SpendscapeCompanies · Apparel
Levi Strauss
AdvertiserLEVI
Levi Strauss spent $437M on advertising and marketing in fiscal 2025, up 1.6% on the year before and +10% since 2019. That's 7.0% of revenue, less than in 2019: the business outgrew its marketing.
$437Mmarketing spend, FY2025
+1.6%vs the year before
7.0%of revenue (0.0 pts vs 2019)
Receipts say brand/spend downsay vs do
Marketing spend by year
Bars: advertising and marketing expense, $B (10-K). Line: spend as a share of revenue.
What they told investors
“Premiering during one of the most watched moments of the Super Bowl, early results have been very encouraging, with strong awareness, brand equity lists and more than 1.4 billion media impressions generated in February alone.”Michelle Gass · 2026 Q1 · transcript
“These share gains are supported by strong brand heat, reflected by higher social media engagement and meaningful gains in brand equity versus last year.”Michelle Gass · 2025 Q4 · transcript
“For the year, we expect marketing spend to be approximately 7% of total revenues flat to $20.25.”Harmit Singh · 2025 Q4 · transcript
“However, this spend will be Q1 weighted given the timing of a global marketing campaign which kicks off in February with the Super Bowl.”Harmit Singh · 2025 Q4 · transcript
What the 10-K says about marketing
- investing in brand “We continually strengthen our portfolio of brands and our positioning at the center of popular culture with a diverse mix of marketing initiatives to drive consumer demand, such as through social media and digital and mobile outlets, sponsorships, product placement in leading…” 10-K, Jan 28, 2026
Say vs do
Receipts say brand/spend down. In 91 statements from its leaders in interviews, 10 argued for investing in brand and 1 for cutting; the filed spend went down.
In the news
- Levi’s® Keep It Cool: ROSÉ and SGA Go Loose MEGA Magazine · Sep 28, 2026 · campaign
- Levi’s x The Smashing Pumpkins Turns ’90s Band Merch Into a Living Archive stupidDOPE · 2026-09 · sponsorship