The Levi’s® brand has been firmly at the center of culture for years, showing up at sporting events, fashion weeks, music festivals and art exhibitions. From securing the naming rights of Levi’s® Stadium to creative product collaborations such as Levi’s® x Starter, the brand’s relationship with sports in particular has taken many forms over the years — including a relationship with motorsports spanning over half a century.
Read on to learn more about Levi’s® in motorsports, and how this relationship is taking a big next step this week.
Racing Through History
The Levi’s® brand and motorsports have been intertwined for over 50 years. The brand first dove into auto racing in the late 60s and 70s, running several advertisements and motorsport initiatives and sponsoring legendary Formula 1 driver Niki Lauda in the 1970s. In the 2000s, Signature® by Levi Strauss & Co. sponsored NASCAR driver and champion Jimmie Johnson and his brother, Jarit Johnson.
Racing series — including Formula 1, IndyCar, Formula E, Extreme E and esports — have continued to gain momentum in the years since. Formula 1 in particular has grown in popularity in recent years, with over six million people attending races in 2023 and an even larger global fan base, made up of nearly 40% women.
Levi’s® x McLaren Racing
This week, the Levi’s® brand is building on its racing credentials with the launch of the Levi’s® x McLaren Racing Collection, partnering with the British motor racing team to release a collection that embodies the spirit of McLaren Racing’s vintage era and taps into the growing popularity of the sport. The collaboration — the first between Levi’s® and McLaren — lets denim and racing fans alike represent two brands that continue to innovate while staying true to their rich heritage.
The collection features a racing jacket, racing suit, racing gloves, a heritage Trucker jacket, heritage 501® jeans, a constructors tee and a racing bandana. Design elements such as chain stitch embroidery, vintage-inspired patches, crackle prints and color palettes from the McLaren archives are woven throughout the pieces.
The collection launches worldwide on July 3, coinciding with the British Grand Prix at Silverstone Circuit. It will be available for purchase on Levi.com, the Levi’s® app and in select Levi’s® stores.
