With roots in workwear and deep influence in fashion, music, and global youth culture, Levi’s stands at the intersection of heritage and reinvention.
In this episode of The Speed of Culture podcast, Levi Strauss & Co. CMO Kenny Mitchell shares how he stewards the clothier’s identity while accelerating innovation.
He shares how Levi’s marketing strategy is evolving through cultural partnerships like the Beyoncé “Reimagine” campaign, the Shaboozey “Men’s Icons” campaign, and the Nike Levi’s collaboration.
He also breaks down how the brand stays elastic across subcultures, how cultural storytelling guides major partnerships, and how data, AI in consumer marketing, and Levi’s DTC growth strategy shape its next chapter.
Kenny also reflects on the leadership principles that support enduring relevance, global expansion, and long-term brand value.
Kenny’s background includes senior leadership roles with Snap Inc., McDonald’s, Gatorade, NASCAR, and Overtime, giving him a multidimensional view of culture, fandom, and consumer behavior. He also serves as an independent board director and Compensation Committee chair for e.l.f. Beauty.
Key takeaways:
[01:36] Levi’s as a Marker of Progress and Identity — Kenny describes Levi’s as a brand people use to express who they are and where they are heading. This insight guides its heritage brand storytelling, reminding the team that every stitch carries decades of cultural meaning. Levi’s shows up in workwear, fashion, music, and subcultures, proving how deep culture-led brand storytelling can be when a brand becomes part of people’s lives rather than just their wardrobe.
[04:27] Culture Moves Fast, So Levi’s Moves With It — Kenny speaks about culture as a living pulse. The Beyoncé REIMAGINE campaign, the Shaboozey Men’s Icons campaign, and the Nike Levi’s collaboration show how Levi’s stays present in cultural moments, not just campaigns. At the same time, Levi’s invests in sound rooms, small venues, and underground scenes, further grounding its subculture marketing in the places where creativity starts, not where it finishes.
[06:27] Big Bets Require Clarity, Conviction, and Fit — For Kenny, every partnership must serve the wider Levi’s marketing strategy. It must strengthen cultural relevance, support Levi’s DTC growth strategy, and land naturally in the world of Levi’s. Beyoncé’s long history with the brand gave their work together an ease and truth. Kenny calls this the difference between a campaign that shows up loudly and a campaign that shows up meaningfully.
[08:59] A World of Fast Trends and New Denim Moments — Kenny reflects on how quickly fashion consumer trends now shift, from baggy to skinny to bootcut in the same season. Rather than chasing the generic, Levi’s stays grounded in consumer understanding. He also notes the rise of casual workplace style, where denim is now part of people’s daily rhythm. These shifts shape practical denim brand marketing insights and inform how Levi’s shows up for their customers.
