Lee's "Built Like Lee" Campaign Honors Heritage, Inspires Future Builders

Lee has launched its new global brand initiative, "Built Like Lee," on September 15, 2025, designed to re-establish its foundational legacy and forge a connection with contemporary audiences. The campaign highlights the brand's enduring spirit, optimism, and commitment to craftsmanship, spotlighting iconic pieces such as the Rider jacket and the classic 101 jean. Founded in 1889 by Henry David Lee in Salina, Kansas, Lee has a rich history rooted in providing durable workwear, with early innovations like the Union-Alls in 1913 and the first overall in 1920 laying the groundwork for its ascent as a leading manufacturer. The introduction of the zipper fly in the 1920s and the iconic Lazy "S" stitching on back pockets further cemented Lee's reputation for quality and innovation.

The "Built Like Lee" campaign distinguishes itself by focusing on the brand's intrinsic narrative and its consumers, deliberately eschewing celebrity endorsements. Instead, it features a diverse cast embodying the spirit of 'doers' and 'builders'—individuals shaping the world. Brigid Stevens, Global Vice President of Marketing at Lee, stated that the campaign aims to showcase "exceptional craftsmanship, real connections with our consumers, a commitment to those who embrace what's possible." The campaign's visual language uses authentic backdrops and a version of Mt. Joy's "Come With Me" to emphasize the brand's enduring optimism and the value of purposeful action.

Complementing this core message, Lee has engaged in collaborations with brands such as Crayola, Buck Mason, Paul Smith, and Alpha Industries. These partnerships aim to reinterpret classic styles, align with entrepreneurial values, and foster a sense of shared identity, introducing the brand to new consumers and reinforcing its timeless appeal.

This campaign arrives as Lee, a brand with over 130 years of history, navigates a dynamic market. Kontoor Brands, Lee's parent company, reported a 6% decrease in Lee's global revenue to $166 million in the second quarter of 2025. However, the "Built Like Lee" initiative represents a forward-looking strategy, recognizing that for younger generations, authenticity, cultural relevance, and a brand's story are paramount. By leaning into its heritage and celebrating its craftsmanship, Lee is positioning itself as a symbol of enduring quality and forward-looking optimism for a new era of creators and innovators.