Dockers Expands ‘Live Original’ Campaign Cast

It’s a busy time for Levi Strauss & Co.-owned brands.

Following the launch of Levi’s dance-focused campaign with DJ Kaytranada, and responding to the high-profile shout-out the brand receives on Beyoncé’s new “Cowboy Carter” album, sister brand Dockers has unveiled the second edition of its “Live Original” campaign.

More from Sourcing Journal

• Acne Studios Creative Director Talks Kylie Jenner Effect

• Levi's Launches Open Casting Call for Dancers

• Levi's Re-Opens Kyoto Store As CEO Looks to Increase Asian Market Share

The brand launched the new campaign on Tuesday, adding model and former Victoria Secret angel Taylor Hill, Peruvian singer/songwriter Nicole Zignago and Ukrainian tennis player Elina Svitolina, who is currently ranked No. 17 in the world, to the story.

The San Francisco-based khaki purveyor launched the “Live Original” campaign earlier this year with a message that celebrates originality.

The women ambassadors join returning partners Washington Wizards point guard Jordan Poole, BMX athlete Matthias Dandois, Mexican athlete/freerider Johnny Salido and French tennis player Gael Monfils.

“Live Original” celebrates the idea that originality isn’t about being the first to do something. Rather, it’s about what you do and how you do it.  “It’s a story that also taps into the unique blend of optimism, authenticity, and creativity that sits at the core of the California mindset,” Dockers stated.

Each ambassador was chosen for their original voice and having the courage to take roads less traveled, the brand stated. For the campaign, Dockers followed each ambassador across three days through city and beach environments in Northern California and spoke about their personal style evolution.

Underscoring the collection’s versatility, the campaign shows off Dockers’ Original tees, chinos, cargo pants and performance products like its City Tech trousers and Motion chino. Highlights in the women’s collection include a knit tank, bodysuit, high-waisted straight-fit jeans and wide-leg pleated khaki pants.

“Dockers is excited to launch this second iteration of “Live Original” as a way to show what can happen when you embrace and celebrate your own unique approach to life and style,” the brand stated.