Levi Strauss & Co. has secured an exclusive 17-style capsule collection at Macy's to mark the retailer's 100th Thanksgiving Day Parade, rolling out Tuesday at select Macy's stores and on macys.com. The deal pairs one of Macy's highest-volume denim brands with its highest-visibility annual marketing event, spanning men's, women's and accessories.

The limited-edition range applies patches, prints and graphics drawn from original Macy's parade characters dating back to the 1930s and the Macy's star logo onto Levi's core fits and denim pieces. The licensed artwork angle gives Levi's differentiated product that competitors cannot replicate within Macy's inventory during the holiday quarter.

"Macy's Thanksgiving Day Parade holds a special place in American culture, bringing people together across generations," said Heidi Manes, senior vice president and managing director, Levi's U.S. and Canada. "Levi's has always been woven into the moments that connect us, and we're proud to celebrate this iconic tradition with Macy's through a collection inspired by the parade's rich history."

Cynthia Kiang, Macy's vice president of merchandising strategy, framed the partnership as a new way to experience the parade through exclusive product and Levi's first balloonicle, debuting on Thanksgiving morning.

The deal includes a physical retail activation. Macy's Herald Square will host a Levi's Tailor Shop pop-up inside its parade shop from Oct. 15 to Jan. 3, an 11-week window covering the full holiday selling season. Customers can customize items from the capsule, the broader Levi's assortment and select Macy's Parade merchandise using new and exclusive Levi's and Macy's patches plus custom embroidery alongside the tailor shop's standard offerings. The customization play adds a service-driven traffic driver that pure e-commerce rivals cannot match in-store.

Levi's will also join the parade itself for the first time with a balloonicle — a hybrid of balloon and vehicle — marking the brand's debut in the event's lineup of sponsored inflatables.

For Macy's, the Levi's deal is one piece of a deliberately escalated anniversary program. The retailer has spent 2025 stacking milestone marketing: its 50th Fourth of July Fireworks coincided with the U.S. semiquincentennial, and the parade centennial is the capstone. Holiday and milestone tie-ins have become a year-round merchandising strategy, and this fall Macy's will roll out exclusive Thanksgiving- and turkey-themed keepsakes and collaborations ahead of the Nov. 26 parade.

The licensing scope is broad. Carolina Herrera, Clinique, Crocs, Disney, Estée Lauder, Hallmark, Jo Malone, Lenox, Marvel, Michael Kors, Peanuts, Pixar and Waterford are among the brands producing parade- and holiday-celebrating product, spanning turkey-themed dinnerware, hoodies, thermals, T-shirts and pumpkin spice candles. For vendors, the program offers licensed shelf space and marketing exposure across Macy's channels during peak season; terms of the individual deals were not disclosed.

Macy's plans a record-breaking lineup of 100 inflatable elements for the centennial parade, including a new Disney Sorcerer's Apprentice Mickey balloon and a reimagined Underdog, his first flight since 1984. Felix the Cat, the parade's first character balloon in 1927 — carried on sticks by volunteers before helium balloons arrived in 1928 — also returns. A new float will honor Tony Sarg, the puppeteer behind the parade's signature elements.

The parade airs Nov. 26 on NBC, Telemundo and Peacock starting 8:30 a.m. in all time zones, extending the licensed product's media reach well beyond the in-store and macys.com channels. Macy's says it will reveal additional balloon and float additions soon.