The British fashion brand Lee Cooper is launching in Israel a social campaign marking the launch of the Winter 2025/26 collection, under the slogan "UNITED BY DENIM". The campaign, with an investment of NIS 700,000, conveys a message of unity, acceptance, equality and self-expression through the timeless fashion item: Denim.
The campaign video, filmed by Yonatan Weizman, presents five of Israel’s leading football players from different and rival teams: Sean Goldberg (Maccabi Haifa), Roy Revivo (Maccabi Tel Aviv), Yarin Levy (Beitar Jerusalem), Ran Benjamin (Hapoel Tel Aviv) and Amir Genach (Hapoel Beersheba).
The video was designed inspired by the gaming and arcade worlds of the 1980s, combining dynamic animation, vibrant lighting and energetic sounds. It opens with a young woman entering an old hall where a mysterious pinball machine is placed, and the screen comes to life into an energy arena in which the players star.
“What unites is stronger than what divides”
Ganit Alon, the brand’s VP of Marketing: “The new campaign represents the spirit of the Lee Cooper brand, which celebrates individuality but believes in unity. It crosses teams, cities and identities, and reminds that denim is the most universal language there is – one that speaks freedom, equality and self-expression.”
According to her: “We chose to connect players from different teams specifically to show that what unites us is stronger than what separates us. Denim is an item that accompanies people from all walks of life – men and women, young and mature, from all corners of the country. It represents connection, freedom and authenticity – and that is exactly the message we want to convey in the campaign.”