Levi Strauss Drops Dockers to Focus on Core Brands

Levi Strauss (LEVI) has announced an agreement to sell the Dockers brand for $311 million to better focus on its core brand. This will have Reebok and Brooks Brothers owner Authentic Brands acquire the company. The deal for Dockers could sweeten further for Levi Strauss with a potential $80 million payout based on the performance of the brand under Authentic Brands’ management.

Levi Strauss intends to focus on its titular brand with its sale of Dockers. The company wants to evolve the Levi Strauss brand beyond jeans and into a “denim lifestyle” portfolio. Additionally, the company intends to build out its Beyond Yoga brand to better appeal to women. Authentic Brands founder and chairman Jamie Salter sees “significant potential” to grow the Dockers brand.

Levi Strauss and Authentic Brands expect the Dockers sale to close on or around July 31, 2025, for its U.S. and Canadian operations, and on Jan. 31, 2026, everywhere else. The clothing company will also provide support to Authentic Brands to ensure a smooth changing of hands for the Dockers brand.

What This Means for LEVI Stock Investors

Levi Strauss plans to support its shareholders with some of the funds gained from its Dockers sale. The company said it will spend $100 million from the transaction on share repurchases as part of its ongoing capital allocation strategy.

LEVI investors reacted positively to today’s news, which sent shares 1% higher, building on its 4.26% growth year-to-date.

Is LEVI Stock a Buy, Sell, or Hold?

Turning to Wall Street, the analysts’ consensus rating for Levi Strauss is Strong Buy, based on eight Buy and two Hold ratings over the last three months. With that comes an average LEVI stock price target of $18.60, representing a potential 4.29% upside for the shares.

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