# Levi's 'Keep it Loose' campaign rollout

> Live situation record from CLSTR: https://clstr.news/situations/levis-keep-it-loose-campaign-rollout
> Updated: 2026-08-06T16:05:24.000Z. Sources: 6. Developments: 2.

Levi Strauss & Co. launched its 2026 fall‑winter "Keep it Loose" global campaign, featuring pop star ROSÉ and NBA MVP Shai Gilgeous‑Alexander, to promote the Loose Prep collection of relaxed, oversized apparel. The initial rollout highlighted campaign films and a women‑focused pop‑up shop in Osaka, Japan, running from early August to early October.

Two days later, Levi’s expanded the promotion with a month‑long Back to School activation in Mexico, partnering with department‑store chain Liverpool for interactive denim installations, a traveling Custom Truck, and in‑store experiences. The same global campaign assets—short audiovisual spots, photography, and flagship store displays—were deployed worldwide, reinforcing the brand’s emphasis on individuality and creativity across markets.

## Timeline

### 2026-08-06: Levi’s rolls out Back to School activations in Mexico and global 'Keep it Loose' campaign with ROSÉ and Shai Gilgeous-A​

Levi’s staged Back to School events in Mexico’s Liverpool stores and unveiled the global “Keep it Loose” campaign featuring ROSÉ and NBA star Shai Gilgeous‑Alexander for its Loose Prep collection.

3 sources. https://clstr.news/cluster/levis-rolls-out-back-to-school-activations-in-mexico-and-global-keep-it-loose-campaign-with-ros-and-

### 2026-08-04: Levi’s launches global “Keep it Loose” campaign with Rosé and NBA MVP Shay Giljas‑Alexander

Levi’s rolls out its 2026 “Keep it Loose” campaign, starring Rosé and NBA MVP Shay Giljas‑Alexander, promoting the relaxed “Loose Prep” collection and a Japan pop‑up shop in Osaka.

3 sources. https://clstr.news/cluster/levis-launches-global-keep-it-loose-campaign-with-ros-and-nba-mvp-shay-giljasalexander

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Cite as: Levi's 'Keep it Loose' campaign rollout. CLSTR, https://clstr.news/situations/levis-keep-it-loose-campaign-rollout