This Is a Pair of Levi's:
Levi's

Purpose
We believe the best brands hold the ability to transcend their category. We set out to prove just that by helping Levi's extend its values into footwear, with a campaign that brought the brand's iconic sense of originality and integrity into a whole new space.
Performance
The launch carried a beloved apparel brand into footwear through an idea that felt recognizably Levi's. It attracted a largely new customer base, performed well above campaign benchmarks and delivered a strong return on media investment.
Street billboard showing crossed denim-clad legs in cream sneakers with the headline THIS IS A PAIR OF LEVI'S and the Levi's Footwear logo
Two people sit on a red rooftop bench wearing Levi's sneakers—black low-tops and black high-tops—with a city skyline behind them
Woman in a denim jacket and jeans sits against a denim backdrop, wearing cream shearling sneakers under a blue sky