Levi’s X QQ Dance


Levi’s® x QQ Dance: Denim Dances into A New Dimension

Levi Strauss & Co.
September 27, 2019

Levi’s® is entering a new “dimension” by joining forces with popular music and dance game QQ Dance to create a 3D-rendered wardrobe for its game characters. And if you like what you see, the designs will also be available to purchase by consumers in our dimension.

QQ is probably the biggest social media network you have never heard of. Famous for setting a Guinness world record for having the largest number of users online at the same time, over the years, QQ has repositioned itself as a one-stop entertainment portal for Chinese youth, with more than 60 percent of its users born after 1990. QQ Dance, which holds nostalgic memories for many young gamers, has long served as a platform for young people to be “free to move” with cool costumes and self-expression. That aligns nicely with the Levi’s® Engineered Jeans designs the game’s characters are outfitted in.

“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, 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.”

The collaboration comes on the heels of the recent rollout of Levi’s® customization services on WeChat, China’s ubiquitous messaging platform. The endeavors position the Levi’s® brand as the denim authority known for creating innovative and free-spirited products to inspire younger generations to be their authentic selves.

The Levi’s® x QQ Dance collaboration launches at the end of September at select Levi’s® stores in China and online through the WeChat mini program titled “My Levi’s® Official Customization.”