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Levi’s Courts Gen Z with Coffee and Sweats Popup

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Levi’s knows the way to Gen Z’s hearts involves coffee and sweats.

The denim brand launched a popup at its Times Square location in New York City on Friday in partnership with Chamberlain Coffee, a coffee brand from YouTuber and Levi’s ambassador Emma Chamberlain, who was also in attendance. The installation celebrated International Coffee Day and featured Levi’s assortment of sweatpants and sweatshirts, as well as tote bags adorned with the coffee shop’s cartoon-like graphics.

Customers were invited to purchase a cup of coffee and shop the collection, which they could customize in-store with a complimentary Levi’s x Chamberlain Coffee patch.

The event is part of the brand’s strategy for engaging younger consumers. During a Q2 2021 earnings call, Levi’s highlighted various marketing campaigns specifically targeting Gen Z and millennial shoppers, including its “Buy Better, Wear Longer” ad centered on responsible production.

Chamberlain, a 20-year-old Californian with 10.9 million followers on the Google-owned video platform, joined celebrities such as Jaden Smith and Marcus Rashford in the campaign and garnered an “overwhelmingly positive” reaction from viewers. Following the campaign, the brand saw strong growth in average daily brand mentions across global social platforms and a significant lift in brand consideration and purchase intent after consumers engaged with the ad.

Though in-person events came to a halt during the pandemic, Levi’s didn’t miss a beat with engagement. Its virtual “501 Day” festival in May, which included musical performances and DIY denim personalization and repair sessions, generated 4 billion impressions.

The Levi’s x Chamberlain Coffee popup will be open to the public through Oct. 10.