BLACKPINK’s Rosé has been named a global ambassador for Levi’s after taking part in the brand’s landmark “Behind Every Original” campaign. The 28-year-old K-pop idol was in a starring role in Levi’s commercial that aired during Super Bowl 60 on February 8 at Levi’s Stadium in Santa Clara, California.
The campaign, titled “Backstory,” celebrates individuals who shape culture, from celebrities to everyday workers. It presents them uniquely from behind to emphasize the iconic back view of Levi’s jeans. Rosé appeared alongside other notable figures, including Grammy-winning rapper Doechii, NBA MVP Shai Gilgeous-Alexander, Academy Award-winning artist Questlove, and model Stefanie Giesinger.
In the film, she wore Loose Boot cut jeans paired with a Relaxed Fit Trucker jacket. The ad was directed by acclaimed filmmaker Kim Gehrig and set to James Brown’s classic song “Get Up Offa That Thing.” Levi’s plans to extend the campaign on social media, digital platforms, in stores, and out-of-home advertising throughout 2026.
This announcement comes on the heels of a peak in Rosé’s career. On February 1, 2026, she made history at the Grammy Awards, becoming the first lead K-pop artist to perform and receive nominations in the show’s main categories.
She performed her hit collaboration with Bruno Mars, “Apt.,” and earned nominations for three major categories. On the red carpet, she captivated audiences in a custom Giambattista Valli Couture gown.
In addition, the “APT.” singer is associated with YSL, Rimowa, and Puma. She recently led Puma’s “Quiet Rebellion” campaign and continues to balance her thriving solo career with her activities as a member of BLACKPINK.
Meanwhile, BLACKPINK will drop the album, Deadline, on February 27 and hold encore concerts in the summer to celebrate their 10th debut anniversary. After the album’s release, members will continue solo activities and negotiate the group’s contract renewal with YG in the second half of the year. If both sides do not agree to the terms of the contract extension, BLACKPINK might disband
