Tracey Panek

Historian & Director of Archives Levi Strauss & Co.

Tracey Panek is the Historian for Levi Strauss & Co. and Director of Archives at the company’s world headquarters in San Francisco. She manages the day-to-day workings of the Levi Strauss & Co. Archives as a key corporate asset, answering historical questions, assisting designers, brand managers, executives and other employees whose work requires historical materials in the Archives. She regularly hunts for unique vintage Levi’s® garments and unusual Levi’s® items to add to the Archives.

Tracey is a contributor to Unzipped, the company’s blog, writing about company history, vintage Levi’s® garments, and behind-the-scenes work in the Archives. She narrates the video series From the Levi’s® Archives on YouTube and From the Levi’s® Archives on TikTok. Tracey is the media spokesperson for Levi Strauss & Co. heritage

Monday, February 23: Summit Day

8:05 AM Loyalty: Fireside Chat: Worn Stories: Leveraging Levi’s® Heritage to Drive Brand Value in the Digital Age

In an era of rapid innovation and digital transformation, heritage brands face a unique challenge—staying relevant while honoring their legacy. Tracey Panek, Historian and Director of Archives at Levi Strauss & Co., shares how the company's rich 170+ year history is not only preserved but actively leveraged to support marketing, product design, and consumer engagement. Tracey will discuss ideas for:

Leveraging brand heritage as a strategic asset for marketing and storytelling
Connecting with next-gen consumers online through authenticity and nostalgia
Building a compelling digital presence sharing brand stories across platforms like YouTube and TikTok

Check out the incredible speaker line-up to see who will be joining Tracey.

Download The Latest Agenda