Samarth I Levi’s credits its 8% sales surge to last year’s collaboration with Beyoncé, with the singer’s ‘Reiimagine’ ads driving strong brand momentum and helping cushion potential price hikes.
Levi’s sales have jumped by 8%, driven in large part by the brand’s successful partnership with Beyoncé. Since the pop icon was unveiled as the new face of Levi’s last September, the brand has seen a notable resurgence, with Beyoncé’s influence playing a key role in revitalizing its image and appeal.
The campaign, which kicked off with a reimagining of Levi’s iconic 1985 “Launderette” ad, quickly gained traction, with Beyoncé bringing a fresh, bold energy to the brand. The follow-up, a sultry March ad titled “Pool Hall,” further strengthened the collaboration’s impact, positioning the brand as youthful and dynamic. The campaign is part of Levi’s ongoing “Reiimagine” series, which has become a central pillar of its marketing strategy.
Levi’s CEO, Chip Bergh, attributed much of the brand’s growth to the collaboration, noting that Beyoncé’s global appeal has resonated deeply with a younger, fashion-forward audience. “Our partnership with Beyoncé has been transformative,” Bergh said. “Her involvement has allowed us to tap into new demographics and has given our brand a significant cultural boost.”
The success of the campaign has not only boosted Levi’s sales but also provided the brand with leverage as it faces potential price increases due to rising tariffs on imported goods. With the support of a culturally relevant figure like Beyoncé, Levi’s is better positioned to weather such challenges, confident that the brand is in strong health moving forward.
