Levi Strauss Japan Co., Ltd. Beyoncé and Levi’s (R) unveil the second installment of the “REIIMAGINE” campaig n

[Levi Strauss Japan Co., Ltd.] Beyoncé and Levi’s(R) unveil the second part of the “REIIMAGINE” campaign ​
Levi Strauss Japan Co., Ltd. Press release: March 12, 2025 Beyoncé and Levi’s(R) unveil the second part of the “REIIMAGINE” campaign Beyonce and Levi’s(R) The second “Pool Hall” of the “REIIMAGINE” campaign has started
https://prcdn.freetls.fastly.net/release_image/46510/135/46510-135-623846d9718aca1a5e904c41821e771f-1024×621.jpg San Francisco, California (February 24, 2025) The Levi’s(R) brand has unveiled “Pool Hall,” the second installment of the REIIMAGINE campaign created in collaboration with global icon Beyonce. The campaign spotlights Levi’s(R)’s timeless heritage and Beyonce’s innovative vision as an artist. In the new movie and visuals, Beyonce showcases Levi’s(R)’s effortless denim-on-denim styling. This look is timeless and suitable for any occasion. “Pool Hall” is a sequel to the first campaign, “Launderette,” which was a remake of the classic Levi’s(R) commercial released in 1985 and received a great response. This time, we’ve reimagined the iconic Levi’s(R) commercial of the same name that was released in 1991. The latest version of the REIIMAGINE campaign was created by Grammy Award-winning director Melina Matsoukas. While evolving the expressions found in Levi’s(R)’s history, Melina depicted the charm of Levi’s(R) items that shine in any occasion and transcend the times. The campaign was developed in partnership with Los Angeles advertising agency TBWAChiatDay and produced by de la revolućion and PRETTYBIRD. ‘Pool Hall’ is a story with unexpected twists and turns, as Beyonce and Beyonce face off against a local powerhouse played by Timothy Olyphant in a
breathtaking pool game. Featuring a variety of Levi’s® items that continue to evolve as modern style staples, this new campaign shines a light on boldly reimagined looks. We also provide inspiration for the wearer to incorporate it in their own way. The second campaign visual released alongside the movie features an eye-catching lineup of Ribcage Wide Leg Jeans, Braided Vest, and Spade Trench. Each item is customized with embellishments that reflect the campaign’s main theme: unique and innovative spirit. “No other wardrobe evokes comfort, modern elegance, classic Americana attire, and nostalgia quite like denim. And when I think of all of that, I think of Levi’s®. The second part of our collaboration For Chapter, we had even more fun
reimagining the denim-on-denim story through the lens of women who are also sexy, bold, and fierce competitors. We wanted to celebrate the duality of grace and strength,” said Beyonce. “Throughout the ages, the rich history of denim has always been the starting point for Levi’s(R).As we interact with various new cultures, Levi’s(R) has reinterpreted our denim heritage.This repeated innovation is the essence of the Levi’s(R) brand. “Hall shines a light on Levi’s® heritage, while also opening up a whole new world. It’s full of tips to help Levi’s® fans create their own style with their Levi’s®,” said Kenny Mitchell, Global Chief Marketing Officer, Levi’s® Brand at Levi Strauss. Pool Hall will be a global campaign spanning all media including television, digital, social media, out-of-home advertising and brand activation. In addition, the Levi’s(R) brand social media will provide viewers with tips on how to create their own style through styling content from creators around the world. We will also prepare an attractive experience where Levi’s(R) fans can participate while enjoying their unique styling. Levi’s(R) has always produced campaigns by appointing famous top creators representing the era. This campaign is no different. To create the visuals for Pool Hall, director Melina Matsoukas teamed up with Emmy Award-winning
cinematographer Marcell Rev and acclaimed photographer Mason Poole. Throughout its long history, many campaigns and visuals have come to symbolize Levi’s(R), and yet another new icon has been added. For more information about the REIIMAGINE campaign, please visit
(https://www.levi.jp/LIVE-IN-LEVIS.html ), Instagram or TikTok Follow @levis at YouTube: https://www.youtube.com/watch?v=y2o2FuqMtxI ◆Other campaign images
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https://prcdn.freetls.fastly.net/release_image/46510/135/46510-135-1a899e70c970dadd3ed7cb5c090fe741-1024×683.jpg About the Levi’s(R) brand Levi’s(R) created the world’s first “jeans” in 1873, introduced 501(R) in 1890, and presents various famous products to the world based on the concept of “tradition and innovation.” Levi’s (R) jeans, which continue to set new standards around 501 (R), which has always been the core of jeans, have been loved by pioneers around the world who have pioneered the era, and continue to be loved as the best standard. In 2019, the brand icon 501(R) received the Good Design Long Life Design Award, an award that honors designs that have the power to remain the standard,
transcending values ​​that change with the times. About Levi Strauss & Co. Levi Strauss & Co. is one of the world’s largest branded apparel companies and a global leader in jeanswear. The company operates Levi’s(R), Dockers(R), Signature by Levi Strauss & Co.(TM), Denizen(R), Beyond Under the Yoga(R) brand, we design and sell jeans, casual wear, and accessories for men, women, and children. The company’s products are sold in more than 110 countries around the world through retail stores, department stores, online sites and approximately 3,400 branded stores and shop-in-shops worldwide. Levi Strauss & Co. has announced 2024 net revenues of $6.4 billion. For more information (http://levistrauss.com) and for company news and announcements (http://investors.levistrauss.com).