Dive Brief:

• Levi’s has partnered with R&B singer Alicia Keys to promote a new collection of jeans that suits a range of body types with flexible fabrics. 
• The campaign, which features a spot with Keys roaming New York City streets backed with her song, 28,000, is the biggest Levi’s has ever produced to target women. 
• Sales of women’s jeans fell 5.5% in the 12-month period ending with April 2015, according to NPD Group statistics. 

Dive Insight:

Levi’s is targeting women of all shapes, sizes and ethnicities with a new line of jeans that include stretch fibers to lend the flexibility and fit of yoga pants. The result of more than two years of research, the line may help Levi’s compensate for slowing sales figures of traditional jeans, which have been slipped in recent years as women have moved toward more comfortable, form-fitting activewear.

Assisting in the launch is brand ambassador Alicia Keys, who appears an urban-themed spot saying, “All women are naturally badass.” The campaign is the largest Levi’s has ever initiated to target women since it debuted women’s sizes in 1934.