The Beyoncé effect strikes again. According to CBS News, the singer’s track with Post Malone, “Levii’s Jeans,” helped the company boost its stock by nearly 20%.
The track appears on the singer’s eighth studio album, Act II: Cowboy Carter. The country-infused project, released on March 29, is the second installment of her Renaissance series and pays homage to the singer’s southern roots.
“Denim is having a moment, and the Levi’s brand is having a powerful moment around the world,” Levi Strauss CEO Michelle Gass said in a statement. She continued: “One of the things that really is significant about Levi’s brand, and we place a lot of emphasis and investment, is making sure that Levi’s brand remains in the center of culture.”
Glass added, “And I don’t think there’s any better evidence or proof point than having someone like Beyoncé, who is a culture shaper, to actually name a song after us.” Capitalizing on the moment, the company has changed its account name on Instagram to “Levii’s” to reflect the spelling of the title of her new song.
Check out “Levii’s Jeans” by Beyoncé and Post Malone below.