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Levi’s Create Specially Designed ‘Staying Alive’ Jacket For World AIDS Day Campaign

Levi's Logo

Levi's Logo

DALLAS, Nov 22, 2002/ FW/ — What do Levi Strauss, Sir Elton John, Dave Matthews, Michelle Branch Wyclef Jean and Missy Elliott have in common? The Levi’s® ‘Staying Alive’ Jacket campaign in an effort to raise funds and awareness to combat HIV/AIDS globally.

San Francisco-based Levi Strauss & Co., through Levi Strauss Foundation has collaborated with well-known celebrities in a special auction on eBay wherein Sir Elton John, Dave Matthews, Michelle Branch Wyclef Jean and Missy Elliott have autographed the specially created Levi’s® ‘Staying Alive’ Jacket.

All money raised from the jackets will benefit Population Services International’s (PSI) YouthAIDS program.

The jackets will be listed on eBay(R) at www.ebay.com/levis, from November 22, 2002 to December 1, 2002 — World AIDS Day.

The Levi’s “Staying Alive” Jacket campaign kicked off on October 7, 2002 in New York with a Levi’s jacket specially designed by Missy Elliott and another Levi’s jacket signed by a host of celebrities as their symbolic pledge to “stay alive” by getting the facts on HIV/AIDS.

The signed jacket includes autographs by recording artists participating in the two Levi’s Jeans Staying Alive concerts, the first which took place in Seattle, WA on November 7 and the second which is scheduled to take place in Cape Town, South Africa on November 23.

The two concerts will premiere globally on MTV as one 90-minute commercial free special on December 1. Among those scheduled to perform at the World AIDS Day concert in Cape Town are Sean “P. Diddy” Combs, Alicia Keys and Usher.