The work, the first produced with creative agency Yard NYC, is set to the “Come with Me” soundtrack by the band Mt. Joy. Regular people comprise the talent, wearing Lee Rider jackets and Lee 101 jeans. The Lee branded button signals its history.

The campaign runs across the U.S. and Europe on Peacock, Prime, Disney +, Hulu, YouTube, Spotify, TikTok, and Meta. In addition, there are high-impact placements and activations in Lee’s owned stores and platforms. The brand also increased its digital ad spend and influencer strategy to reach younger demos.

“Built Like Lee' is a true celebration of what makes Lee so special — the people who wear it and the brand’s ability to stand the test of time. Few brands are built to this higher standard, where heritage meets staying power and iconic American cool still resonates with new generations,” Ruth Bernstein, CEO of Yard, NYC, told Agency Daily.

Lee's denim jeans has a long history — produced in 1889 in Salinas, Kansas. The growth of Lee was prompted by the introduction of the Union-All work jumpsuit in 1913 and their first overall in 1920. by the 1930s, the company launched a new slogan: “The Jeans that Built America.”

Yard has done creative campaigns for Maranz, Perry Ellis, Athleta and J. Crew.