On Monday Levi’s debuted “Pool Hall,” the second chapter of its global “Reiimagine” campaign with 35-time Grammy Award winner Beyoncé.
Staying true to the Reiimagine theme of reinventing iconic moments, Pool Hall offers a contemporary reimagining of the classic 1991 Levi’s ad of the same name.
In the 16-second film, Beyoncé takes on a local shark, played by Timothy Olyphant, in a high-stakes game of pool, all while wearing a crystal-embellished denim-on-denim look. “Levii’s Jeans,” Beyoncé’s duet with Post Malone, plays in the background.
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The accompanying imagery was shot by long-time Beyoncé collaborator and acclaimed photographer Mason Poole. In the photos Beyoncé wears the Ribcage Wide Leg jeans, the Braided Vest and the Spade Trench, styled with custom Western embellishments to “reflect the spirit of individuality and reinvention central to the campaign,” Levi’s stated.
Levi’s unveiled Reiimagine last September. In a series of chapters, the campaign reinterprets several of Levi’s most iconic looks and advertisements, bringing them into the modern era through the lens of filmmaker Melina Matsoukas. The first chapter was “Launderette,” inspired by the 1985 ad featuring heartthrob Nick Kamen.
“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, Levi Strauss & Co. (LS&Co.) chief marketing officer. “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. The Levi’s brand’s social media will feature additional style content from global creators that encourages viewers to make their own style mark.
Levi’s said brand fans will also be invited to “participate in experiences that will serve as a playground for their own reimaginations.”
LS&Co. CEO Michelle Gass stated that Levi’s collaboration with “Cowboy Carter” singer is proving to be a success. During the company’s Q4 2024 earnings call earlier this month, Gass said the “Reiimagine” campaign is reaffirming Levi’s place at the center of the zeitgeist, and is driving demand across its business, especially in women’s.
“This partnership is having a significant impact on brand affinity within our target consumer demographics, while supporting our focus on growing our women’s business and owning denim lifestyle,” she said. “We’re excited to launch the additional chapters of Reiimagine throughout 2025 with the next iteration coming soon.”
