Group_1 Tribe Dynamics has moved to creatoriq.com
ixon
Free Trial

Levi Strauss Flows Into Activewear With Beyond Yoga Acquisition

Levi Strauss Flows Into Activewear With Beyond Yoga Acquisition

Yesterday, global denim giant Levi Strauss & Co. announced the acquisition of popular activewear brand Beyond Yoga. The move cements Levi’s expansion into the high-growth arena of athleisure, following the suit of major competitors like Gap Inc., which acquired Athleta for $150M in 2008. 

According to Levi’s CEO Chip Bergh, the company has been eyeing activewear and athleisure for a while, so it makes sense Levi’s would strike a deal with one of the industry’s leading brands. From 2019 to 2020, Beyond Yoga experienced a healthy 35% Earned Media Value (EMV) growth, and this year is poised to be its most successful to date: the label posted $6.1M EMV in H1 2021, a record high half-year total.

An Expanding Influencer Community Propels Beyond Yoga’s Consistent Growth

Willow Shields wearing a matching Beyond Yoga top and biker shorts in front of a white seamless background.A major factor in Beyond Yoga’s steady rise is the brand’s focus on building strong influencer relationships and expanding its network of advocates. In 2020, Beyond Yoga’s community size sat at 1.5k content creators, a significant 61% increase over 2019. 

This year, Beyond Yoga added a slew of notable figures to its roster of influencers including Canadian television host Renee Paquette (@reneepaquette on Instagram), who took advantage of the brand’s comfortable apparel during her pregnancy, and actress Willow Shields (@willowshields), who credited her matching Beyond Yoga pieces for boosting her confidence. The pair collectively drove $274.6k EMV in H1 2021, and helped further the body positivity movement that the brand has staunchly supported since its inception.

Beyond Yoga Set To Continue Its Upward Trajectory

As the ongoing COVID-19 pandemic seems set to extend social distancing practices and remote work, the athleisure industry shows little sign of slowing its remarkable growth. Levi’s acquisition of Beyond Yoga firmly establishes that athleisure isn’t just a trend—it’s here to stay.

To keep up to date on which activewear and athleisure brands are pulling ahead, download our latest Tribe Top 10 report.

 

Read the Tribe Top 10

Read More

Related Articles

The Chosen One: Unilever Expands Skincare Portfolio with Paula’s Choice

This week, multinational consumer goods giant Unilever announced the acquisition of popular skincare brand Paula’s Choice. The...

From Cult Favorite to $500M Skincare Brand: The Rise Of Tatcha

As reported by WWD, skincare standout Tatcha has been acquired by Unilever in a blockbuster $500M deal. It’s an impressive...

Shiseido Prunes Its Beauty Portfolio, Selling BareMinerals, Buxom, and Laura Mercier

Leading global beauty company Shiseido Americas made headlines on August 25, announcing that it plans to sell subsidiary cosmetic...

Insights Cosmetics Skincare

Ready to unlock your brand’s influencer marketing potential?

Tribe Dynamics provides iconic brands the full picture of their influencer marketing programs through industry-leading data and influencer marketing analytics solutions. We work with brands, retailers, and agencies across industries—from beauty to entertainment—so let’s get in touch to see if we’re the right fit for you!

“Working with Tribe Dynamics over the past 5+ years has been a true partnership in every sense of the word. The sophistication in their data is unmatched in the industry, and the level of insight in their analysis has become indispensable for any marketer in the beauty space today. They’re truly best-in-class.”

Mehdi Mehdi, Chief Digital Officer,
Rare Beauty

"Tribe Dynamics' influencer marketing platform provides a holistic view of our ambassadors as well as hard data that proves their importance to company leadership."

Joy Findeisen, Brand Relations and Digital PR Manager,
Benefit