Beyoncé and Levi’s® Launch Chapter 2 with REIIMAGINE: Pool Hall
Levi's and Beyoncé have launched 'Pool Hall,' the second chapter of their REIIMAGINE campaign. This new collaboration reinterprets Levi's iconic 1991 advertisement, featuring Beyoncé in a high-stakes pool game against Timothy Olyphant. The campaign, directed by Grammy Award-winner Melina Matsoukas, showcases denim-on-denim looks and highlights products including Ribcage Wide Leg jeans, Braided Vest, and Spade Trench.
The global campaign includes television, digital, social media, out-of-home advertising, and brand activations. It was created in partnership with TBWA\Chiat\Day LA and produced by de la revolućion/PRETTYBIRD. The campaign builds on the success of Chapter 1 'Launderette,' which reimagined a 1985 advertisement, and continues Levi's tradition of collaborating with celebrated creative talents.
Levi's e Beyoncé hanno lanciato 'Pool Hall', il secondo capitolo della loro campagna REIIMAGINE. Questa nuova collaborazione reinterpreta la storica pubblicità del 1991 di Levi's, con Beyoncé impegnata in una partita di biliardo ad alto rischio contro Timothy Olyphant. La campagna, diretta dalla vincitrice di un Grammy Melina Matsoukas, presenta look in denim su denim e mette in evidenza prodotti come i jeans Ribcage Wide Leg, il Gilet Intrecciato e il Trench Spade.
La campagna globale include pubblicità televisive, digitali, sui social media, affissioni e attivazioni del marchio. È stata creata in collaborazione con TBWA\Chiat\Day LA e prodotta da de la revolućion/PRETTYBIRD. La campagna si basa sul successo del Capitolo 1 'Launderette', che ha reinterpretato una pubblicità del 1985, e continua la tradizione di Levi's di collaborare con talenti creativi di fama.
Levi's y Beyoncé han lanzado 'Pool Hall', el segundo capítulo de su campaña REIIMAGINE. Esta nueva colaboración reinterpreta el icónico anuncio de Levi's de 1991, con Beyoncé en un juego de billar de alto riesgo contra Timothy Olyphant. La campaña, dirigida por la ganadora de un Grammy Melina Matsoukas, muestra looks de denim sobre denim y resalta productos como los jeans Ribcage Wide Leg, el Chaleco Trenzado y el Trench Spade.
La campaña global incluye televisión, digital, redes sociales, publicidad exterior y activaciones de marca. Fue creada en asociación con TBWA\Chiat\Day LA y producida por de la revolućion/PRETTYBIRD. La campaña se basa en el éxito del Capítulo 1 'Launderette', que reinterpretó un anuncio de 1985, y continúa la tradición de Levi's de colaborar con talentos creativos reconocidos.
레바이스와 비욘세가 'Pool Hall'을 출시했습니다. 이는 REIIMAGINE 캠페인의 두 번째 장입니다. 이 새로운 협업은 레바이스의 상징적인 1991년 광고를 재해석하며, 비욘세가 티모시 올리판트와의 고위험 풀 게임에 참여하는 모습을 담고 있습니다. 그래미 수상자인 멜리나 마추카스가 감독한 이 캠페인은 데님 온 데님 스타일을 선보이며, 리브케이지 와이드 레그 진, 브레이디드 조끼, 스페이드 트렌치와 같은 제품을 강조합니다.
글로벌 캠페인은 텔레비전, 디지털, 소셜 미디어, 옥외 광고 및 브랜드 활성화를 포함합니다. TBWA\Chiat\Day LA와 협력하여 제작되었으며, de la revolućion/PRETTYBIRD가 제작했습니다. 이 캠페인은 1985년 광고를 재구성한 1장 '세탁소'의 성공을 기반으로 하며, 레바이스가 유명한 창의적 인재들과 협업하는 전통을 이어갑니다.
Levi's et Beyoncé ont lancé 'Pool Hall', le deuxième chapitre de leur campagne REIIMAGINE. Cette nouvelle collaboration réinterprète la publicité emblématique de Levi's de 1991, mettant en scène Beyoncé dans une partie de billard à enjeux élevés contre Timothy Olyphant. La campagne, dirigée par la lauréate d'un Grammy Melina Matsoukas, présente des looks en denim sur denim et met en avant des produits tels que le jean Ribcage Wide Leg, le Gilet Tressé et le Trench Spade.
La campagne mondiale comprend des publicités télévisées, numériques, sur les réseaux sociaux, de l'affichage extérieur et des activations de marque. Elle a été créée en partenariat avec TBWA\Chiat\Day LA et produite par de la revolućion/PRETTYBIRD. La campagne s'appuie sur le succès du Chapitre 1 'Launderette', qui a réimaginé une publicité de 1985, et poursuit la tradition de Levi's de collaborer avec des talents créatifs de renom.
Levi's und Beyoncé haben 'Pool Hall' veröffentlicht, das zweite Kapitel ihrer REIIMAGINE-Kampagne. Diese neue Zusammenarbeit interpretiert die ikonische Levi's-Werbung von 1991 neu, in der Beyoncé in einem hochriskanten Billardspiel gegen Timothy Olyphant spielt. Die Kampagne, die von der Grammy-Gewinnerin Melina Matsoukas geleitet wird, zeigt Denim-auf-Denim-Looks und hebt Produkte wie die Ribcage Wide Leg Jeans, die Geflochtene Weste und den Spade Trench hervor.
Die globale Kampagne umfasst Fernsehen, Digital, soziale Medien, Außenwerbung und Markenaktivierungen. Sie wurde in Partnerschaft mit TBWA\Chiat\Day LA erstellt und von de la revolućion/PRETTYBIRD produziert. Die Kampagne baut auf dem Erfolg des Kapitels 1 'Launderette' auf, das eine Werbung von 1985 neu interpretiert hat, und setzt die Tradition von Levi's fort, mit gefeierten kreativen Talenten zusammenzuarbeiten.
- Partnership with global icon Beyoncé strengthens brand visibility and appeal
- Comprehensive global marketing campaign across multiple channels
- Company reported $6.4 billion in net revenues for 2024
- Strong global presence with products sold in over 120 countries
- None.
Building on the success of the first chapter — “Launderette,” which inspired audiences by reimagining a classic 1985 advertisement — “Pool Hall” reinterprets the iconic 1991 Levi’s® ad of the same name. Levi’s® teamed up with Grammy Award-winning director Melina Matsoukas for the latest chapter of the REIIMAGINE campaign, evolving this piece of Levi’s® history while showcasing the timeless versatility of its garments.
The campaign was conceived in creative partnership with TBWA\Chiat\Day LA and produced by de la revolućion/PRETTYBIRD.
“Pool Hall” captures Beyoncé defying expectations as she takes on a local shark, played by Timothy Olyphant, in a high-stakes game of pool. Celebrating Levi’s® products as modern style staples that continue to evolve, the new chapter embraces bold interpretations and encourages wearers to make them their own. Chapter 2’s accompanying images highlight striking pieces, including the Ribcage Wide Leg jeans, the Braided Vest and the Spade Trench, styled with custom embellishments to reflect the spirit of individuality and reinvention central to the campaign.
“There isn’t another wardrobe piece that evokes comfort, modern elegance, classic Americana attire, and nostalgia the way denim does,” said Beyoncé. “And when I think of all those things, I think of Levi’s®.” She continued, “For the second chapter in our collaboration we had even more fun in reimagining the denim on denim narrative, through the lens of a woman, who can be sexy, bold and a fierce competitor, all at once. We wanted to celebrate the duality of grace and power.”
“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, global chief marketing officer of the Levi’s® brand 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.”
“Pool Hall” launches with a fully integrated global campaign, including television, digital, social media, out-of-home and brand activations. Additionally, the Levi’s® brand’s social media will feature additional style content from global creators that encourages viewers to make their own style mark. Fans and friends of the brand will also be invited to participate in experiences that will serve as a playground for their own reimaginations.
The campaign continues the Levi’s® tradition of working with the most celebrated creative talents of our time. Matsoukas collaborated with Emmy Award-winning cinematographer Marcell Rév and acclaimed photographer Mason Poole to capture the visual essence of Pool Hall, building on the legacy of iconic Levi’s® campaigns and photography.
For more information on the REIIMAGINE campaign, visit levi.com/liveinlevis and follow @levis on Instagram and TikTok. The full version of the film can be found on YouTube.
About the Levi’s® brand
The Levi’s® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi’s® jeans have become one of the most recognizable garments of clothing in the world — capturing the imagination and loyalty of people for generations. Today, the Levi’s® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our range of leading denim and accessories are available in more than 120 countries, allowing individuals around the world to express their personal style. For more information about the Levi’s® brand, its products and stores, please visit levi.com.
About Levi Strauss & Co.
Levi Strauss & Co. is one of the world's largest brand-name apparel companies and a global leader in denim. The company designs and markets jeans, casual wear and related accessories for men, women and children under the Levi's®, Dockers®, Levi Strauss Signature™ and Beyond Yoga® brands. Its products are sold in more than 120 countries worldwide through a combination of chain retailers, department stores, online sites, and a global footprint of approximately 3,400 brand-dedicated stores and shop-in-shops. Levi Strauss & Co.'s reported 2024 net revenues were
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Media Contact
Elizabeth Owen
Levi Strauss & Co.
(415) 501-7777
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Source: Levi Strauss & Co.
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