Levi’s and Jordan Brand are two legacies woven together by a common thread: greatness. That shared ethos comes through in their latest collaborative collection, which spans four Air Jordan 3s and a complementary apparel range that bridges craftsmanship and sportswear. Beloved motifs sit atop heritage-driven designs, reworked with a modern streetwear sensibility.
Spike Lee, one of the campaign’s central figures, sat down with us to discuss the collaboration, reflect on the importance of work ethic, and revisit his early interactions with Michael Jordan.
The project extends beyond Lee himself. Set in a neighborhood park, the campaign brings together multiple communities dressed head-to-toe in Levi’s x Jordan Brand, styled by Cam Hicks. Lee appears alongside Jay Wright, the son of Larry Wright, who featured in his iconic “Button Your Fly” ad from the early ’90s. Skater Josh Velez and artist Rio Amor also make appearances, while a Tai Chi group rounds out the cast, wearing the special “Year of the Horse”-themed Air Jordan 3.
For both collaborators, greatness is defined by dedication to craft and staying true to oneself. That philosophy is unified by denim, the collection’s common denominator, which runs through every look and every group featured.
Before diving into our conversation with Lee, let’s break down the 13-piece collection, beginning with its centerpiece: the Air Jordan 3. The “Rigid” colorway features classic indigo denim panels paired with black-on-black elephant print around the heel. The “Black” iteration takes a more understated approach, combining pebbled black leather, black denim panels, and a denim heel tab embroidered with Nike Air branding, offset by subtle gray accents.
The “Year of the Horse” colorway celebrates the Lunar New Year through unbleached rigid ecru denim. Releasing exclusively in Greater China, Japan, and South Korea, the pair features pony hair panels, a jacquard heel tab, and red chain-stitch embroidery referencing the Year of the Horse on the interior tongue. A similar treatment appears on the Los Angeles-exclusive iteration (not pictured), which replaces the motif with red “City of Angels” text. Off-white pebbled leather and strategic blue denim accents round out the upper.
All four colorways are finished with Levi’s signature Red Tab placed on the lateral side of the right shoe. Jumpman branding remains intact, while a translucent co-branded hang tag features a special iteration of the Levi’s leather patch. Inside, a red sockliner is printed with Levi’s iconic dollar bill graphic, reading, “This is a pair of Levi’s.”
On the apparel side, the Pinnacle Varsity Jacket emerges as the hero piece. Its maximalist construction pairs a melton wool body with leather sleeves, complemented by a quilted satin lining and vintage-inspired graphics pulled from both brands’ archives. The interplay of past and present continues across the range: the Football Jersey adopts a cropped, boxy silhouette; the Overshirt Jacket is rendered in 12-ounce rinsed indigo denim; and the Type III Trucker arrives in black washed denim with an aged tint and oversized Wings logo at the back. Co-branding extends to everyday staples like the Fleece Zip Hoodie and Short Sleeve Shirt, the latter reviving Levi’s “Button Your Fly” graphic from Spike Lee’s original campaign.
Levi’s and Jordan Brand also revisit the denim specialist’s 578 silhouette with the Black Baggy Jean. Designed to complement the footwear, its extended inseam enhances stacking over the sneakers. The Baggy Shorts offer a similar sensibility, crafted from 12-ounce rinsed indigo denim with pleats and a below-the-knee cut. Rounding out the collection is the Denim Cap, featuring Air Jordan embroidery and Levi’s Red Tab set against rinsed indigo.
The tagline for the campaign is “everyday greatness.” What does “everyday greatness” mean to you?
Spike Lee: It’s a mentality. You’re not going to be great every day. But when you wake up in the morning, that’s the goal. You have to put the work in to be great. You don’t just show up and be great. You have to carry a work ethic and mentality to accomplish this. If you fake the funk, you’ll get exposed.
Looking at the campaign itself. We have two great American brands that have grown into international icons. You see the Jumpman and the leather patch together; these exemplify greatness.
“You’re not going to be great every day. But when you wake up in the morning, that’s the goal. You have to put the work in to be great. You don’t just show up and be great.”
Tell me more about the early days of working with what is now Jordan Brand.
Being involved in Michael Jordan’s partnership with Nike is one of the greatest things that ever happened to me. I have to give it up to the late great Jim Riswold. He worked at Wieden+Kennedy and saw my first film, She’s Gotta Have It, which turns 40 this year. He somehow found my number and proposed pairing me with Michael Jordan. The catch was that Jordan had no clue who I was. At one point, I mustered up the courage to ask him, “Why did we do this together? You didn’t even know who I was.” He looked at me with a smile on his face and said, “Motherf*cker, you’re wearing my shoes.”
I’ve said it many times before and I’ll say it again, I’ve had the honor and the privilege to be called a “Motherf*cker” by Michael Jordan several times, especially in Madison Square Garden. I like to talk a lot of sh*t and he’d tell me to sit my little skinny ass back down in my seat, to which I would happily oblige. He’s the nicest guy, but back then, when he was on the court, he was an assassin. You just knew he was about to do something phenomenal, and the Knicks would lose, and I was a witness to that. Afterwards, we’d get to joke around, but when the game’s going on, he’s not playing. Most definitely, he’s not playing.
How are you hoping the audience engages with the campaign? Is there a feeling you’re looking to pull out?
It’s the union of two iconic brands, coming together again. It’s a perfect marriage, it’s iconic. For me, that’s the word. And it’s not just the sneakers, we got t-shirts, sweaters, hoodies, jean jackets, the whole deal.
“Craftsmanship meets sport culture: classic cuts are recoded, and sport codes are denimized.” I like that. I didn’t write that, but it sounds good, right? You can’t go wrong with this. I already got something on, and the rest is coming. So I’m gonna be flossing.
“At one point, I mustered up the courage to ask Jordan, ‘Why did we do this together? You didn’t even know who I was.’ He looked at me with a smile on his face and said, ‘Motherf*cker, you’re wearing my shoes.'”
Do you see these collabs as preserving history or pushing it forward?
It’s both. It’s hard to do, but Levi’s and Jordan Brand are doing it. You capture the history and then move it forward. If you can combine the past and present, that’s a great formula for success.
What does it mean to you to be part of the evolving legacy of Jordan Brand after all these years?
I have lived a very blessed life. Met some great people and companies. I don’t take it for granted one bit. I still carry the same spirit and energy that inspired me when I was a kid in Brooklyn, before I knew I wanted to be a filmmaker. I know nothing lasts forever, and I enjoy the time that I have.
There have been many times when gifts from the world have happened. I never expected that this campaign would include me. So when I do get an email or a call, it’s a blessing to me. Now I’m not sitting around praying for a campaign to come my way. I go about my business, and when moments like this arrive, it’s a blessing. I continue doing the work, continue doing the work, continue doing the work, and companies see that. Here we are talking about the evolution of the Levi’s x Jordan Brand partnership, and I’m glad to be part of it. I consider myself part of the Jordan Brand and Levi’s family, so I’m gonna use this word again; it’s a blessing.
The rollout for the Levi’s x Air Jordan 3 campaign begins on January 23, when the “Year of the Horse” colorway launches via select retailers in Asia, including HBX. From there, the “Rigid” pair and the entire apparel range will be available in San Francisco on February 5. Rounding out the region-based drops is the “Los Angeles” version of the shoe, which lands in the city on February 13. The global drop is scheduled for February 20 via Levi’s.
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