LEVI’S SKATEBOARDING

Levi's has always been a staple among skaters, so it was only fitting for the brand to officially enter the skateboarding community. But how do you navigate a culture that is notoriously critical of big brands?

By honoring Levi's workwear heritage, we worked with the team to position Levi's Skateboarding as a genuine extension of the workwear legacy. Collaborating closely with the DIY skateboarding community, we upheld the rugged spirit of workwear while celebrating the creativity and resilience that define skate culture.

Through countless collaborations, events, film and print projects around the world, we crafted a cultural narrative that resonated with skaters and communities worldwide.

  • Creative direction Europe: Victor Lieberath
    Director: Simon Weyhe
    Producer: Anders Lund

LOCALS ONLY

For the 'Locals Only' project, we hit the road and linked up with skateboarders and creators from all over Europe, capturing their passion for skateboarding, music, building, art, and the stories behind each community. Out of it came a series of mini documentaries, a 256-page book, and events that brought it all to life across Europe.

  • Art direction and design: Victor Lieberath
    Producer: Anders Lund
    Director and editor: Simon Weyhe
    Photographer: Thomas Skou

Building on the momentum of the first 'Locals Only' project, the prime focus moving forward was supporting the DIY culture and providing dedicated skatepark builders with the resources they needed to bring their visions to life. We connected Levi's with 'Builders' Jam', a week-long event where teams from across Europe came together to build a new skate park from the ground up. It was pure passion in action, no frills, just a raw drive to create. In just one week, these builders turned a blank canvas into one of the best DIY skate spots in Europe.

LOCALS ONLY #2

  • Art direction and design: Victor Lieberath
    Producer: Anders Lund
    Director and editor: Simon Weyhe
    Photographer: Thomas Skou

SKATEBOARDING IN INDIA

As the brand expanded beyond Europe, Levi’s® Skateboarding teamed up with some of the creators we had worked with in the previous projects, the Holystoked skate crew from Bangalore and 24 dedicated skateboarders and builders from across the globe, to construct India's first free public skatepark. Pro skaters like Stefan Janoski and Omar Salazar joined not just to lend their skills to the build, but also to be part of the action once the park was complete.

  • Produced by: Imprint Projects
    Filmed by: Simon Weyhe and Mathias Nyholm Schmidt
    Edited by: Simon Weyhe

Skateboarding in India documentary

GLOBAL LAUNCH OF LEVI’S® SKATEBOARDING

To celebrate the global launch of the Levi's® Skateboarding Collection, we partnered with CPH OPEN to host a block party in the Nørrebro neighborhood of Copenhagen. The event was more than just a product launch — it was also a tribute to the India skatepark project. To make it memorable, we brought an authentic Indian Tuk Tuk to Copenhagen, which cruised around the city during the CPH OPEN event, where we also screened the documentary about the India skatepark build.

In addition, we created a donation initiative for the Indian skate community, inviting people to contribute skate gear by delivering it directly to the Tuk Tuk. This concept expanded across Europe, with events in Berlin, Paris, and Barcelona, ultimately culminating in the shipment of a container with skate gear to India.

Photos by Jonathan Mehring and Thomas Skou

Levi's® Skateboarding funded the build of a large scale public skatepark in La Paz, Bolivia, while over 100 volunteers — skateboarders and builders — from across the globe came together to make it happen. This huge undertaking was a united effort that combined skills, passion, and sweat to create a public space for the community.

Produced by Imprint Projects
Filmed by Simon Weyhe and Mathias Nyholm
Edited by Simon Weyhe

THE PURA PURA SKATEPARK BUILD

The Pura Pura documentary

BOLIVIAN BLOWOUT BERLIN

After the success of the La Paz project, the goal was to introduce the Levi's® Skateboarding Collection to the media. But we went further, taking over St. Agnes Church in Kreuzberg, Berlin, and transforming it into an epic celebration of the Pura Pura Skatepark build.

Inside the iconic St. Agnes Church, a brutalist masterpiece now home to the Koenig Gallery, we constructed a pop-up skatepark and curated an exhibition showcasing photos that captured the spirit of the Pura Pura project. Skaters from around the world gathered for open sessions across the two days, culminating in an epic best-trick-for-cash contest. Outside, the yard became a Bolivian-style street kitchen and bar, featuring our special 'Bolivian Blowout' beer created in collaboration with Mikkeller Beer. The space also included a hangout area and a Bolivian pop-up shop, with all proceeds going towards further development of the Pura Pura park.

  • Concept: Victor Lieberath and Kingswood
    Production and organization: Kingswood
    Creative direction: Victor Lieberath
    Event production: V.O Events
    Skatepark design: Yamato Living Ramps
    Photo: Marcel Weldman
    Video: Simon Weyhe and Mathias Nyholm Schmidt.

SPOT DELIVERY

Expanding on the connections we had made in the community, Levi's funded the Spot Delivery project, which brought together a crew of skaters and builders who hit the road in an old double-decker bus. They journeyed through Europe, transforming empty spaces into new skate spots. The adventure culminated in Copenhagen, where they built the iconic Triangle Spot on the Copenhagen harbour and capped it all off with an epic session at CPH OPEN. We captured it all in a documentary and a book, showcasing the wild ride and all the unforgettable moments along the way.