Levi’s® Brand Debuts “Behind Every Original” Campaign With Super Bowl Film
Highlighting Backstories and Backsides
Starring ROSÉ, NBA Star Shai Gilgeous-Alexander, Questlove, Doechii, and Stefanie Giesinger
Levi’s® 全新企劃「Behind Every Original」於超級碗隆重首發
宣傳大片以「背影」視角
ROSÉ、NBA球星 Shai Gilgeous-Alexander 聯同 Questlove、Doechii 及 Stefanie Giesinger 跨界巨星齊集
揭示原創背後的傳奇故事
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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.
Levi’s® 今日啟動全新「Behind Every Original」全球品牌企劃，以大膽且帶點玩味的手法，致敬一眾引領文化潮流的代表人物。這支由 Kim Gehrig 執導的年度大片「Backstory」於超級碗期間首播，
Levi’s® 一反常規，特意只捕捉一眾名人巨星與原創人物的「背影」，讓他們親述穿著Levi’s®改寫遊戲規則的「背後故事」。
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. It has been the uniform of the movements and moments that have changed the world and shaped culture — worn by the ones pursuing progress.
為何選擇「背影」？因為這是 Levi’s® 牛仔褲最具標誌性的視角。經典的雙弧線車花（Arcuate Stitching）、獨特剪裁以及紅旗（Red Tab™），讓人一眼就能識別其原創地位。150 多年來，Levi’s® 牛仔褲一直是文化推手們的「制服」，陪伴他們特立獨行，在音樂、體育、時尚和藝術領域開創未來。它是無數改變世界、塑造文化的運動與時刻的見證者，也是追求進步者的必然之選。
“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.”
Levi Strauss & Co. 全球首席營銷官 Kenny Mitchell 表示：「我最喜歡『Behind Every Original』企劃的一點，是它串連了一個只有 Levi’s® 才能訴說的故事。這個全球企劃不僅頌揚品牌於音樂、體育及時尚文化的核心地位，同時見證我們跨越世代，成為粉絲衣櫃中的必備單品。適逢超級碗在 Levi’s®體育場舉行，透過體育凝聚人心的力量，讓這個企劃在此刻發布更具文化意義。」
“Backstory” features Top Dawg Entertainment’s Grammy-winning Doechii, global superstar ROSÉ, reigning NBA MVP and Champion Shai Gilgeous-Alexander, Grammy, 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.
「Backstory」大片陣容鼎盛，包括 Top Dawg Entertainment 旗下格林美獎得主 Doechii、全球超級巨星 ROSÉ、NBA MVP 兼冠軍球員 Shai Gilgeous-Alexander、集格林美獎、奧斯卡金像獎得主及艾美獎提名於一身的電影製作人兼藝術家 Questlove、模特兒兼文化代表 Stefanie Giesinger，以及迪士尼彼思《反斗奇兵》經典角色 胡迪 等一眾原創代表（Originals）。每一個鏡頭都在致敬「背影」，展現了牛仔造型的獨特魅力：無論是昂首闊步、熱舞、律動，最重要的是穿著 Levi’s® 活出自我。影片捕捉了這些開創者無可複製的型格，同時向昔日的經典致敬——從 George Michael《Faith》時期的隨性型格，到對經典《Born in the U.S.A.》專輯封面的現代重塑。故事植根於 Levi’s® 真實經歷過的文化時刻，跨越世代，邀請所有人在品牌中看見自己的縮影。
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.
影片配樂採用 James Brown 的名曲〈Get Up Offa That Thing〉，為短片注入歡樂與活力，不僅向穿著牛仔褲的背影致意，更成為所有勇於行動與改變現狀者的主題曲。
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.
製作團隊在洛杉磯、奧克拉荷馬城和倫敦進行了為期六天的拍攝，特意選用真正的牛仔、建築工人、攀岩者和年輕人參與演出，以確保原汁原味的真實感。團隊更與 Doechii 的編舞師 Robbie Blue 合作，精心創作片尾令人驚豔的舞步。
“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.
緊接超級碗首播，「Behind Every Original」將推出一系列節奏明快的六秒短片，揭曉星級陣容的正面風采。這些短片將焦點從名氣轉移到每位原創代表的動態與自我表達上。
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.
作為全年全球品牌故事的一部分，企劃將全面延伸至社交媒體、數碼平台、門市及戶外廣告，並以 Levi’s® 標誌性產品為核心，陸續揭開更多原創代表的背後故事。攝影風格捕捉了他們穿上 Levi’s® 牛仔褲、整裝待發的幕後真實瞬間，視覺上呼應了塑造每位原創人物的個人旅程與背後故事。
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.
是次企劃的以 Levi’s® 牛仔布為核心。從復古牛仔、80 年代音樂巨星到現代，造型跨越了 Levi’s® 品牌的傳奇歷史。Doechii 身穿 Low Slim Boot 微喇叭牛仔褲；ROSÉ 則以 Loose Boot 寬鬆微喇叭牛仔褲搭配 Relaxed Fit 寬鬆版型牛仔褸；Shai Gilgeous-Alexander 穿著 578® Baggy 寬鬆牛仔褲搭配 Relaxed Fit 牛仔褸；Questlove 演繹經典的 505 Regular Fit 牛仔褲；Stefanie Giesinger 則以 Ribcage Slim 超高腰修身牛仔褲搭配超柔軟長袖 Polo 衫亮相。
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.
這些跨越時代的風格提醒我們，一個多世紀以來，Levi’s® 品牌一直在背後支撐著生活中無數重要（與微小）的時刻。團隊根據每位原創代表的真實風格與個性量身定制牛仔造型，更為品牌大使度身訂造專屬單品，包括為 Questlove 設計的定製牛仔褸，以及為 Shai Gilgeous-Alexander 特製的牛仔手套。
Watch 觀看“Backstory” HERE 按此 .
Backstory | Levi’s® Behind Every Original
About the Levi’s® brand 關於Levi’s® 品牌
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 official website and social media.
Levi’s® 品牌象徵著經典美國風情和隨性時尚。自1873年由 Levi Strauss & Co. 創製史上第一條牛仔褲起，Levi’s® 牛仔褲就一直是全球最知名的服裝之一，更代代相傳，各世代的人們也被虜獲為品牌忠誠的愛好者。時至今日，Levi’s® 創意無窮的設計團隊以不懈的開拓和創新精神，在服裝界成為屹立不倒的先鋒。Levi’s®的牛仔服裝、便裝及配飾強調突出個人風格，現已暢銷全球110多個國家。如欲瞭解更多關於Levi’s®品牌、最新產品及店舖的資訊，請瀏覽網址及官方社交媒體。
Website 網址：http://www.levi.com.hk | Instagram: @levis_hongkong | Facebook: @Levis.hk
About Levi Strauss & Co. 關於 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.
Levi Strauss & Co.是全球知名的服裝品牌公司，在牛仔服飾領域是全球領先企業。該公司設計和銷售男士、女士和兒童牛仔服、休閒服及相關配飾，旗下品牌有 Levi’s®、Levi Strauss Signature™ 和 Beyond Yoga® 。其銷售渠道有連鎖零售商、百貨公司、網店以及大約3200家零售店和品牌專門店暢銷全球120多個國家。Levi Strauss & Co. 報告於2024年的淨營收為64億美元。如欲瞭解更多資訊，請瀏覽http://levistrauss.com。有關公司的新聞和公告，請瀏覽 http://investors.levistrauss.com.