Levi Strauss & Co. acquired Beyond Yoga in 2021 to expand into activewear.
Beyond Yoga is an American performance and lifestyle apparel company known for activewear, including leggings and other exercise-oriented clothing. Levi Strauss & Co. announced the acquisition in 2021, adding a fast-growing activewear business to a portfolio historically centered on denim and casual apparel.
The deal was significant because it broadened Levi Strauss & Co.’s category mix. Denim remained central to Levi's identity, but activewear offered access to consumers seeking clothing for exercise, wellness and everyday comfort.
This acquisition is sometimes confused with partnerships or investments involving other athletic brands. Beyond Yoga was the company purchased by Levi Strauss & Co.; Lululemon, Athleta and Outdoor Voices are separate activewear businesses. The transaction is therefore a useful marker in Levi Strauss & Co.’s modern diversification strategy.