Lee® launched a new global advertising campaign titled 'Built Like Lee,' aimed at introducing a new generation to its iconic heritage and 'can-do optimism.' This campaign is a key part of the brand’s global repositioning strategy. It seeks to reinforce Lee's timeless style and enduring quality.
The campaign was informed by in-depth consumer research, ensuring its messaging resonates with target audiences. It highlights the brand's legacy of purposefully designed denim and casual apparel. This initiative is designed to create deeper connections with consumers and enhance brand equity.
This major marketing effort is expected to drive increased brand awareness and purchase intent for Lee products. By sharpening its brand identity and storytelling, Lee aims to regain its place in the center of culture and fuel its return to sustainable growth.
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