Levi Strauss CEO says Beyonc ads could help boost growth in women’s category [Video]

Levi Strauss CEO Michelle Gass told CNBC’s Jim Cramer on Wednesday how the denim retailer will benefit from its partnership with Beyoncé, saying the ads could help boost sales of women’s clothing.

“Levi’s has been talking about women’s for quite some time. We see this as growing to at least half of our business, doubling over time, $2 billion even just this year,” Gass said. “Now you bring Beyoncé into the ecosystem, you know, we think we’re just set up for the long term really, really well.”

Levi’s officially launched the first part of a new ad campaign with the iconic pop star on Monday. The collaboration comes after Beyoncé released her newest album, “Cowboy Carter,” in the spring that featured a track called “LEVII’S JEANS.” Levi’s has worked with the singer on other occasions over years, including during her time in Destiny’s Child in the early 2000s.

While Gass pinpointed women’s a “bright spot” in the business, …