In other words, Beyoncé has yet another opportunity to take my coins before the year ends.
But this latest partnership got me thinking—what do collaborations like this have in common with other iconic brand partnerships, like Run DMC and Adidas, Michael Jordan and Nike, or Popeyes and Megan Thee Stallion?
Each of these partnerships began with celebrities leveraging trademarks they didn’t even own.
By strategically using “OPT” — other people’s trademarks — they turned these collaborations into multi-million-dollar opportunities.
Yup, you read that right.
These lucrative and legendary partnerships weren’t just about products—they were about celebrities using trademarks to challenge sterotypes as well as redefine and cement their own place in culture.
And if you’re wondering how to apply these lessons to your own business, keep reading and taking notes.
For this founder’s letter, we’re going to discuss how Beyoncé and Run DMC leveraged trademarks they didn’t own to elevate these brands beyond just shoes and jeans.
With Run-DMC, the “My Adidas” song took the German shoe company from a corporate conglomerate (with questionable origins) to a symbol of New York swag and street smarts.
Because of this, when thousands of fans raised their Adidas in the air during concerts, they were showcasing cultural pride.
Denim’s history would no longer be a product of cowboys, rugged men, and hard labor.
It would be a symbol of empowerment, femininity, and courage.
All attributes that make Beyoncé who she is.
With this new collaboration in place, Levi’s has the great potential to become a symbol of female power—something every woman could wear proudly, just like how Run-DMC rocked their Adidas.
The lesson here?
Authenticity, rooted in real narratives, turns trademarks into something more.
They turn these words, phrases, and logos into movements for the culture.
Authenticity that resonates deeply with your audience will transform your product from a mere commodity into a movement that people want to rally behind.
Just like Run DMC didn’t just rap about shoes, and Beyoncé didn’t just model denim, your brand should be a reflection of the values, stories, and communities you represent.
They were challenging the media narrative that painted Black men in New York as gangsters because they wore Adidas without laces.
The track’s lyrics were a bold statement, celebrating the pride and power behind that fashion choice.
Fast-forward, and you see Beyoncé doing the same thing for women in denim.
Whereas Levi’s® had long been a symbol of rugged masculinity, Beyoncé’s “Reiimagine” campaign flipped that on its head.
She made denim a form of self-expression for women everywhere, breaking the stereotype that jeans were only meant to represent masculinity.
In the end, these artists used their voices to redefine what these brands stood for—and showed the world that trademarks are about powerful storytelling.
Whether it’s reimagining who your product serves or redefining what your industry stands for, use your platform to address deeper societal issues.
Just like Run DMC turned a sneaker into a symbol of pride and Beyoncé redefined denim as a statement of women’s power, your brand has the potential to break barriers and offer a fresh perspective.
It may be hard to imagine today, but Hip Hop and Black artistry didn’t always have a seat at the corporate table.
So when the President of Adidas’ American division attended a Run DMC concert in 1988, he wasn’t just watching a performance—he was witnessing a movement.
He saw thousands of fans holding up their Adidas sneakers, singing along to the lyrics of “My Adidas,” and redefining what the brand could mean. That moment led to a landmark collaboration, connecting Adidas with communities that had never been on their radar.
This partnership set the stage for future collaborations between artists and global brands, making room for Black creatives to have a voice at the corporate table.
It also paved the way for today’s legendary partnerships, from 50 Cent and Vitamin Water, to Megan Thee Stallion and Popeyes, to Michael Jordan and Nike, and Rihanna’s game-changing Fenty x LVMH deal.
So it’s no wonder that Beyoncé was able to draw on numerous successful case studies to secure a brand partnership with Levi’s.
Same idea, different execution. Beyoncé didn’t just sell jeans—she redefined what Levi’s® could be.
Lessons to apply to your business:Be strategic with your collaborations and partnerships—align with those that share your vision and amplify your mission.
It’s not just about landing a high-profile partner; it’s about forming alliances that help build your long-term legacy.
Take a cue from Run DMC and Beyoncé: they didn’t just settle for any brand—they chose partners that allowed them to extend their impact beyond music and into cultural history.
