It’s time to kick off the second half of the year of Levi’s® sports.
On the heels of the brand’s Home Turf activations this winter, Levi’s® is launching a global partnership with four of football’s most iconic national federations — Mexico, USA, England and France — ahead of the biggest games in global football this summer.
Rooted in heritage and shaped by self-expression, the partnership marks a new chapter in the brand’s connection to sport, reimagining fanwear through a distinctly Levi’s® lens. The federation collections feature Trucker jackets, baggy shorts and bandanas designed for the modern football fan, and the accompanying campaigns capture the energy, anticipation and rituals of the moments just before kickoff.
The Mexico federation collection will launch first on April 16, followed by the USA collection on April 23, England on May 7 and France on May 14.
“Levi’s® has been part of the fabric of sport for over a century, from global stages to local communities,” said Kenny Mitchell, chief marketing officer at Levi Strauss & Co. “This partnership is about showing up in one of the world’s biggest cultural moments and continuing to lead how sport and style come together through products and experiences that resonate with fans everywhere.”
While this partnership marks the Levi’s® brand’s most ambitious move into global football to date, the brand’s connection to sport spans more than a century. From outfitting its first employee baseball team in 1886 to stepping onto the global stage at the 1978 FIFA World Cup, where Levi’s® designed a kit for the Mexican National Team, the brand has long been embedded in sport at both grassroots and global levels. This legacy continued through defining cultural moments, including outfitting U.S. athletes at the Summer and Winter Games and building longstanding partnerships across professional leagues and teams worldwide.
More recently, Levi’s® continues to lead at the intersection of sports and global collaborations and fan-driven activations — from partnerships like Levi’s® x McLaren Racing to cultural platforms like the Home Turf activations. From football to motorsports to rodeo and beyond, Levi’s® has consistently shown up in the moments that shape sport, reinforcing its role not just as a participant but as a cultural force within it.
Federation collection products will be available on levi.com and at select Levi’s® retail locations starting April 16.
