Building on their relationship as the naming rights sponsor of the San Francisco 49ers home, Levi's Stadium in Santa Clara, Levi's has added 49ers superstar tight end Vernon Davis to their family of ambassadors.

Davis is known for his personal style and will help Levi's introduce their newest denim line, the recently launched 541 Athletic Fit. Davis will appear on displays in Levi's stores, participate in fan engagement activations and be the focus of a national media campaign. In addition to the 541, Davis will provide personal insights on some of Levis' more iconic pieces and the style and fit preferences of the athletically-built.

The partnership also extends to the community where Levi's and Davis will partner on initiatives benefitting the Vernon Davis Foundation for the Arts, an organization that provide scholarships to art students and grants to deserving nonprofit programs.

Today, Levi's released the following press release:


THE LEVI'S® BRAND TEAMS UP WITH VERNON DAVIS TO REACH FANS
Davis Helps to Introduce Levi's® 541™ Athletic Fit, New Jeans Designed for an Athlete's Body

SAN FRANCISCO (October 15, 2014) – Today, the Levi's® brand announced that San Francisco 49ers tight end Vernon Davis will join the Levi's® family as an ambassador of the iconic brand to athletes and sports fans. As an artist, athlete and philanthropist widely known for the passion he brings to his personal and professional pursuits, Davis is a fitting partner for a brand whose pioneering spirit and obsessive dedication to craftsmanship has made it the most recognizable denim brand in the world. In addition to embracing Levi's® apparel as part of his personal wardrobe, Davis will provide creative input on Levi's® products and share with Levi's® his unique insight into style and fit preferences of athletes and sports fans alike.

"With the opening of Levi's® Stadium this year, we have been very focused on our fans who have been wearing their Levi's® to games and concerts for decades," said James Curleigh, Levi's® Brand President. "We also realized we have fans like Vernon Davis from the SF 49ers who has been living in his Levi's® for years. So, it's a natural fit to have Davis join our Levi's® team to help us connect with more fans and to help us create innovative products like the new 541™ Athletic Fit."

Davis will first help the Levi's® brand launch the Levi's® 541™ Athletic Fit, a jean inspired by athletically built guys like Davis that provides a long needed solution to a problem often encountered by more muscular men who find small waist jeans are too tight in the thigh. The 541™ Athletic Fit offers more room in the seat and thighs to provide a comfortable fit without sacrificing the look of a modern, slimmer silhouette with Levi's® classic five-pocket style. The Levi's® brand will look to Davis for his thoughts on some of the brand's established pieces as well, giving the brand a distinct perspective on some of its most iconic products, like the 501™.

"My personal style has always been something that I take pride in, and my collaboration with the Levi's® brand is no exception," said Davis. "The Levi's® brand and I share a commitment to excellence through hard work, integrity and humility. We're going to do great work together."

In the inaugural season as naming rights sponsor of Levi's® Stadium, the Levi's® brand partnership with Davis will come to life through in-store creative displays at Levi's® retail locations, fan engagement activations online and offline, and a national media campaign which includes an ESPN feature detailing Davis' life on and off the field that will air on Oct. 1, 2014. The Levi's® team will also partner with Davis on initiatives benefitting the Vernon Davis Foundation for the Arts, which seeks to provide scholarships to dedicated art students and grants to deserving nonprofit programs.


The 541™ fit is available now in five finishes at U.S. Levi's® stores, Levi.com and US wholesale channels.

ABOUT THE LEVI'S® BRAND
The Levi's® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi's® jeans have become the most recognizable and imitated clothing in the world – capturing the imagination and loyalty of people for generations. Today, the Levi's® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our range of leading jeanswear and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style. For more information about the Levi's® brand, its products and stores, please visit levi.com.

ABOUT LEVI STRAUSS & CO.
Levi Strauss & Co. is one of the world's largest brand-name apparel companies and a global leader in jeanswear. The company designs and markets jeans, casual wear and related accessories for men, women and children under the Levi's®, Dockers®, Signature by Levi Strauss & Co.™ and Denizen® brands. Its products are sold in more than 110 countries worldwide through a combination of chain retailers, department stores, online sites and a global footprint of approximately 2,600 retail stores and shop-in-shops. Levi Strauss & Co.'s reported fiscal 2013 net revenues were $4.7 billion. For more information, go to http://levistrauss.com.
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