Levi Strauss (LEVI) hopes a Beyoncé marketing campaign can upgrade brand growth. The denim manufacturer announced its partnership with the music megastar, whose most recent "Cowboy Carter" album featured a song called "Levii's Jeans,

Kenny Mitchell, SVP and global chief marketing officer of the Levi’s brand, who joined the company in 2023, played a big role in securing the new Beyoncé ad campaign. The endeavor will support the "growth of our women’s business as the definitive denim lifestyle brand," Mitchell said in a statement.