• by Steve McClellan  @mp_mcclellan, September 7, 2016

Intent on reviving its “iconic” status, Lee Jeans is rebranding.

To help get the new branding message out the VF Corp.-owned label has launched a new campaign, from its agency GSD&M, to reinforce its original mission to “help can-do people do more.” Called “Move Your Lee,” the campaign is timed to promote Lee’s new fall collection.

"We're putting a stake in the ground to reclaim Lee's status as an iconic brand, with a renewed emphasis on design and innovation through our 'Move Your Lee' rebranding,'" stated Kim Yates, Vice President of Marketing at Lee Jeans. "Many Americans remember Lee from the 90's, but that's not who we are anymore. We have to live up to Lee's rich heritage and ensure that our brand is as relevant as our products are."

Lee's campaign includes a national TV campaign, rebooted website, refreshed in-store experience, and digital and PR support. The "Move Your Lee" advertising campaign takes a lighthearted approach to the concept of movement in its ads, which feature a "Lee Man" and "Lee Woman" in over-the-top scenarios.  

In one spot the “Lee Man” crashes through the ceiling of a business office with a meeting in full swing. “Coffee Anyone,” he asks, proffering a clutch of full and steamy cups of coffee that managed not to spill during the crash through the ceiling.

A voiceover proclaims that "Lees Man" works hard and plays hard. “Lee’s aren’t just jeans to him, they’re freedom pants,” the voiceover intones.

Added Yates: "Our fall fashions will bring to life Lee's commitment to movement, with superior fits designed for an active lifestyle and purposeful designs to elevate personal style.”