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How Levi's and Beyoncé Rewrote a Classic in Pool Hall
Levi's "Pool Hall" reimagined with Beyoncé is a 2025 film advertisement created by TBWA\Chiat\Day L.A. that reinterprets the brand's original 1991 "Pool Hall" television commercial through a contemporary, female-forward lens as the second chapter of the REIIMAGINE platform in the United States.
The REIIMAGINE platform, according to Levi Strauss and Co., launched in 2024 with the purpose of revisiting iconic Levi's advertisements from the 1980s and 1990s and recasting them with some of the most culturally significant figures working today. The first chapter, "Launderette," reimagined the brand's celebrated 1985 commercial of the same name. "Pool Hall" followed on February 24, 2025, placing Beyoncé at the centre of a scene rooted in the brand's own archive while rerouting its meaning through a distinctly modern sensibility. A third chapter, "Refrigerator," arrived in April 2025, and a fourth, "The Denim Cowboy," concluded the Beyoncé-led series in August 2025, per Levi Strauss and Co.
The campaign operates as a single film asset released in the United States, though its cultural reach extended well beyond a domestic broadcast window. Beyoncé's involvement gives the work an immediate gravitational pull in the broader fashion and apparel conversation, connecting Levi's heritage directly to one of the most commercially and creatively influential artists of the current era. The objective is explicit: restore Levi's cultural authority in a crowded denim market while demonstrating that its most iconic creative moments remain alive and elastic enough to carry new meaning. The Clapboard Score for this campaign is 70 out of 100, reflecting strong brand and talent alignment alongside a creative framework that is compelling but structured within well-established nostalgia mechanics.
Levi Strauss and Co. operates in a denim category where market leadership is structurally difficult to hold. According to Grand View Research, the global denim jeans market is valued at approximately $91.2 billion in 2025, expanding at a compound annual growth rate of 5.9 percent through 2033. Despite that scale, competitive concentration remains low — the top ten denim manufacturers collectively account for only around 32 percent of combined market share, according to Mordor Intelligence, meaning no single brand commands the category by volume alone.
In the United States specifically, Levi's faces sustained pressure from two directions. Premium denim labels including AG Jeans and Frame compete aggressively on product craftsmanship and lifestyle positioning, while mass-market players such as Gap and Wrangler contest on price and distribution reach. The REIIMAGINE platform addresses this squeeze not through product innovation but through cultural re-anchoring — a strategy that asserts Levi's not merely as a jeans brand but as an American cultural institution with a documented creative legacy.
The choice of Beyoncé as the platform's central collaborator is inseparable from her own cultural moment in 2025. Her active presence across music, fashion, and public discourse in the United States makes her one of the most strategically valuable brand partners available. According to Levi Strauss and Co., the broader Beyoncé–Levi's partnership generated approximately 2.4 billion press impressions and 107 million social impressions across its run, though those figures span the full collaboration rather than the "Pool Hall" film alone. The insight driving the work is direct: consumers in the US apparel market respond to brands that carry a credible past, and Levi's owns one of the most recognisable advertising canons in denim history. REIIMAGINE converts that archive into a strategic differentiator.
The "Pool Hall" film takes its structural premise from Levi's 1991 original of the same name and inverts its gendered gaze. Where the source material positioned a man as the object of admiration in a pool hall setting, the 2025 version, as documented by Levi Strauss and Co. and covered by The Drum, repositions Beyoncé as the dominant figure — described by an industry commentator cited in The Drum as a woman who is "sexy, bold and a fierce competitor, all at once." That same commentator characterised the execution as a "masterclass in acceptable sexualization," a phrase that points directly to the creative calibration at the heart of the piece.
Beyoncé herself articulated the creative intention in a statement published in a Levi Strauss and Co. press release dated February 24, 2025. She described the second chapter of the collaboration as an opportunity to explore "the denim-on-denim narrative, through the lens of a woman, who can be sexy, bold and a fierce competitor, all at once." The denim-on-denim styling choice is both literal and rhetorical — it signals total commitment to the Levi's universe while using layering as a visual metaphor for complexity of character.
Sir John Hegarty, the advertising industry figure whose own career intersects directly with Levi's creative history, reportedly used the broader REIIMAGINE campaign as a case study for the value of longer-format film advertising, according to The Drum. That endorsement from within the industry's creative establishment affirms the craft ambition behind the work. Production credits for "Pool Hall" are not publicly documented in full, though Muse by Clio credited TBWA\Chiat\Day L.A. as the agency responsible for the campaign's creative development. The film was published in the United States in February 2025 as a single media asset within the REIIMAGINE platform.
Verified performance data specific to the "Pool Hall" film is limited in public reporting, but available signals indicate strong early traction. A GIF drawn from the campaign accumulated more than 7 million views on X by February 26, 2025, just two days after the film's release, according to documented platform activity cited in campaign coverage. That figure — for a derivative asset rather than the film itself — suggests the creative material resonated quickly and organically within social environments.
At the level of the broader Beyoncé–Levi's partnership, the results are more fully documented. According to Levi Strauss and Co., the collaboration generated approximately 2.4 billion press impressions and 107 million social impressions across its active period. The Drum reported positively on the expanded campaign and noted an associated increase in sales, though specific sales figures attributable to "Pool Hall" alone are not publicly available. No confirmed awards recognition for this campaign appears in the records of Cannes Lions, the Effies, the One Show, D&AD, the Clios, the Webby Awards, or WARC Awards, according to publicly available data from those bodies.
Structurally, the campaign's effectiveness rests on the cumulative weight of the REIIMAGINE platform rather than on a single film in isolation. "Pool Hall" benefits from the awareness infrastructure built by "Launderette" in 2024 and contributes in turn to the platform's momentum heading into "Refrigerator" and "The Denim Cowboy." In the United States fashion and apparel category, where attention is distributed across an exceptionally fragmented media landscape, the ability to generate 7 million GIF views within 48 hours of launch is a meaningful indicator of creative cut-through. The Clapboard Score of 70 out of 100 reflects that demonstrated cultural velocity alongside the campaign's deliberate operation within a pre-established nostalgic framework.
Levi's "Pool Hall" reimagined with Beyoncé is a 2025 film created by TBWA\Chiat\Day L.A. that reinterprets the brand's 1991 "Pool Hall" commercial. Released on February 24, 2025 in the United States, it forms the second chapter of the REIIMAGINE platform, positioning Beyoncé as a bold, competitive figure in a denim-on-denim setting.
REIIMAGINE is a Levi's campaign platform launched in 2024 that revisits the brand's iconic 1980s and 1990s advertisements using contemporary cultural figures. "Pool Hall" is the second chapter, following "Launderette" in 2024. According to Levi Strauss and Co., the platform continued through "Refrigerator" and "The Denim Cowboy" in 2025.
TBWA\Chiat\Day L.A. created the Levi's "Pool Hall" campaign. The Los Angeles agency is the credited creative partner behind the broader REIIMAGINE platform, as confirmed by Muse by Clio and Levi Strauss and Co. The campaign was published in the United States in February 2025 as a single film asset.
A GIF from the "Pool Hall" film accumulated more than 7 million views on X within two days of its February 24, 2025 release. Across the broader Beyoncé–Levi's partnership, Levi Strauss and Co. reported approximately 2.4 billion press impressions and 107 million social impressions, though those totals span the full collaboration.
Beyoncé stated in a Levi Strauss and Co. press release dated February 24, 2025 that the second chapter of the collaboration explored the denim-on-denim narrative "through the lens of a woman, who can be sexy, bold and a fierce competitor, all at once." She also described denim as the one wardrobe piece that evokes comfort, elegance, and classic Americana.
No confirmed awards recognition for the "Pool Hall" campaign appears in public records for Cannes Lions, the Effies, the One Show, D&AD, the Clios, the Webby Awards, or WARC Awards. The campaign earned notable industry commentary, including coverage in The Drum and reported use by Sir John Hegarty as a case study in long-form advertising.
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