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Levi’s Teams with Dance App to Plug 4-Way Stretch Jeans in China

Now, even your avatar can wear Levi’s.

Levi Strauss & Co. partnered with QQ Dance—a popular Chinese virtual game that merges social media and dance—to create a 3D-rendered wardrobe for the game’s characters.

The Levi’s x QQ Dance wardrobe features items from the Levi’s Engineered Jeans collection, a four-way stretch jeans collection designed for movement and comfort.

Levi’s Engineered Jeans celebrates its 20th anniversary this year with updated styles like a jogger pant, a knit Trucker jacket and an anniversary edition of the 570 baggy taper jean.

A promotional video for the Levi’s x QQ Dance collaboration shows a user, who toggles between herself and her digital avatar, dressed in Levi’s clothing and exploring different parts of the game. She wears Levi’s Engineered Jeans paired with a cropped Sherpa jacket, while her character wears a fringe jean jacket covered in Levi’s branding and a matching skirt.

But the designs aren’t strictly digital. The collection is also available for gamers to purchase at select Levi’s stores in China.

“This collaboration is all about movement and imagination. Working with QQ Dance is new ground for us. We were curious to explore a new, virtual space and to bridge the gap between virtual and reality,” said Jonathan Cheung, Levi’s senior vice president of design innovation. “It’s like throwing atoms together. It creates energy. It’s been an amazing creative exercise. Creativity is a combination of curiosity, imagination and movement, and it all comes together in our Levi’s x QQ Dance collaboration.”

Levi’s is growing its footprint in China through social media apps. The Levi’s x QQ Dance collaboration follows the recent rollout of Levi’s customization services on WeChat, China’s popular messaging platform.

Through the WeChat mini program, My Levi’s Official Customization, consumers can personalize and buy white tees from the app.