Kenny Mitchell (Levi’s) | From Breakdancer to Legacy Brands

About this episode

Kenny Mitchell discusses his journey from breakdancer to CMO of Levi's and the importance of connecting brand legacy to modern culture.

Long before our guest this week became the CMO of Levi’s, he was rocking the brand as a kid, breakdancing with his brother in shell-toe Adidas and Levi’s denim. Fast forward a few decades, and he’s now leading one of the most admired brands in the world. This week Jim welcomes Kenny Mitchell, SVP and Chief Marketing Officer of the Levi’s brand at Levi Strauss & Co. The legacy brand was founded in 1853 by Bavarian immigrant Levi Strauss during the California Gold Rush. Originally designed as durable workwear for laborers, now 173 years later, it is the market leader in denim apparel, generating more than $6 billion in annual revenue. Kenny joined Levi’s in 2023 after serving as CMO of Snap Inc., bringing with him a track record of driving growth and cultural relevance. Since joining, he’s been focused on creating “modern-day moments” for the brand, connecting Levi’s legacy to today’s culture, from high-impact partnerships to the brand’s return to the Super Bowl with its “Behind Every Original” campaign. Previously, he has held senior marketing roles at McDonald’s U.S., Gatorade, and NASCAR.  Tune in for a conversation about growth, culture, and leadership, and what it…

People in this episode

Host: Jim Stengel

Guest: Kenny Mitchell

Topics covered

• marketing
• brand leadership
• cultural relevance
• growth strategies
• legacy brands

Keywords

• Kenny Mitchell
• Levi's
• CMO
• marketing
• brand growth
• cultural relevance
• Super Bowl
• legacy brands

Mentioned in this episode

Organizations: Levi Strauss & Co., Snap Inc., McDonald’s U.S., Gatorade, NASCAR, Levi’s

Places: Super Bowl

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