Shai Gilgeous-Alexander Joins Levi’s as Global Ambassador, Drops His Go-To Style Rules

Shai Gilgeous-Alexander is officially stepping deeper into his fashion era. The Oklahoma City Thunder guard has been named the newest global brand ambassador for Levi Strauss & Co., fronting the brand’s latest campaign and offering fans a glimpse into his personal approach to style.

The partnership arrives as part of Levi’s sweeping “Behind Every Original” campaign, which made its first splash during the 2026 Super Bowl. The cinematic launch film, titled “Backstory,” was directed by Kim Gehrig and features a lineup of cultural heavyweights — from Grammy-winning artist Doechii to beloved Toy Story character Woody — reinforcing Levi’s deep roots across music, sport, and pop culture.

In a newly released “three-pointer” video, SGA keeps it concise and authentic, breaking down three core rules that define his aesthetic.

First? Balance is everything.
“Your shoes and your pants must always be cohesive,” he explains, emphasizing proportion and harmony from the ground up.

Second? Don’t overdo it.
“Never let your accessories outshine your outfit,” he adds — a reminder that subtle flexes often speak the loudest.

And lastly — in true SGA fashion — he bends the rules.
“There are no rules. If you trust your eyes and your taste for fashion, you’ll be okay.”

It’s that mix of discipline and instinct that has positioned Gilgeous-Alexander as one of the NBA’s most consistent tunnel-style standouts. Off the court, he’s built a reputation for tailoring, refined silhouettes, and effortless layering — making Levi’s a fitting partner as the brand continues to cement its presence at the intersection of sport and culture.

Speaking on the campaign’s impact, Kenny Mitchell, Global Chief Marketing Officer at Levi Strauss & Co., described “Behind Every Original” as a story only Levi’s can tell — one that celebrates the brand’s legacy at the center of music, sports, and fashion for generations.

Launching the campaign during the Super Bowl — hosted at Levi’s® Stadium — further underscored that message, merging athletic spectacle with cultural storytelling in a way only Levi’s could pull off.

With SGA now officially part of the Levi’s family, expect the brand’s denim legacy to keep evolving — one polished fit at a time.

Photos Credit: Levi’s