Post by Michelle Gass

In soccer (football to most of the world, of course), the best players work constantly to get themselves in position to make a play, take advantage of opportunities that present themselves, and use their skills and creativity to help their teams win.  I saw that same wonderful blend of preparation and opportunism this past week from our marketing team, led by Kenneth Mitchell, which took the covered-up logo at Levi’s® Stadium and made it a moment, moving quickly and creatively to build social content that resulted in the most-viewed Tik Tok and Instagram posts in the brand’s history, nearly half a billion (and counting) media impressions, and a stream of admiring callouts in media and commentary. Our retail and product teams are now following suit, with stores featuring the all-white batwing and Levi’s® products with the same imagery coming soon.  I love seeing our teams respond like this, feeling empowered to move on opportunities that arise while doing so in a way that is true to our brand and culture. That’s something we continue to encourage across our company, something that’s key to us achieving our DTC-first denim lifestyle goals, and something we’ll keep pushing, whether you can fully see our logos or not.