Go To Work with Levi’s Commuter
Global & US Brand Manager, Levi’s Energy Marketing (2013-2016)
Helping Levi’s reinvent its workwear heritage with young, creative, audiences based in global cities, the brand launched Commuter, a performance denim franchise built for cyclists to enjoy the ride–meeting the functional demands and stylistic needs of the modern urban cyclist.
Over the course of three years, what began as a seasonal lookbook and product customization program for bike messenger and fixed gear racing crews evolved into robust global brand activations incorporating pop-up bike repair, creative co-working spaces, video profiles celebrating Commuter lifestyles, industry-first app partnerships with VSCo and Strava Metro, as well as a limited edition bike saddle collaboration with Brooks England.
$250M Revenue Generated
+800M Media Impressions
+2MM Video Views
+150k Uses of #Commuter
+75k Event Attendees
1,000 Custom Brooks Saddles
Levi’s Commuter x VSCo
In 2014, I launched the first-ever branded partnership with photo editing app/community VSCo. Celebrating the modern commute, we produced a series of customized photo-presets and community influencer activation inspiring people to share their daily rides using #Commuter.
3 Custom Photo Presets (LV1, LV2, LV3,)
10 influencer collaborations
+50,000 participants
+150,000 uses of #Commuter
+2MM downloads of LV1 & LV2 VSCo Presets
+550MM social media impressions
Commuter Workspaces
In 2014 Levi’s Commuter went global with the launch of three month-long pop-up spaces in London, Brooklyn, and Los Angeles.
Multi-faceted community hubs serviced creative, apparel, and mechanical needs of the modern bike commuter. Workspaces showcased the latest Levi’s Commuter gear, while offering free services like bike repair, denim tailoring, cold brew coffee, wifi and collaborative co-working tables. Nightly programming encompassed everything from creative workshops to city planning conversations, photo exhibits, concerts and dj sets.
The Ride Video Series
Ongoing video series from 2014-2015 celebrating the Commuter lifestyle through profiles of local cultural icons in Oakland, LA, Berlin, London, and NYC.
Whether DJs, artists, architects, or activists, each person shares why bike commuting is the best way to experience their city.
+2MM Views
85% Avg Completion Rate
Women’s Commuter Launch
In 2015 I lead the global marketing strategy and US activation program to launch the much-anticipated Women’s collection for Levi’s Commuter.
Tailored to meet the needs of the female cycling community, the campaign centered around a video highlighting the collection’s performance benefits, seasonal lookbook, product seeding program for influential female cyclists, pop-up activations in partnership with specialty bike shops/cafes in CHI, NYC, and PDX, and a profile videos spotlighting women who embrace the Commuter lifestyle.
Go To Work Video Series
Connecting Levi’s Workwear heritage to the lifestyle of the urban cyclists, “Go To Work” demonstrated the functionality and lifestyle of the Commuter collection by showcasing the day-to-night commutes of creatives in NYC, Denver, and Portland.
Knox Robinson - NYC
Small Print Shop - Denver, CO
Chef Chris Diminno, Portland, OR
Levi’s x Brooks England
After a summer of collecting old jeans denim at Commuter Workspaces in LA, NYC, and London, we collaborated with heritage cycling brand Brooks England to give the discarded denim a new lease on life.
Limited to 1000 units produced, the Denim Cambium C17 carries the comfort and dependability of the original C17 with one-of-a-kind appeal.
