Levi’s Reveals Next Phase of Ad Campaign with Beyoncé

The next iteration of Levi’s ad campaign with Beyoncé Knowles-Carter is denim on top of denim. 

It was parent Levi Strauss & Co.’s most recent earnings call brought to life in campaign form as the San Francisco denim company looks to grow revenue by leveraging its jeans heritage into more categories and more women’s looks. 

The campaign launched Monday and encompasses television, digital, social media and experiential events. 

Levi’s global Chief Marketing Officer Kenny Mitchell said in a statement the messaging is about “reinvention” at the core of the brand. 

It comes on the heels of the “Reimmagine” campaign’s official September launch with the global superstar in which the track “Levii’s Jeans” made its way onto Beyoncé’s “Cowboy Carter” album. 

“There isn’t another wardrobe piece that evokes comfort, modern elegance, classic Americana attire and nostalgia the way denim does,” Knowles-Carter said in a statement Monday on the latest campaign creative. 

Business Themes

The pop superstar’s sentiment is what Levi Strauss hopes will provide the traction to help significantly expand its revenue story in the years to come.

CEO Michelle Gass said about as much in January when the company reported its results for its fiscal fourth quarter ended Dec. 1. 

Levi Strauss is not only banking on direct-to-consumer growth, but that a doubling down on denim will help further evolve the business. 

Bottoms remain a big business for Levi’s, but there’s plenty of potential in tops, non-denim categories, outerwear and sweaters, Gass told analysts.

“Early indications are super positive,” she said of other denim categories outside of pants, including jackets, dresses, tops and skirts. “We have a big opportunity there.” 

Levi Strauss, for the full fiscal year ended in December, had net revenue growth of 3 percent from the prior year to $6.4 billion. Adjusted net income rose from $441 million in fiscal year 2023 to $503 million.