These are the Levi’s® activations for Madrid Pride 2024

Levi’s® has been and is a brand that has always been committed to the idea of progress and has demonstrated this by advocating for a global community made up of people who dare to be themselves. If we look at the map, Spain has been celebrating an event for decades that perfectly combines all these ideals and focuses on the needs of the LGTBIQ+ community and Levi’s® has the opportunity to be part of this great event by adding value to the cultural programming of Pride.

Levi’s® will host from 28 June to 7 July in the courtyard of its Fuencarral shop an installation to pay tribute to the artists of the community and explain the legacy of the brand with a detailed timeline showing the milestones of Levi’s® in the fight for the rights of the collective and an exhibition of trucker jackets customised by different artists to vindicate their struggle with exclusive embroidered designs.

On the 5th of July at 19:00 the Levi’s® x Mado Talks will be held in the same courtyard, where Jimena Amarillo, Laskaar and Rayo MacQueer will share their testimonies and personal experiences with Gema del Valle and debate about the current situation of the community.

All those who visit the shop will be able to participate in an interactive game in an air booth where the lucky ones who catch the ticket can win exclusive prizes such as customised jackets with the artists’ designs, patches, exclusive embroidery and the unique experience of enjoying the official parade from the Levi’s® Pride float.

Likewise, to enhance the presence of Levi’s® in the city, a Pop-Up will be set up in Plaza de España from 2 to 7 July. Finally, Levi’s® will have a float this year that will carry Levi’s® awareness messages through the streets of Madrid in this great celebration.

Bringing these two icons together for the first time, the Levi’s® x McLaren Racing collection represents the best of heritage and innovation.