A still from the 2024 Live in Levi's® campaign video, "The Floor is Yours," featuring Ffur friends wearing Levi's® products in the middle of dancing in a living room.


The Floor Is Yours in Our New Live In Levi’s® Campaign

Levi Strauss & Co.
March 25, 2024

For over 170 years, Levi’s® products have served as the unofficial uniform of progress — worn, lived in and loved by those who are moving things forward. Born from an innovation that created the modern blue jean and forever changed the way we dress, the Levi’s® brand has been adopted by creative, intrepid and visionary “doers” across all walks of life who continue to cement the brand’s place at the center of culture.

This is something we want to celebrate. That’s why today we’re launching our interactive, 2024 Live In Levi’s® campaign with our new ad film, “The Floor Is Yours” — and we’re inviting you all to take part.

Fans from all over the globe are encouraged to participate in #LevisOpenCall — an open casting call for the chance to be part of a new, exclusive video featuring music from Grammy-award winning producer and DJ, Kaytranada.

“As a brand that has long been the ‘unofficial uniform’ for progress, the 2024 Live in Levi’s® campaign is all about championing the people who do things their own way and push culture forward,” said Kenny Mitchell, chief marketing officer of the Levi’s® brand at Levi Strauss & Co. “We wanted to use this campaign to inspire the doers and movers around the world to take the floor. We’re proud to partner with the incredibly talented Kaytranada, and we can’t wait to see how people answer the call.”

#LevisOpenCall is open to anyone who likes to move. Welcoming people from every corner of the world with various backgrounds and dance experience levels, the project embraces communities everywhere and celebrates the power that comes when you put yourself out there and dare to do.

We can’t wait to see you move!