Levi’s, MTV to Unveil Co-Branded Apparel

Continuing its push to build its brand image with younger consumers, Levi Strauss & Co. and MTV today will unveil the San Francisco-based apparel company’s first-ever co-branded line of merchandise. The line of T-shirts, jeans and jackets will be emblazoned with the MTV Video Music Awards logo. Levi’s will be the presenting sponsor for the ceremony, which will be broadcast live Sept. 10 from the Universal Amphitheater in Universal City. The gear will be sold through the end of October on MTV’s and Levi’s Web sites as well as through Original Levi’s stores. Earlier this year, Levi’s signed as sponsor of the Lilith Fair Acoustic Talent Search and several other youth-oriented musical events. The deals are part of Levi’s ongoing push to reverse a market share slide by building the Levi’s brand among consumers between the ages of 15 and 24.