Levi’s® is now an official partner of the State Fair of Texas. To celebrate, we designed an immersive on-site experience that put a Texas twist on Levi’s® iconic denim and Trucker Jackets. Set in front of the legendary Cotton Bowl stadium, the Western saloon–inspired activation welcomed fairgoers into a Levi’s® world that honored both Texas culture and community pride.

Guests took the reins with interactive moments—winning discounts and prizes through a game of horseshoes, customizing Levi’s® denim apparel, or topping off their look with a cattle-branded Levi’s® cowboy hat. Big Tex, the fair’s beloved mascot, took center stage with exclusive one-of-a-kind patches created just for the occasion. Blending fashion, tradition, and hands-on creativity, this first-ever activation gave fairgoers an unforgettable way to experience Levi’s® at the State Fair of Texas.