Levi’s Celebrates The Worlds of BMX and Skateboarding
In skate and BMX, competition comes second to passion. More than just a sport, these are high performance pursuits that promote community, authenticity, and self-expression. And with their growing mainstream popularity, Levi’s® is celebrating the power and passion behind these two sports with a global campaign featuring USA Cycling BMX Freestyle National team member Hannah Roberts and professional skateboarder Zion Wright.
The Levi’s® More Than Medals campaign highlights the way the worlds of skate and BMX bring people together. These are two sports that have an incredible knack for fostering talented and inclusive communities, and providing platforms for self-expression that are both artistic and athletic, even if it occasionally means a broken bone or two. And while both sports have traditionally flown under the mainstream radar, these days they are finally getting their due thanks to their ability to inspire young people from all walks of life.
The campaign features two of the most inspiring athletes from these creative and captivating worlds. There’s Hannah Roberts, who has notched three BMX Freestyle World Championship titles. The first in 2017 and the second in 2019, where she won every World Cup event leading up to it and most recently in 2021 this past June in Montpellier, France. During her the run for that second world title in 2019, she was also the first female Freestyle rider ever to land a 360-tailwhip in competition, and has helped pave the way for more young women to step into a sport that, until recently, was mostly dominated by male riders.
As for Zion, the 22-year-old has taken the skateboarding world by storm with a mix of style, skill, and infectious charm. Regarded as one of the most versatile skaters in the pro ranks, he’s just as comfortable grinding handrails as he is with bowls, and has become a true global sensation thanks to mind-blowing video edits in films like REAL Part. With a long list of first place finishes—including at the Vans Skate Park series in Huntington Beach and the Annual Tampa Pro—Zion is just as electric in competition as he is on the street, and, most importantly, has helped pave the way for expanded BIPOC representation in the skateboarding world.
As popular ambassadors of their respective sports, both Hannah and Zion perfectly illustrate how BMX and skateboarding empower and inspire, providing an ideal canvas for authentic self-expression. This is about more than medals, more than trophies—it’s about finding your voice and your community, and engaging in a journey that can last you the rest of your life.
To kick off the More Than Medals campaign, Levi’s®—an official apparel provider of the USA Cycling BMX Freestyle Team—will release a special edition run of graphic crew, long sleeve, and ringer tees featuring the iconic Levi’s® Sportswear logo, as well as a run of customizable graphic printed tees available in Levi’s® Tailor shops and on the Levi’s® app.
About the Levi’s® brand
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 jeanswear 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 levi.com.
About Levi Strauss & Co.:
Levi Strauss & Co. is one of the world’s largest brand-name apparel companies and a global leader in jeanswear. The company design and markets jeans, casual wear and relates accessories for men, women and children under the Levi’s®, Dockers®, Signature by Levi Strauss & Co.TM, and Denizen® brands. Its products are sold in more than 110 countries and worldwide through a combination of chain retailers, department stores, online sites, and a global footprint of approximately 3,000 retail stores and shop-in-shops. Levi Straus & Co.’s reported fiscal 2018 net revenues were $5.6 billion. For more information, go to http://levistrauss.com