The Levi’s® brand has long been a cultural icon, making its mark at sporting events, fashion weeks, music festivals, and art exhibitions. From naming Levi’s® Stadium to creative collaborations like Levi’s® x Starter, the brand’s ties with sports, especially motorsports, have evolved over decades.
Exploring Levi’s® in Motorsports
For over 50 years, Levi’s® has been intertwined with motorsports. Beginning in the late 1960s and 1970s, the brand ventured into auto racing with advertisements, initiatives, and sponsorship of Formula 1 legend Niki Lauda in the 1970s. In the 2000s, Signature® by Levi Strauss & Co. sponsored NASCAR champion Jimmie Johnson and his brother, Jarit Johnson.
The popularity of racing series such as Formula 1, IndyCar, Formula E, Extreme E, and esports has surged, particularly with Formula 1 drawing over six million spectators in 2023 and a diverse global fan base, nearly 40% of whom are women.
Introducing Levi’s® x McLaren Racing
This week, Levi’s® expands its racing legacy with the debut of the Levi’s® x McLaren Racing Collection, a partnership with the British racing team. The collection pays homage to McLaren Racing’s vintage era and taps into the sport’s growing appeal. This marks Levi’s® first collaboration with McLaren, celebrating innovation while honoring their respective legacies.
The collection includes a racing jacket, suit, gloves, heritage Trucker jacket, 501® jeans, constructors tee, and racing bandana. Design elements like chain stitch embroidery, vintage patches, crackle prints, and McLaren’s iconic color palettes are featured throughout.
Global Launch and Availability
Launching worldwide on July 3, coinciding with the British Grand Prix at Silverstone Circuit, the collection will be available on Levi.com, the Levi’s® app, and select Levi’s® stores.
