Lee launches global campaign to reclaim denim authority

Lee, the 135-year-old American denim brand, has unveiled Built Like Lee, a new global brand platform and equity campaign designed to reassert its position as a leading voice in denim. The campaign celebrates Lee’s legacy of craftsmanship while embracing a fresh, modern vision aimed at connecting with today’s denim enthusiasts.

Jenni Broyles, executive vice president, chief commercial officer & global head of brands, Kontoor Brands: "This campaign taps into the power of iconic American cool, a distinction few denim brands can rightfully claim, but one that Lee has authentically owned for more than a century. Built Like Lee’ represents an inflection point in our brand evolution, showcasing how we’re evolving our voice to drive new and deeper consumer connections while celebrating the heritage that has given Lee staying power."

Created with creative agency YARD, the campaign spotlights Lee denim in real-world backdrops, soundtracked by Mt. Joy’s Come With Me. The visuals highlight iconic pieces such as the Lee Rider jacket and Lee 101 jeans, alongside modern, trend-forward styles.

The campaign also emphasizes Lee’s signature button – a design element stitched into Lee denim for over 100 years – as a symbolic connector between generations of consumers.

Brigid Stevens, global vice-president of marketing, Lee: "Rather than relying on celebrity moments, ‘Built Like Lee’ highlights what makes us iconic: exceptional craftsmanship, real connections with our consumers, a commitment to those who embrace what’s possible. We’re excited to introduce new audiences to Lee’s timeless style while reminding longtime fans why we’ve remained a staple in their closets."

Built Like Lee debuted across the US and Europe, with a digital-first media plan spanning Netflix, Paramount+, Peacock, Prime, Disney+, Hulu, YouTube, Spotify, TikTok, and Meta. The campaign will also appear across Lee’s owned channels, retail partners, influencer collaborations, and experiential activations in Paris and New York.