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Rider Morgan Wade to wear Levi's Colored Denim at BMX
Jul '08
This week, the Levi's brand announces the launch of 'Choose Color,' an innovative sports marketing program featuring the Levi's BMX team and Levi's great range of color denim.

The program includes five unique TV commercials launching this week and invites BMX and Levi's fans across the country to vote online to determine which color Levi's jeans professional BMX rider Morgan Wade will wear at upcoming BMX competitions.

Morgan is a top performer on the BMX circuit and a crowd favorite known and loved for his signature superman tail whip.

From August through October fans can vote online at levi.com/choosecolor among an array of colors including royal purple, inferno red, tree hugger green and iceberg blue.

Fan votes will decide which color Levi's jeans Morgan will wear at the 2008 X Games from July 31 through August 3 and each AST (Action Sports Tour) Dew Tour stop from August to October.

"Morgan is an exciting athlete with a magnetic personality so he is perfect fit for this innovative program," said Doug Sweeny, Director of Levi's Brand Marketing.

"What's so great about this program is that it allows consumers to engage with the Levi's brand in a fun, interesting and relevant way. When else have fans had the opportunity to choose what their favorite athlete wears?"

The 'Choose Color' program features five unique TV commercials, each spotlighting a different color of Levi's jeans.

The spots will air on networks including MTV, Fuel, Spike, and NBC beginning July 30. The program also includes a rich digital media campaign featuring in-banner voting, podcasts and video pre-roll.

Colored denim is one of the hottest trends in fashion. Sported by fashion icons from rock stars and hipsters to Hollywood it girls, the colored denim craze promises to be huge again this fall.

Levi's color denim is available in a few of Levi's most popular current styles including Skinny 511 Jeans at levi.com, Urban Outfitters and Tilly's.

Levi Strauss & Co

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