Levi Strauss, Gap and American Eagle have launched some of their splashiest celebrity campaigns to date, aiming to bring choosy consumers back to their stores and websites. Levi, the company that invented jeans, reported that its Beyoncé partnership earned $65 million in media value and contributed 12% growth in its women’s business in its Q3 2025 earnings. Sydney Sweeney and girl group Katseye’s viral campaigns for American Eagle and Gap are having similarly positive impacts on sales. Watch the video to learn more.
Correction (12/4/25): At 7:44 we misstated the opening of American Eagle’s response “That didn’t happen.” Instead the line should say “We did not replace the ads.”
Chapters:
00:00 – Introduction
2:04 – Chapter 1: Why denim is back
5:21 – Chapter 2: Celebrity campaigns
9:27 – Chapter 3: Risks
Credits:
Produced by: Natalie Rice
Reporting by: Gabrielle Fonrouge
Edited by: Mike Heffron, Darren Geeter
Camera by: Marc Ganley
Animation: Andrea Schmitz
Senior Managing Producer: Tala Hadavi
Additional Sources: PitchBook
Additional Footage: American Eagle Outfitters, Gap, Getty Images
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How Levi’s, Gap And American Eagle Are Winning Back U.S. Shoppers
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