Levi’s is capitalizing on its feature on Beyoncé’s “Cowboy Carter.”

The clothing company recognized for its denim jeans was a listed track on her country album, which was released on March 29, 2024, by Parkwood Entertainment and Colombia Records and featured artists like Post Malone and Miley Cyrus.

While the iron was hot, Levi’s took the opportunity to change its Instagram handle by inserting an additional I, aligned with the spelling of the song on the album, “Levii’s Jeans.” However, Kenny Mitchell, chief marketing officer at Levi Strauss & Co., believed the company could push the brand even further if they partnered with the Houston, TX-born artist.

“Once that album came out, it was obviously a moment where we said, ‘Hey, maybe we can start to have some conversations about whether a deeper partnership makes sense,’” Mitchell told The New York Times.

Having already planted a seed of familiarity with Beyoncé in the past, as she sported the jeans as a Destiny’s Child member and has since donned its products while growing as a solo artist, their recent partnership is simply a full-circle moment.

“What this partnership does is just furthers us into being relevant,” Michelle Gass, CEO of Levi’s, expressed to the outlet. “I think this is the biggest one we’ve ever done.”

 

The campaign, which premiered with an ad on Sept. 30, aims to enhance Levi’s visibility among women, who currently make up one-third of its customer base. The company has a goal of boosting these statistics to 50%.

“Not only did it modernize it, and it’s Beyoncé and all of the goodness that comes from that, but I think, importantly, it really does put a female lens on this approach on the campaign, and that squarely fits into one of our key strategies: winning with women,” Gass told The New York Times.

It appears the exposure is leading to favorable outcomes because after Beyoncé shared two Instagram posts centering the company, it led to $1.3 million in Media Impact Value (MIV) while the campaign as a whole earned $5 million in MIV over 48 hours, WWD mentions.

The Beyoncé effect looks like it’s already in full swing!