Levi's™

When the season ends Feb. 8 in Santa Clara at Levi’s Stadium, it will be almost exactly 10 years since the NFL approved the Rams exit from St. Louis and return to Los Angeles.

In 2023, Levi’s faced criticism after the company said it was partnering with AI company Lalaland.ai to create AI models with a variety of skin tones and body types, sparking questions about why they didn’t just hire more diverse models.

The denim conversation became further charged when conservative commentator Megyn Kelly targeted Beyoncé’s new Levi’s campaign — a deliberative reimagining of classic Levi’s commercials, inspired by her “Cowboy Carter” album — framing it as the moral opposite of Sweeney’s.

It’s worth noting that some of the animosity towards Beyonce’s Levi’s ads is tied to the racism inspired by her foray into country music via “Cowboy Carter.”

For over a year now, the singer has partnered with Levi’s, appearing in ad campaigns and commercials for the iconic denim brand.