Kontoor Brands-owned Lee unveiled “Built Like Lee,” its first brand equity campaign in over a decade.
The campaign launches at a time when fall denim is in the spotlight, following American Eagle’s controversy with Sydney Sweeney and Gap’s viral campaign with Katseye.
Set against real-world backdrops and soundtracked with a version of the song “Come with Me” by the band Mt. Joy, the campaign blends Lee denim with vibrant energy. Talent wears a mix of pieces including the Lee Rider jacket and Lee 101 jean alongside trend-forward styles.
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The campaign was informed by in-depth consumer research. Rather than relying on celebrity moments, Brigid Stevens, Lee’s global VP of marketing, said “Built Like Lee” highlights the brand’s exceptional craftsmanship and real connections with consumers. “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,” she said.
“Built Like Lee” is the first campaign created and produced by Lee in collaboration with creative agency, YARD. It will be shared in the U.S. and Europe across channels like Peacock, Prime, Disney +, Hulu, YouTube, Spotify, TikTok and Meta.
Additional activation includes presence in Lee’s owned stores and digital properties as well as select retailers, influencer partnerships and events in Paris and New York.
Lee is a brand in transition. In Q2 2025, global revenue decreased 6 percent to $166 million compared to prior year. In the U.S., revenue decreased 5 percent. International revenue decreased 6 percent.
The campaign kicks off a global repositioning strategy to modernize Lee’s voice, strengthen its cultural relevance, and forge deeper connections with denim consumers.
Scott Baxter, Kontoor Brands president, CEO and chairman, teased the campaign in the company’s earnings call last month, saying the campaign will be supported by strong product and enhanced distribution. Baxter added that the campaign speaks to the strength and quality that has defined Lee for more than 135 years, reimagined for a younger generation of consumers.
“Test results have been very encouraging, and we are excited to bring the new vision to life ahead of the holiday season,” he said.
“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,” said Jenni Broyles, executive VP, chief commercial officer and global head of brands, Kontoor Brands. “‘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.”
