Rosé Brought K-Pop to Levi's Super Bowl Moment

When the Super Bowl played at Levi's Stadium this February, the brand had the perfect excuse to make a statement. They brought out Rosé (로제), the K-pop superstar and BLACKPINK member, as their newest global ambassador. It was not a coincidence. It was an alignment years in the making.

The Campaign: Behind Every Original

On February 9, 2026, Levi's launched "Behind Every Original," a global campaign with one unmistakable twist: every celebrity is filmed exclusively from behind. The Super Bowl debut film, titled "Backstory" and directed by Kim Gehrig, cuts through decades of Levi's cultural history with a rapid-fire montage of famous backsides in denim. George Michael's "Faith" era. A nod to the iconic Born in the U.S.A. album cover. Today's cultural icons, moving and dancing to James Brown's "Get Up Offa That Thing."

The full cast of Levi's global ambassadors spans music, sport, and fashion: Grammy-winning rapper Doechii, NBA MVP Shai Gilgeous-Alexander, filmmaker and DJ Questlove, model Stefanie Giesinger, and Disney-Pixar's Woody from Toy Story. And fronting the K-pop angle: Rosé, wearing Loose Boot cut jeans paired with a Relaxed Fit Trucker jacket.

Rosé's Moment on the Biggest Stage

The campaign does not just feature Rosé. It makes a case for her. In a brand statement, she described her creative approach with clarity: "When I create something new, I start with myself. Each project begins with a clear vision, one I carefully shape and bring into the world." That is not an ambassador delivering a talking point. That is someone who understood the assignment.

The Levi's connection did not stop at the commercial. Rosé attended the actual Super Bowl at Levi's Stadium, dressed head-to-toe in Levi's: the brand's Icon Skirt, a black graphic tee, and a '90s Trucker Jacket. She brought the campaign off the screen and into the stands.

The BLACKPINK Fashion Machine

BLACKPINK (블랙핑크) may be the most brand-powerful group in K-pop history, and their individual fashion portfolios make the case. Jisoo is a Dior global ambassador. Jennie is the face of Chanel. Lisa has partnerships with Bulgari and Celine. And now Rosé, already the global face of Saint Laurent for both fashion and beauty, adds Levi's to her resume.

What makes the Levi's deal distinct is the American angle. Saint Laurent is Parisian luxury. Levi's is American culture, the kind that lives in every closet on the planet. By placing Rosé at the center of the most-watched US television event of the year, Levi's made a calculated bet on K-pop's global reach.

Rosé is a New Zealand-born, Australian-raised Korean artist, signed to The Black Label and Atlantic Records, who delivered one of 2024's biggest global hits with "APT." featuring Bruno Mars. She is arguably the member best positioned to carry that crossover energy into an American cultural institution like Levi's.

This comes as BLACKPINK returned as a group with their third mini album DEADLINE. The solo pipeline has made every individual move matter more, not less. Read the full breakdown in our DEADLINE coverage.

What Comes Next

The "Behind Every Original" campaign extends well beyond the Super Bowl. Levi's has committed to a full year of activations: individual six-second reveal clips for each ambassador, plus social, digital, in-store, and out-of-home content rolling out globally throughout 2026. Rosé's chapter is just beginning.

For a K-pop star to front an American denim icon's biggest campaign of the decade is not a niche story. It is a signal. K-pop's cultural footprint has reached the point where the biggest US brands are not just welcoming it. They are building their global strategy around it.