Levi’s Launches ‘Behind Every Original’ Super Bowl Campaign
The global push uses celebrity-led storytelling and nostalgia to reinforce the brand’s cultural legacy across sport, music and fashion.
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Levi Strauss & Co. has introduced a new global brand campaign, ‘Behind Every Original’, anchored by a Super Bowl film titled “Backstory”.
The campaign was created for the Super Bowl and directed by Kim Gehrig. It presents cultural figures and fictional characters from behind, focusing on the visual signature of Levi’s jeans, including the arcuate stitching and Red Tab.
Participants in the film include Grammy-winning artist Doechii, singer ROSÉ, NBA player Shai Gilgeous-Alexander, musician and filmmaker Questlove, model Stefanie Giesinger and the fictional character Woody from Toy Story.
The soundtrack features “Get Up Offa That Thing” by James Brown.
Kenny Mitchell, global chief marketing officer at Levi Strauss & Co., said the campaign reflects the brand’s historical links with music, sport and fashion culture. The launch coincides with the Super Bowl being hosted at Levi’s Stadium.
The film was shot over six days in Los Angeles, Oklahoma City and London. Production included casting non-professional participants such as cowboys, construction workers and climbers. Choreography for Doechii was developed in collaboration with Robbie Blue.
Following the Super Bowl broadcast, the brand plans to release short six-second films highlighting individual participants. The wider campaign will extend across social media, digital channels, retail environments and out-of-home placements.
The campaign also highlights specific denim styles worn by the cast, including Low Slim Boot cut, Loose Boot cut and 505 Regular Fit jeans. Select custom pieces were created for ambassadors, including a denim jacket for Questlove and denim gloves for Shai Gilgeous-Alexander.
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Levi Strauss & Co. reported net revenues of $6.3billion in 2025. The company sells products in approximately 120 countries and operates around 3,300 retail stores and shop-in-shops globally.
For marketers, the campaign illustrates continued investment in large-scale cultural moments, celebrity partnerships and multi-channel brand storytelling tied to heritage positioning.
