The NBA star fronts “Behind Every Original” campaign.
Levi’s has appointed NBA player Shai Gilgeous-Alexander as one of its newest global brand ambassadors, joining the brand’s ongoing “Behind Every Original” campaign.
The initiative, which debuted during the Super Bowl, spotlights influential cultural figures who represent originality and forward momentum. Gilgeous-Alexander features in the anthem film ‘Backstory‘, where his presence underscores the intersection of sport, fashion and culture, a space Levi’s has long occupied.
By aligning with one of basketball’s most style-conscious athletes, Levi’s continues to reinforce its historic ties to cultural trailblazers, positioning denim as both a heritage staple and a symbol of modern self-expression.
