LEVIS: PERFORMANCE

Performance wear is a crowded promise. Everyone swears their fabric does more. The harder job was launching a whole performance brand and getting denim people to believe it.

So we built Performance from the ground up: its own logo, packaging, and design system for all the different tech features. The campaign put models next to Olympic BMX athletes to prove the range.

A new brand that earned its name instead of just claiming it.

A person with freckled skin and short hair wearing a blue jacket and white shirt, holding the jacket's collar, posed against a plain background.
Black background with the word 'Performance' written in white text.
The word "Performance+" in black text on a white background.
A street mural featuring images of two young adults, one male and one female, wearing sporty clothing. The mural includes the words 'Performance+,' 'Levi's,' and other text related to innovation and performance, set against a black and white textured background.
A large advertisement display featuring two women in casual denim outfits, with one crouching on the ground and the other standing with a hand on her hip, set against a plain backdrop with text and logo.