#influencer-partnerships

#influencer-partnerships

Public relations has long been about crafting narratives, shaping perception, and amplifying trust. Yet in today's digital economy, traditional press releases and media outreach alone no longer guarantee visibility. Brands that once relied solely on earned coverage are now realizing the immense value of integrating paid media into their PR strategy. Sponsored content, native advertising, and influencer partnerships are not simply add-ons-they're essential tools that allow brands to cut through the noise, reach targeted audiences, and measure tangible impact.

"Built Like Lee" celebrates Lee's heritage, optimism and craftsmanship (the brand claims to be the first to use a zipper in jeans in the 1920s). The campaign spans connected TV, social media, in-store, influencer partnerships and out-of-home events and is the first effort produced by Lee alongside creative agency Yard. Beyond the denim itself, "Built Like Lee" spotlights the people who wear the pants - people the brand describes as future builders and go-getters.