{"id":5499,"date":"2026-04-13T04:15:14","date_gmt":"2026-04-13T04:15:14","guid":{"rendered":"https:\/\/www.europesays.com\/france\/5499\/"},"modified":"2026-04-13T04:15:14","modified_gmt":"2026-04-13T04:15:14","slug":"levis-to-create-fanwear-for-u-s-mexico-england-france-at-fifa-world-cup","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/france\/5499\/","title":{"rendered":"Levi’s to Create Fanwear for U.S., Mexico, England, France at FIFA World Cup"},"content":{"rendered":"

\n\tWhen most people think of Levi\u2019s, they think denim jeans and jackets. But the San Francisco-based brand has a history in sports as well.<\/p>\n

\n\tFrom outfitting its first employee baseball team in 1886 to designing a kit for the Mexican National Team at the 1978 FIFA World Cup<\/a> and outfitting U.S. athletes for the 1984 Olympic Games in Los Angeles, the company has long played a role in sport and culture. It was also front and center earlier this year when the Super Bowl <\/a>was played at Levi Stadium in Santa Clara, Calif.<\/p>\n

\t\t\t\t\t\t\"A<\/p>\n

\t\t\t\t\tA jacket from the Mexican Federation collection.<\/p>\n

\t\t\t\t\t\t\t\t\tCourtesy of Levi\u2019s<\/p>\n

\n\tNow it has signed a deal with the national federations of the U.S., Mexico, England and France to create fanwear tied to the upcoming FIFA World Cup<\/a> that will be played across North America beginning in June.<\/p>\n

\n\tThe collections are not FIFA-approved but rather Levi\u2019s worked closely with the specific federations to design the capsules as well as the marketing approach, said Kenny Mitchell, senior vice president and chief marketing officer of Levi\u2019s.<\/p>\n

\t\t\t\t\t\t\"Levi's<\/p>\n

\t\t\t\t\tLevi\u2019s was an official outfitter of the 1984 U.S. Olympic team.<\/p>\n

\t\t\t\t\t\t\t\t\tCourtesy of Levi\u2019s<\/p>\n

\n\t\u201cIt\u2019s very much aligned with our strategy as a business and a brand \u2014 keeping Levi\u2019s at the center of culture,\u201d he explained. \u201cThat in our minds means sometimes we show up alongside global icons and globally iconic moments.\u201d That includes fashion, music, art and sports and \u201cspeaks to the democratic nature or elasticity of our brand and our ability to play across so many different cultural spaces.\u201d<\/p>\n

\n\tThese four countries also represent \u201cbig business markets\u201d for the brand, he added.<\/p>\n

\n\tThe collections will begin dropping on Thursday with the Mexico Federation, 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, Mitchell said, and are expected to appeal to \u201clovers and fans of the sport.\u201d<\/p>\n

\n\tThe collections will be sold primarily through Levi\u2019s stores and e-commerce site as well as a small number of wholesale partners.<\/p>\n

\t\t\t\t\t\t\"A<\/p>\n

\t\t\t\t\tLevi\u2019s has a long history in the sports world.<\/p>\n

\t\t\t\t\t\t\t\t\tCourtesy of Levi\u2019s<\/p>\n

\n\tHe said that in last week\u2019s earnings announcement<\/a>, top management talked a lot about the company\u2019s \u201cevolution from being primarily a denim bottoms business sold through wholesale to being a head-to-toe denim lifestyle business that is driven primarily through direct-to-consumer. So this aligns very much with that strategy.\u201d<\/p>\n

\n\tWhether Levi\u2019s will continue to work in the soccer<\/a> space in the future remains to be seen, but seems likely. \u201cWe feel it\u2019s very timely right now to celebrate the fact that global football will be a part of the cultural zeitgeist across the summer,\u201d Mitchell said. \u201cThat will be our intent for this year, but we\u2019re continuing to keep our partnership conversations happening because the Women\u2019s World Cup is happening and the sport of soccer<\/a> continues to be very compelling globally.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"When most people think of Levi\u2019s, they think denim jeans and jackets. But the San Francisco-based brand has…\n","protected":false},"author":2,"featured_media":5500,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[5,4790,193,457],"class_list":{"0":"post-5499","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-france","8":"tag-france","9":"tag-levis","10":"tag-soccer","11":"tag-world-cup"},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/posts\/5499","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/comments?post=5499"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/posts\/5499\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/media\/5500"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/media?parent=5499"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/categories?post=5499"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/tags?post=5499"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}