Levi’s names NewJeans as new global brand ambassadors

Levi’s has named South Korean K-pop girl group NewJeans as its new global brand ambassadors, celebrating the brand’s 150th anniversary and in an attempt to attract GenZ customer profile. The year-long partnership – spanning Spring/Summer ‘23 and Autumn/Winter ‘23 – will include a new campaign featuring the brand, concerts and appearances.

NewJeans – an all-girl group featuring members Minji, Hanni, Danielle, Haerin, and Hyein – has stolen the hearts of GenZ with their reimaginings of 2000s sounds blended with K-pop. After breaking out with the buzzy music video for their debut single “Attention,” NewJeans proceeded to challenge perceptions of their music with bold singles “Hype Boy” and “Cookie” from their self-titled debut EP. In addition to their music, NewJeans has earned fans worldwide for their innovative aesthetics, according to the release. 

According to the release, the foundation of the partnership is laid by the shared beliefs between Levi’s 501 jeans and NewJeans. The Levi’s 501 Originals has been established for over 150 years and has remained at the centre of fashion. Meanwhile, NewJean’s group name refers to its aspirations to become timeless icons of a new era, such as jeans, that is a timeless trend among the world.

Kicking off their partnership, Levi’s will release a brand campaign featuring NewJeans that celebrates the group’s positive energy and each member’s unique personality, all while wearing items from the upcoming Levi’s Spring/Summer 2023 collection. NewJeans will wear the 501 '81, 501 Original, as well as Levi’s t-shirts, denim shirts and  truckers.The group will also celebrate "501 Day" on 20 May – the day in 1873 when Levi Strauss & Co. was founded – in Seoul with a live performance. NewJeans will continue to celebrate the 150th anniversary of Levi’s 501 jeans and represent the brand as a global ambassador throughout the year.

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“NewJeans is a talented group that has looked to the past for inspiration while boldly blasing their own unique future in culture. As the group’s influence on the music industry and culture continues to grow, we’re excited to be a part of their journey and help NewJeans connect with fans globally in a fresh and authentic way,” said Chris Jackman, vice president of global brand marketing at Levi's.

Meanwhile, NewJeans said: “We’re honoured and thrilled to represent Levi’s, a timeless brand that literally created the world’s most iconic new jeans while constantly looking towards the future. Because of their genuine support for youth culture and our admiration for their beautiful brand, this is a natural partnership.” 

MARKETING-INTERACTIVE has reached out to Levi’s for additional information.

We often see brands using celebrity endorsement or ambassadorships to promote their companies. Back in January, global shoe brand Skechers has named K-pop idol Cha Eun-woo as its new regional brand ambassador in an attempt to attract a younger customer profile, and position itself as a leader in comfort technology footwear. The partnership covered seven key Asia Pacific markets for Skechers, namely, Singapore, Hong Kong, Macau, Malaysia, Philippines, Thailand and Vietnam. 

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