Apr 20, 2021
Footballer and poverty campaigner Marcus Rashford is starring in a new Levi’s campaign that focuses
on sustainability.
The new Buy Better, Wear Longer global campaign aims to raise awareness of the environmental impact of clothing production and consumption. It positions the Levi’s brand and its products as an alternative to fast fashion.
But it also gives Rashford and the other stars of the campaign the chance to talk about subjects that matter to them. In his personal 40-second film, Marcus Rashford says: “I want to give kids a great opportunity no matter where they come from or where they start.”
Rashford has boosted his profile far beyond football in the past year as he urged the UK government to do more for children living in poverty and drove real change in the official attitudes to free school meals.
His higher profile also saw him staring in Burberry campaigns and again, it was his campaigning rather than his status as an extremely bankable football star that was key here.
For Levi’s, he appears in the main 60-second film as well as in the individual film created around him (and the other stars of the wider campaign who have included Jaden Smith).
The company aims to get consumers to think twice about where to get their clothes, with the firm encouraging purchasing second-hand, using in-store tailors to extend garment life and generally wearing the item for longer.
Brand president Jennifer Sey said the campaign wants to “encourage consumers to be more intentional about their apparel choices”.