Overview
- Levi’s released a new clip featuring Shai Gilgeous-Alexander sharing three styling tips, building on his appearance in the campaign as an ambassador.
- The campaign launched with Kim Gehrig’s “Backstory” film during Super Bowl LX at Levi’s Stadium, positioning the brand at a major cultural moment.
- The creative shows all subjects from behind to foreground the Red Tab, arcuate stitching and silhouette that define Levi’s jeans.
- The cast spans Doechii, ROSÉ, Shai Gilgeous-Alexander, Questlove, Stefanie Giesinger and Toy Story’s Woody, alongside non-celebrity cowboys, construction workers, climbers and youth.
- Shot over six days in Los Angeles, Oklahoma City and London, the work showcases a range of fits and custom pieces, set to James Brown’s “Get Up Off That Thing,” with launch pop-ups and product drops in San Francisco.