Miles A Head
1997–2001
In the late ‘90s, Levi’s had lost its connection with the youth market, competing with brands like Calvin Klein and Tommy Hilfiger. They wanted to use music to connect with a younger audience. We were already vintage Levi’s collectors and freaks, so not only did we understand the brand, but we also had a clear vision for how we could support them. Giant Step created a music platform called “Miles A Head” - its purpose was to position Levi’s as musically “ahead” of their competitors, identifying and presenting the next big thing in music. We embarked on a 5 year program from 1997-2001 which included the US concert debuts and performances of artists like Macy Gray, Jill Scott, Kruder and Dorfmeister, Massive Attack, Air, Goldie, Femi Kuti, Bebel Gilberto, Fatboy Slim, and Roni Size. We also released CDs and merchandise. Giant Step was part of Levi’s global music team helping to create partnerships for the brand with artists like Lauryn Hill, Jamiroquai, and Massive Attack. The series was a precursor for the next stage of Giant Step as a marketing and strategy agency.
Below is a complete collection of double-sided flyers from the “Miles A Head” series in date order.
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