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The Beyoncé Effect Strikes Again With Levi’s Partnership Earning $65M In Media Value And Contributing 12% Increase In Its Women’s Business In Q3 – AfroTech

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Beyoncé’s partnership with Levi’s is delivering strong returns.

“Cowboy Carter,” the eighth studio album from the Houston-born singer, was released on March 29, 2024. It debuted at No. 1 on the Billboard 200, and Beyoncé won Best Country Album and Album of the Year at the 2025 Grammy Awards, according to The New York Times.

Among the tracks listed on the album is “Levii’s Jeans” featuring Post Malone.

Six months after the single’s release, a global partnership between iconic denim brand Levi’s and Beyoncé was announced and has been faring well. As AFROTECH™ previously reported, the company’s stock rose by 20% one week after “Levii’s Jeans” was released, leading to a surge in sales of its denim skirts and pants.

“One of the things that really is significant about the Levi’s brand, and we place a lot of emphasis and investment, is making sure that Levi’s brand remains in the center of culture,” Levi Strauss CEO Michelle Gass previously shared with CBS News. “And I don’t think there’s any better evidence or proof point than having someone like Beyoncé, who is a culture shaper, to actually name a song after us.”

In a new update, CNBC reports that Beyoncé’s television ads set records, garnering 4.3 billion impressions during the yearlong campaign as of April 2025. Beyoncé has garnered $65 million in media value for Levi’s, and the company’s women’s business soared by 12% both in Q3 2025. Levi’s is currently working to increase its women’s business in total by 50%.

“Well, we haven’t disclosed what we invested in the partnership, but what I can tell you is our partnership has exceeded expectations, both in terms of what it has done to be part of the equation to drive our top-line sales. You know, year to date, our sales are up in the high single digits. And our profit margins are expanding,” Gass explained, according to CNBC.

Janine Stichter, managing director of consumer equity research at BTIG, added:

“Levi’s is a really strong brand that has partnered with the right people. Whether or not it’s the brand of the moment, it has that staying power.”