Levi’s® has long stood at the intersection of sport, style, and culture, playing an influential role in shaping how athletes and sports fans use fashion to express their identities across generations. From its early roots within sporting communities to its presence on the global stage, Levi’s® has consistently helped shape the cultural landscape of sport.

Building on this legacy, the brand has now announced global partnerships with four of the world’s most influential national football federations: Mexico, the United States, England, and France. Rooted in the brand’s heritage and driven by the spirit of self-expression, this collaboration marks a new chapter in Levi’s® relationship with the world of sport offering a unique fashion perspective for football fans through the lens of Levi’s®.

A Global Launch Aligned with Football’s Biggest Moments

The collaboration launches at a pivotal moment for global football, beginning in April with a phased rollout:

• Mexico – April 16
• United States – April 23
• England – May 7
• France – May 14

Each federation’s collection features Trucker Jackets, Baggy Shorts, and Bandanas, designed for the modern football fan. The accompanying campaign captures the energy, anticipation, and rituals of the moments before kickoff when fans come alive through gathering, creativity, and shared community.

A Century-Long Connection Between Levi’s® and Sport

While this collaboration represents Levi’s® most significant step into global football to date, the brand’s connection to sport spans more than a century.

The relationship dates back to 1886, when Levi Strauss & Co. first outfitted its employee baseball team. The brand later appeared on the global football stage during the 1978 FIFA World Cup, when Levi’s® designed apparel for the Mexico national team. Since then, Levi’s® has remained deeply rooted in sport, both at the community level and on the world stage.

Continuing a Cultural Legacy in Sport

This legacy continues through major cultural moments in sport, including supporting Team USA athletes at the Olympic Games and forming long-term collaborations with professional leagues and teams around the world.

In recent years, Levi’s® has remained a leader at the crossroads of sport and culture, through global collaborations and fan-driven initiatives from its partnership with McLaren Racing to cultural platforms such as Home Turf, created around the Super Bowl to celebrate the rituals and communities that define modern sports fandom.

Across sports from football and motorsport to rodeo and beyond Levi’s® continues to appear in defining moments that shape the world of sport, reinforcing the brand’s role not only as a participant, but also as a powerful cultural force within the global sports landscape.