Levi’s rolls out Back to School activations in Mexico and global 'Keep it Loose' campaign with ROSÉ and Shai Gilgeous-A​

Levi’s partnered with Mexican department‑store chain Liverpool to stage a month‑long Back to School program across multiple Liverpool locations in August. The activations featured interactive denim installations, a traveling Custom Truck, visual takeovers of storefronts and in‑store experiences aimed at encouraging creativity and personalization among shoppers.

Separately, Levi’s launched the global "Keep it Loose" campaign for its Loose Prep line, part of the Autumn/Winter 2026 collection. The campaign spotlights pop star ROSÉ and NBA MVP Shai Gilgeous‑Alexander, who model the relaxed, oversized silhouettes and share their own styling interpretations. The rollout includes short audiovisual spots, photography and in‑store displays at flagship Levi’s stores worldwide.