SAN FRANCISCO--(BUSINESS WIRE)--Feb 8, 2026--
The Levi’s ® brand today launched “Behind Every Original,” a bold new global campaign that celebrates the people who push culture forward — with one cheeky twist. Debuting during the Super Bowl with the anthem film “Backstory,” directed by Kim Gehrig, the Levi’s ® brand flips expectations by showcasing both celebrity icons and everyday Originals exclusively from the backside, letting them share their game-changing Levi’s ® backstory.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260208761156/en/
Why the backside? Because it's the most iconic point of view of Levi’s ® jeans. The arcuate stitching, silhouette and the Red Tab™ instantly signal originality. For over 150 years, Levi’s ® jeans have been the uniform of cultural catalysts who step off the beaten path and shape what comes next in music, sport, fashion and art. They have been the uniform of the movements and moments that have changed the world and shaped culture — worn by the ones pursuing progress.
“One of the things I love most about the ‘Behind Every Original’ campaign is that it threads together a story only Levi’s®can tell,” said Kenny Mitchell, global chief marketing officer of Levi Strauss & Co. “This global campaign celebrates our place at the center of music, sports and fashion culture — as well as in the closets of fans across generations. It’s fitting to have it launch during the Super Bowl being played at Levi’s®Stadium, which has become a cultural moment in its own right, through the unifying power of sports."
“Backstory” features Top Dawg Entertainment’s Grammy-winning Doechii, global superstar ROSÉ, reigning NBA MVP and Champion Shai Gilgeous-Alexander, Grammy- and Academy Award-winning and Emmy-nominated filmmaker, artist and DJ Questlove, model and cultural voice Stefanie Giesinger, and Disney-Pixar “Toy Story” character Woody, among other Originals. Every frame is a celebration of the backside in all its denim-covered glory: strutting, dancing, moving and, above all, living in their Levi's ®. The film captures the irreplicable swagger of those creating what comes next while honoring the icons who came before them — from the effortless cool of George Michael’s “Faith” era to a modern reimagining of the iconic “Born in the U.S.A.” album cover. Rooted in real cultural moments Levi’s ® has authentically lived through, the story spans generations and invites everyone to see themselves reflected in the brand.
James Brown’s “Get Up Offa That Thing” infuses joy and energy into the film’s soundtrack, with a nod to denim-clad behinds serving as an anthem for movers and change makers.
Shot over the course of six days in Los Angeles, Oklahoma City and London, the production team focused on casting real cowboys, construction workers, climbers and youth to ensure authenticity. The team also collaborated with Doechii’s choreographer Robbie Blue to craft her show-stopping dance moves that wrap up the spot.
“Behind Every Original” unveils the star cast following the Super Bowl in the form of quick-turn reveal films — punchy six-second clips that spotlight each icon, shifting attention to the movement and self-expression of each Original, rather than their fame.
The campaign extends across social, digital, in-store and out-of-home, living as part of a broader global story that unfolds more of the Originals’ backstories throughout the year with iconic Levi’s ® products as the anchor. Photography captures the cast in raw, behind-the-scenes moments, putting on their Levi’s ® denim and stepping out — visually echoing the personal journeys and backstories that shape each Original.
The campaign was conceived in creative partnership with TBWAChiatDay LA.
Levi’s ® denim is at the very heart of this campaign. From old-school cowboys to music video icons of the ‘80s to modern day moments, the styling spans the breadth of the Levi’s ® brand’s legacy. Doechii sports Low Slim Boot cut jeans, while Rosé dons Loose Boot cut jeans with a Relaxed Fit Trucker. Shai Gilgeous-Alexander can be seen in 578 ® Baggy jeans and a Relaxed Fit Trucker, while Questlove rocks his 505 Regular Fit jeans. Stefanie Giesinger brings it home in her Ribcage Slim jeans and Super Soft Longsleeve Polo.
The range of styles and eras serves as a reminder that the Levi’s ® brand has been behind some of life's biggest (and smallest) moments for over a century. The team tailored denim to fit the authentic styles and personalities of the Originals, with certain custom pieces created for our ambassadors, including a custom denim jacket for Questlove and denim gloves for Shai Gilgeous-Alexander.
Watch “Backstory”HERE.
About the Levi’s ® brand
The Levi’s ® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi’s ® jeans have become one of the most recognizable garments of clothing in the world—capturing the imagination and loyalty of people for generations. Today, the Levi’s ® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our range of leading denim and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style. For more information about the Levi’s ® brand, its products and stores, please visit levi.com.
About Levi Strauss & Co.
Levi Strauss & Co. (LS&Co.) is one of the world's largest brand-name apparel companies and a global leader in jeanswear. The company designs and markets jeans, casual wear and related accessories for men, women and children under the Levi's®, Levi Strauss Signature™, and Beyond Yoga® brands. Its products are sold in approximately 120 countries worldwide through a combination of chain retailers, department stores, online sites, and a global footprint of approximately 3,300 retail stores and shop-in-shops. Levi Strauss & Co.'s reported 2025 net revenues were $6.3 billion. For more information, go to http://levistrauss.com, and for financial news and announcements go to http://investors.levistrauss.com.
SANTA ANA, Calif. (AP) — A crack in a damaged chemical tank in Southern California has eliminated the risk of a catastrophic explosion but it's still not safe enough for the remaining 16,000 residents living closest to the aerospace plant to go home, officials said Tuesday.
Crews were spraying water to keep cooling the tank that overheated last week, prompting the evacuation of 50,000 people in the Orange County city of Garden Grove. Most returned home after a crack formed over the Memorial Day holiday weekend, relieving pressure inside.
The evacuation zone remained the same on Tuesday morning, said Orange County Fire Capt. Brian Yau.
Crews worked overnight to ensure two other nearby tanks were neutralized and would not be affected by the compromised tank, he said, adding that material from one of these two tanks was transferred to another that has a neutralizing agent.
“They are moving material over to ensure that all threats have been eliminated,” Yau said.
Those threats include the risk of a very small explosion and potential spill, officials said.
Exposure to methyl methacrylate — a highly flammable chemical used to make plastics — can cause serious respiratory problems, neurological problems and irritation to the skin, eyes and throat, according to the federal Environmental Protection Agency. The tank at the GKN Aerospace Transparency Systems plant contains 6,000 to 7,000 gallons (22,700 to 26,500 liters) of the chemical.
The interior cooled to 93 degrees F (33.9 degrees C), the county's fire division chief Craig Covey said Monday, down from 100 degrees (37.7 degrees C) a day earlier. The company said its technical specialists and the county fire authority have removed insulation from the tank to help cool it.
Health officials sought to reassure people who are returning to homes near the plant.
“There was no contamination. There were no fumes,” Orange County Health Director Regina Chinsio-Kwong said at Monday's news conference. “There was not a leak. So it should be, you should feel comfortable going home even if you’re across the street from that new zone line.”
The South Coast Air Quality Management District will monitor the air for several months and the EPA will be checking sewer and storm drains for spills, Orange County Supervisor Janet Nguyen said.
Garden Grove Unified School District said last week it was shutting a dozen schools through what was supposed to be the last day of the school year on Wednesday but later said only three would remain closed Tuesday. It was unclear if they would reopen before the school year ends this week.
At a parking lot at a large park in Fountain Valley, just southwest of Garden Grove, people sought refuge in an ad hoc shelter there or pitched tents outside. Other people gathered in the park to enjoy Memorial Day.
Kim Yen, a retiree who was still evacuated from her home two blocks from the plant, welcomed news that the worst was not expected.
“I am happy and many of us are happy,” she said Monday.
She said she's ready to go back but wants to be sure it’s safe first. She's also been worrying about the emergency workers, who she called “our heroes.”
As the tank heated up, the chemical converted from liquid to gas, ramping up the pressure and explosion risk, said Andrew Whelton, a Purdue University engineering professor who has studied environmental contamination. Some of the methyl methacrylate may already have hardened into a stable plastic similar to plexiglass, reducing the danger, he said.
The tank could eventually cool enough for crews to safely stabilize and drain the remaining material without triggering a spark or ignition, Whelton said.
However, he said there is still a risk of an explosion while the chemical remains hot and reactive. Temperatures need to fall closer to 60 to 70 degrees Fahrenheit (15.6 to 21.1 degrees C) before conditions are considered significantly safer, he said.
GKN Aerospace Transparency Systems makes cockpit windows, canopies and windshields for military and commercial aircraft. It employs about 16,000 people across 32 manufacturing sites in 12 countries, according to the company website.
“We apologize for the ongoing disruption this incident is causing and our priority remains its safe resolution, so that residents can return to their homes as quickly as possible,” the company said.
GKN Aerospace agreed in 2025 to pay state regulators more than $900,000 to settle violations involving recordkeeping, permitting issues and nitrogen oxide emissions, according to a report on the South Coast Air Quality Management District website.
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This story has been corrected to attribute a quote to TJ McGovern, interim fire chief of the Orange County Fire Authority, not to division chief Craig Covey.
Willingham reported from Boston. Contributing were Associated Press journalists Jamie Stengle in Dallas; Ethan Swope in Garden Grove, California; and Christopher Weber in Los Angeles.
Two evacuees sit in their pickup truck at a gas station within the evacuation zone in Stanton, Calif., Monday, May 25, 2026. (AP Photo/Jae C. Hong)
An aerial view shows a police checkpoint enforcing a road closure at the evacuation zone boundary in Anaheim, Calif., Monday, May 25, 2026. (AP Photo/Jae C. Hong)
Jan De Jonge and fiancé Sher Stuckman set up a tent with their belonging and pet outside the Elks Lodge in Garden Grove, Calif., on Monday, May 25, 2026. (AP Photo/Ethan Swope)
An evacuation map is displayed at the incident command post at the Los Alamitos Race Course in Cypress, Calif., on Sunday, May 24, 2026. (AP Photo/Ethan Swope)
Water is sprayed on a damaged tank at GKN Aerospace in Garden Grove, Calif., on Sunday, May 24, 2026, after the tank containing a chemical used to make plastic parts overheated Thursday. (AP Photo/Ethan Swope)
People walk outside Freedom Hall, an evacuation center in Fountain Valley, Calif., on Monday, May 25, 2026. (AP Photo/Ethan Swope)
An American Red Cross volunteer walks outside Freedom Hall, an evacuation center in Fountain Valley, Calif.,on Monday, May 25, 2026. (AP Photo/Ethan Swope)
People tend to their pets outside Freedom Hall, an evacuation center in Fountain Valley, Calif., on Monday, May 25, 2026. (AP Photo/Ethan Swope)
