- Levi's (LEVI, Financial) and Beyoncé launch the third chapter of the REIIMAGINE campaign, "Refrigerator," inspired by Levi's 1988 ad.
- The campaign showcases Levi's heritage and modern cultural influence, featuring Beyoncé in a roadside diner setting.
- Levi's reported net revenues of $6.4 billion in 2024, with a global presence in over 120 countries.
Levi Strauss & Co. (LEVI) announced the release of "Refrigerator," the latest installment in its REIIMAGINE campaign, in collaboration with global music icon Beyoncé. Directed by Grammy Award-winner Melina Matsoukas, the campaign reimagines the classic Levi's 1988 Refrigerator commercial, presenting it in a contemporary roadside diner environment.
The promotional endeavor features Beyoncé sporting Levi's Iconic Western Shirt and 501® Original Shorts, aiming to highlight the brand's lasting appeal and connection to modern culture. "Refrigerator" is the third chapter following "Launderette" and "Pool Hall," both of which celebrated Levi's impactful cultural legacy.
This campaign builds on Levi's strategy to engage with contemporary audiences through high-profile collaborations. It includes a special cameo by Willie Jones, linking Levi's to broader artistic and cultural narratives. Marketing initiatives for "Refrigerator" span television, digital media, social channels, out-of-home advertising, and additional brand activations.
With products available in more than 120 countries through various retail channels, including approximately 3,400 dedicated stores, Levi's has a substantial global reach. The company reported impressive net revenues of $6.4 billion in 2024, underscoring its strong market position.
For more insights into the REIIMAGINE campaign and Levi's cultural endeavors, interested parties can visit Levi.com and follow @levis on Instagram and TikTok.
