Wow

... an up-and-coming singer, then moved on to South Africa, uh, with an artist there, um, had an artist, uh, or group out of the US, Infinity Song, and so and this platform is gonna continue over the course of this year as, uh, as well as moving into, into next year.

So if you think about being in the center of culture and trying to keep a 170-year-old brand relevant, sometimes you're gonna wanna show up in big, iconic ways.

Sometimes you're gonna wanna show up in subcultures, and doing that consistently-

What are some of the most creative ways you can market Levi's jeans right now, and how far are you working to bring those ideas to life?

So we are constantly endeavoring to find creative ways to market, um, both the brand, uh, as well as our, our product.

Um, and so it's, uh, to me, one of the most important things that we do is story tell, because storytelling actually allows our fans and our consumers to kinda understand the role that the brand as well as the product plays in their world-

As the CMO of Levi's, do you see it as your responsibility to protect the legacy that Levi's has built or to continually reinvent what Levi means to the next generation? How do you find that middle ground?

Well, one of the things that we have a privilege of helping to lead the Levi's brand is a brand with a ton of distinctive assets.

So you just mentioned some of the distinctive assets, the arcuate, like the stitching that's on the back pocket, the red tab, which is pretty iconic.

And even like our logo, which we often call it the bat wing logo.

But the little the red shape with the Levi's inside of it.

And when you have those distinctive assets that it actually is a big advantage as a brand.

And what's really fascinating is we saw that advantage come to play just recently with the World Cup.

What can we expect? How is Seoul going to be different from Tokyo?