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Fortune

Jane Thier

A Beyoncé song gave Levi’s a golden opportunity. Here’s how the CEO made it a campaign

Beyoncé Michelle Gass Levi

Michelle Gass at Fortune's MPW Summit in California (Credit: Kristy Walker/Fortune)

Michelle Gass has reason to celebrate.

As the newly minted—and first female—CEO of the iconic denim brand Levi Strauss & Co., she got word that music legend Beyoncé would be name-checking the company in the title of a song off her recent album Cowboy Carter.

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