Marketing
fromThe Business of Fashion
10 hours agoCreating Meaningful Connections With the Gulf Consumer
GCC consumers expect meaningful engagement, exceptional service, and culturally resonant community connections from brands, not just products.
"Built Like Lee" celebrates Lee's heritage, optimism and craftsmanship (the brand claims to be the first to use a zipper in jeans in the 1920s). The campaign spans connected TV, social media, in-store, influencer partnerships and out-of-home events and is the first effort produced by Lee alongside creative agency Yard. Beyond the denim itself, "Built Like Lee" spotlights the people who wear the pants - people the brand describes as future builders and go-getters.