Levi’s® has long stood at the intersection of sport, style, and culture – shaping how athletes and fans express identity across generations. From its earliest roots in athletic communities to its presence on the world’s biggest stages, Levi’s has consistently played a role in defining the cultural landscape of sport. Building on that legacy, the brand announces a global partnership with four of football’s most iconic national federations – Mexico, USA, England, and France. Rooted in heritage and shaped by self-expression, the partnership marks a new chapter in Levi’s® connection to sport, reimagining fanwear through a distinctly Levi’s® lens.
Timed to a major moment for global football, the partnership begins this April with Mexico launching on April 16, followed by the U.S on April 23, England on May 7, and France on May 14. The federation collections feature trucker jackets, baggy shorts, and bandanas designed for the modern supporter, and the accompanying campaigns capture the energy, anticipation, and rituals of the moments just before kickoff – when fandom comes to life through gathering, creativity, and community.
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 global football’s biggest stage in 1978, 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 Olympic Games and building longstanding partnerships across professional leagues and teams worldwide.
More recently, Levi’s® continues to lead at the intersection of sport and culture through global collaborations and fan-driven activations–from partnerships like Levi’s® x McLaren Racing to cultural platforms such as its Home Turf activation around the Super Bowl, which celebrates the rituals and communities that define modern fandom. Across disciplines–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 at levi.com and select Levi’s® retail locations beginning April 16.
Levi’s® Sports Archival Imagery: HERE