The Challenge

160over90 was set the challenge of creating a campaign that celebrated Liverpool FC's first Premier League win whilst communicating Levi's position as an official club partner.

A key pillar of Levi's ongoing partnership with the club is supporting the local community so within our response we were tasked with bringing the fans closer to the club at a time where they'd never felt further away due to COVID-19.

The Solution

Inspired by Levi’s heritage in design and Liverpool's creative arts heritage, we recruited street artist Akse to bring to life the club's 2019/20 winning season in a way only Levi’s could.

Designing three bespoke trucker jackets inspired by first-team players, we curated, shot and edited light hearted content with Andrew Robertson, Alex Oxlade-Chamberlain and Divock Origi as they discussed the squad's (and gaffer’s!) fashion sense sharing their season-defining moments with Sky Sports presenter and Liverpool fan, John Fendley.

Akse then worked his magic and transformed the players' soundbites into three exclusive jackets, all including a piece of the Anfield goal net from the historic Kop end. Working with the Levi's retail team, one of the jackets was displayed in the Levi's Liverpool One store while another was featured live on Sky Sports' Soccer AM show, generating awareness of the campaign.

Fans were invited to win one of the truckers by entering a prize draw. At £3 a ticket, all proceeds were donated to the LFC Foundation (the club's own charity), with the aim to help fund community pantries in Liverpool through its COVID-19 recovery response work providing vital food supplies to the most challenging communities in the city.

In addition to the jackets, a single illustration combining the three trucker jacket designs was created for an exclusive t-shirt design, available for fans to print in-store at the Levi's Print Bar in Liverpool and London. All sales were donated to the local community pantries.

The Results

£18,000 raised for the LFC Foundation - financing the the set-up and operation of one community pantry for a year.

8.9 million views on hero content with 679,000 engagements across social output.

100+ pieces of earned output with a global reach spanning 11 countries and a total media value of £159,000.

Hero content saw a 2.3x higher average view-time on the LFC Facebook channel than the club's partner benchmark.

Raised for LFC Foundation
views on hero content across campaign
earned pieces of output spanning 11 countries globally


Levi's x LFC x Akse

We worked with Liverpool’s official partner Levi’s to create three bespoke trucker jackets designed by the team and street artist Akse - celebrating the club’s Premier League title. All proceeds raised from the jackets were donated to support the local COVID-19 recovery response.

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