Levi Strauss CEO Michelle Gass seized a unique marketing opportunity when Beyonce name-checked the brand in her song “Levii’s Jeans.” This led to a global campaign featuring the superstar, sparking a denim war as competitors rushed to catch up. Smaller brands also benefited from celebrity endorsements, with Kylie Jenner’s post boosting True Religion sales.

The denim market has grown to $101 billion, prompting retailers like Levi’s, Gap, and American Eagle to invest heavily in advertising campaigns. These efforts reflect their strategies to attract different demographics and remain relevant in a competitive market. Levi’s focus on female shoppers has seen success with the Beyonce campaign, while Gap and American Eagle aim to reintroduce themselves to younger consumers through their star-studded ads. Despite controversies and challenges, these companies continue to push the boundaries of denim marketing to engage consumers and drive sales.