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Levis at NRF 2018
Marketing

How Levi’s turned moments into momentum

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NRF 2018

For more from NRF 2018: Retail’s Big Show on January 14 – 16 in New York City, visit the official recap.

Levi’s Brand President James ‘JC’ Curleigh began his session at NRF 2018: Retail’s Big Show on a bicycle, highlighting Levi’s collaboration with Google to create the connected commuter trucker jacket. It was a chance encounter a few years ago in New York City, Curleigh said, that resulted in outerwear that connects to a smartphone — allowing commuters to check the time, control music and get directions, just by swiping their sleeve — and one that perfectly encapsulates how the iconic brand is harnessing its heritage, values and loyal fan base to move into the future of lifestyle brands.

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