Levi's Jeans Rallies Celebrities and the Public to Pledge to 'Stay Alive by Getting the Facts On HIV/AIDS -- Levi's "Staying Alive" Jackets Will be Auctioned on eBay to Raise Funds and Awareness to Combat HIV/AIDS Globally

Business Wire - October 7, 2002

SAN FRANCISCO--(BUSINESS WIRE)--Oct. 7, 2002-- Levi's(R) Jeans today announced the launch of a fundraising and awareness campaign to benefit Population Services International's (PSI) YouthAIDS program. The campaign, part of Levi's Jeans ongoing 20-year commitment to the fight against HIV/AIDS, includes two one-of-a-kind Levi's(R) "Staying Alive" Jackets that will be auctioned on eBay(R) to raise funds and awareness to combat HIV/AIDS on a global level. Included in this campaign is a Levi's "Staying Alive" Jacket designed by world-renowned hip-hop recording artist, Missy Elliott. Another Levi's "Staying Alive" Jacket will be filled with celebrity autographs as their symbolic pledge to "stay alive" by getting the facts on HIV/AIDS. The jacket will include autographs by recording artists participating in the two World AIDS Day concerts, scheduled to take place in Seattle, Wash. on November 7 and in Capetown, South Africa on November 23. Bidding on the two Levi's "Staying Alive" Jackets will commence on November 22 on www.ebay/levis.com and will end on December 1 - World AIDS Day. All proceeds raised from the auction will be donated to PSI's YouthAIDS initiative, a global project committed to educating and protecting youth around the world from HIV/AIDS. Among those scheduled to perform at the two World AIDS Day concerts are Alicia Keys, Dave Matthews and Missy Elliott.

To further raise funds and awareness in the fight against HIV/AIDS, Levi's Jeans created a virtual Levi's "Staying Alive" Jacket on levi.com to enable the public to participate in the campaign. For every person who logs on to levi.com and pledges to "stay alive" by getting the facts on HIV/AIDS, Levi's Jeans will pledge $1 to PSI's YouthAIDS initiative -- up to $50,000. Levi Strauss & Co. and the Levi Strauss Foundation have donated over $25 million dollars in the fight against HIV/AIDS in the past 20-years.

"Levi's is a global iconic brand and we remain dedicated to using our influence and resources to combat HIV/AIDS on a global level," said Robert Hanson, Levi's brand president, U.S. "Our Levi's 'Staying Alive' Jacket campaign encourages everyone -- celebrities and the public alike -- to make a pledge to 'stay alive' by getting the facts on HIV/AIDS." Hanson continued, "We are pleased to have Missy Elliott join in our Levi's 'Staying Alive' Jacket campaign. Her participation will go a long way to raise awareness and funds for this global effort."

The Levi's "Staying Alive" Jacket campaign will kickoff at the YouthAIDS launch event on Monday, October 7 at New York City's TriBeCa Rooftop. The Missy Elliott-designed Levi's "Staying Alive" Jacket will be unveiled at the event and celebrity attendees, including recording artists Wyclef Jean and Angie Stone, will be among the first celebrities to autograph the celebrity signed Levi's "Staying Alive" Jacket. Beginning on October 7, the public will also be able to make their pledges to "stay alive" by signing the virtual Levi's "Staying Alive" Jacket on levi.com.

"Individuals and organizations must join forces to combat HIV/AIDS as the epidemic continues to devastate our global community, " said Kate Roberts, director of YouthAIDS. "The Levi's 'Staying Alive' Jacket campaign is an excellent example of how a global brand can leverage its status and resources to fight the spread of this disease."

In addition to auctioning the two Levi's "Staying Alive" Jackets on eBay, Levi's Jeans will also auction several World AIDS Day memorabilia items on eBay beginning on November 22. All money raised from the auctions will be donated to PSI's YouthAIDS initiative.

The Levi's "Staying Alive" Jacket campaign is part of the Levi's brand's 20-year commitment to the fight against HIV/AIDS. Through Levi Strauss & Co. and Levi Strauss Foundation funding, education programs, and strategic partnerships, the Levi's brand continues its leadership role in reducing the spread of HIV/AIDS globally.

YouthAIDS is a global initiative implemented by Population Services International (PSI) working in over sixty countries to educate and protect adolescents from HIV/AIDS. PSI's global network delivers health education, products and services for HIV/AIDS prevention, family planning, malaria prevention and maternal and child health. Using private sector and commercial marketing techniques, PSI helps lower income populations enjoy better health. Where public health care facilities are scarce or overtaxed, PSI fills a critical gap. YouthAIDS uses music, fashion, theatre, sport and media to reach the youth with lifesaving messages.

Invented in 1873 by Levi Strauss, Levi's Jeans are the original, authentic jeans. They are the most successful, widely recognized and often imitated jeans products in the history of apparel. Levi's Jeans have captured the attention, imagination and loyalty of generations of diverse individuals in more than 100 countries around the world and continue to do so today through jeanswear innovation.

Note to Photo Editors

Red carpet photographs from the October 7, 2002 YouthAIDS event, including photographs of the Levi's "Staying Alive" Jacket will be available on Tuesday, October 8, 2002 on www.wireimage.com. Photographs will be posted by 8:00 a.m. (EDT).

CONTACT: Levi's Jeans John Ordona, 415/501-7568 Rick Gomes, 212/704-3233

SOURCE: Levi's Jeans

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