James “JC” Curleigh knows a thing or two about building powerhouse brands. After convincing the Mars family to sponsor the 1992 Summer Olympics in Barcelona, Curleigh developed a reputation as a master of communicating with and engaging fans. From M&M Mars, Curleigh led the growth and expansion of Salomon as they transitioned from a ski company to an action sports empire. When he received a call from the brand he’s loved since he was a child, Curleigh suggested that in order to reinvent the historic Levi’s brand, they would need to act like a 150 year old startup. Watch as Curleigh shares three secrets to building a powerhouse brand by staying true to your roots.