Marketing Featured Global

Levi’s taps K-Pop girl group NewJeans as its newest global ambassador

Singapore – In celebration of its 501 jeans’ 150th anniversary, global clothing brand Levi’s has named popular South Korean girl group NewJeans as its newest global ambassador. The year-long partnership – spanning Spring/Summer ‘23 and Autumn/Winter ‘23 – will include a new campaign featuring the brand, concerts, and appearances. 

To kick off the partnership, Levi’s will release a brand campaign featuring NewJeans that celebrates the group’s positive energy and each member’s unique personality, all whilst wearing items from the upcoming Levi’s® Spring/Summer 2023 collection. 

Additionally, NewJeans will celebrate 501 Day on May 20th – the date in 1873 when Levi Strauss & Co. was granted a patent on the process of riveting pants – in Seoul with a live performance.

According to Levi’s, the five-member girl group is perfectly placed to be the brand’s ambassador as they represent ‘youth and timelessness’.

“NewJeans is a talented group that has looked to the past for inspiration while boldly blazing 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 expressed their excitement over the partnership, stating, “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.” 

The group also added that because of the brand’s support for youth culture and their admiration for Levi’s, the partnership is something that came naturally. 

Throughout the year, NewJeans will also continue to celebrate the anniversary of Levi’s 501 jeans and represent the brand as a global ambassador.

NewJeans is a K-Pop girl group featuring members Minji, Hanni, Danielle, Haerin, and Hyein, with music that spans forward-thinking reimaginings of 2000s sounds with singles “Attention,” “Hype Boy”, “Cookie”, and most recently, “Ditto” and “OMG”, which both entered the Billboard Hot 100 this year.

Previously, parent company Levi Strauss has also announced a slew of commercial endeavours around East Asia, including the launch of new stores and new in-store services throughout the region.

Marketing Featured South Asia

Amisha Jain named as SVP & MD of Levi Strauss & Co for SA, Middle East, and Africa

San Francisco, USA — Levi Strauss & Co. has announced the appointment of a new leader in its commercial organisation. Amisha Jain has been named as the company’s new senior vice president and managing director of South Asia-Middle East and Africa (SAMEA).

She will be responsible for leading Levi Strauss & Co’s operations in SAMEA and ensuring that the geography continues to drive expansion and growth, contributing to the company’s success in Asia and around the globe.

Jain brings more than 20 years of experience across multiple industries including physical and digital retail, consumer goods and technology and a strong track record of leading profitable, sustainable growth and transformation initiatives in both multinational and domestic companies in India to the company.

Most recently, Jain was the chief executive officer at Zivame, India’s number one intimate-wear brand and platform where she is known to be a transformational leader and a turnaround specialist. During her tenure there, she scaled the business nine times in three years before the business was acquired by Reliance Group in 2020. She started her career as an engineer with Motorola Inc. and has held roles across multiple functions including sales, operations and strategy at organisations like McKinsey & Company, Nike and Arvind Group.

Seth Ellison, EVP and chief commercial officer of Levi Strauss & Co., said, “We are thrilled to welcome such a dynamic, proven leader to the company. Jain’s years leading digital and physical retail businesses, her track record of delivering results while connecting with consumers and her passion for innovation is a combination that will set our SAMEA cluster up for accelerated growth.”

Simultaneously, Jain commented, “I am excited to join LS&Co. and the Levi’s a brand—one that I have always admired as a consumer and a business leader. The team has had an incredible journey thus far, and I am delighted to be part of this passionate and high-performing group. Together we will strive to take the brand to even greater heights in the region.”

Jain fills this role following the transition of Sanjeev Mohanty in late 2021 as Levi Strauss & Co.’s senior vice president and managing director of the U.S. and Canada.