Levi’s is digging its heels further into the world of BMX.
Last month, the heritage denim brand took the Olympic world stage as the official apparel provider for the USA Cycling team in partnership with Champion. It’s now working in tandem with two of the biggest names in BMX and skateboarding, Hannah Roberts and Zion Wright, on a “More than Medals” campaign that channels the brand’s longstanding values of authenticity, community and self-expression.
Both athletes carry a collection of accolades and challenge the norm in their respective sports. Roberts earned BMX Freestyle World Championship titles in 2017, 2019 and 2021, breaking barriers in the male-dominated sport as the first female Freestyle rider ever to land a 360-tailwhip in competition.
Wright also sets a new standard for skateboarding, as a BIPOC athlete who has taken home first-place titles from competitions like the Vans Skate Park series in Huntington Beach, Calif., and the Annual Tampa Pro in Florida.
Levi’s tapped the athletes for the campaign to demonstrate the power that connecting over a shared passion can have on an individual.
“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,” Levi’s stated.
The campaign demonstrates fashion’s growing prevalence in the world of sports, following collaborations like MLB x Ralph Lauren, NBA x Hugo Boss and NBA x Louis Vuitton, Take Two. Vaccine distribution and lowered restrictions, coupled with consumers itching for a more active social life, make sporting events a prime opportunity for brands to expand their customer base.
Launching alongside the campaign is a collection of special-edition graphic crew, ringer, and long-sleeve T-shirts featuring the Levi’s Sportswear logo.
To further underscore the theme of self-expression, select graphic T-shirts are available for customization at Levi’s Tailor shops and on the Levi’s app. The collection is available now in sizes small to 2XL, and ranges from to $18-$75.