Wednesday, November 19, 2008

BMX breathes life into Levi's.

The Levi Strauss Signature® brand today announced the creation of the Levi Strauss Signature BMX team and its partnership with four accomplished BMX bike riders: Jamie Bestwick, Morgan Wade, Anthony Napolitan and Corey Martinez.

This is genius. I have witnessed my own teenage sons recent attraction to Levi's and wondered why this brand suddenly became relevant? Such an age old trick: associate with current heroes of the youth of today! Better yet, make it seem like your product was designed specifically for this crowd. I feel like Guitar Hero and Levi's are taking advantage of "brand value" that was already there -- and just needed a new and improved way to appear relevant and compelling to today's youthful audience.

I'm on my way to the mall to get a pair right now. Hmmm... they would look good with a pair of Converse All-Stars right?

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