Levi Strauss & Co. and Beyoncé Knowles-Carter announce “Pool Hall” — the second chapter of the ReImagine multimedia advertising campaign that celebrates Levi’s heritage.
Levi Strauss & Co. and Beyoncé Knowles-Carter announce “Pool Hall” — the second chapter of the ReImagine multimedia advertising campaign.
The campaign reinterprets Levi’s iconic advertisements and makes them relevant through the vision of Grammy Award-winning director Melina Matsoukas, Emmy Award-winning cinematographer Marcell Rév and photographer Mason Poole.
The superstar and the jeans brand linked in September for a year-long marketing campaign that has Beyonce recreating some of the brand’s legendary advertisements. The first chapter, “Launderette,” reimagined a classic 1985 advertisement and now “Pool Hall” reinterprets the iconic 1991 Levi’s advertisement. In the new chapter that dropped on Monday, Beyoncé takes on a local shark in a high-stakes game of pool — while effortlessly showcasing Levi’s ribcage wide-leg jeans, braided vest and spade trench.
“Levi’s has always built on its rich denim history, reinterpreting it in new cultural moments and proving that reinvention is at its core,” said Kenny Mitchell, chief marketing officer at Levi Strauss & Co. “Pool Hall honors our heritage while breaking new ground, giving fans a chance to personalize their Levi’s® and express their unique style.”
Conceived in creative partnership with TBWA\Chiat\Day LA and produced by de la revolućion/PRETTYBIRD, the campaign draws inspiration from Levi’s heritage while embracing Beyoncé’s influence as an iconic cultural figure. The new chapter celebrates Levi’s products style staples, embracing bold interpretations and encouraging wearers to make them their own. It includes striking pieces like the Rib Cage Wide Leg jeans, Braided Vest and Spade Trench, styled with custom embellishments to reflect the spirit of individuality and reinvention central to the campaign.
Beyoncé is no stranger to fashion collaborations having worked with legendary brands Tiffany, Giorgio Armani and Adidas. She has also launched her own inclusive haircare brand cecred. “My song “Levi’s Jeans” celebrates what I believe is the ultimate Americana uniform — something we all wear with pride,” she said during the initial launch. “I am honoured to work with Levi’s to create quintessential American iconography. Denim on denim has often been seen through a male lens, so this reimagining campaign, which celebrates the iconic female perspective, is important to me. I look forward to exploring innovative ways for our visions to align in empowering women and honouring their strength.”
“Pool Hall” launches with a fully integrated global campaign, including television, digital, social media, out-of-home and brand activations. The Levi’s® brand’s social media will feature additional style content from global creators that encourages viewers to make their own style mark. Brand fans will also be invited to participate in experiences that will serve as a playground for their own reimaginations.
Levi’s has reported robust growth since the inception of the campaign. Per WWD: ‘Revenues for the quarter ended Dec. 1 jumped 12 percent to $1.8 billion, including organic growth of 8 percent.’ This surge is a testament to Beyoncé’s star power and highlights the intersection of music, fashion and iconic personalities that can breathe life into traditional retail formats, creating moments of connection.
A cultural movement that refines the boundaries of fashion and music
Levi’s campaign with Beyoncé is a cultural movement that redefines the boundaries of fashion, music, and influence. As one of the most iconic brands in the denim industry, Levi’s has long been associated with timeless style and authenticity. By partnering with Beyoncé, an artist whose impact transcends music and touches facets of art, fashion, and culture, Levi’s is taking a bold step forward.
At the centre of this campaign is Beyoncé herself, a global superstar whose influence is unrivalled. Acclaimed for her powerful presence and her ability to shape trends, she perfectly embodies the spirit of Levi’s—fearless, authentic, and unapologetically bold. With her signature style and global appeal, Beyoncé brings energy and visibility to Levi’s, connecting the brand with a diverse audience and placing it squarely at the heart of modern pop culture.
The campaign isn’t just about denim—it’s about celebrating empowerment and self-expression. By aligning with Beyoncé, Levi’s is sending a message: this is more than clothing; it’s a lifestyle, a statement of individuality, and a call to embrace one’s own strength and style.
Levi’s aims to grow its influence among women by positioning itself as the go-to brand for denim, no longer just a symbol of classic American style. In essence, the Levi’s and Beyoncé partnership is a masterstroke in brand storytelling, merging the legacy of one of the world’s most recognized brands with the star power of a cultural icon.
Company Snapshot
In 1853, Levi Strauss opened a wholesale dry goods business in San Francisco that became known as Levi Strauss & Co. Seeing a need gap for work pants that could hold up under rougher conditions, he and Jacob Davis, a tailor, created the first pair of jeans. In 1873, they received a U.S. patent for “waist overalls” with metal rivets at points of strain. The first product line designated by the lot number “501” was created in 1890. Today Levi’s is a global leader in jeanswear, and it designs and markets jeans, casual wear and related accessories for men, women, and children under the Levi’s, Dockers, Beyond Yoga, Signature by Levi Strauss & Co. and Denizen brands.
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
