Pop-punk-turned-political rockers Green Day have parlayed their mega-selling, award-winning album American Idiot into a Broadway musical, which now includes Levi’s as its lead sponsor.
Seems Levi’s has found a suitable tie-in to its “Go Forth” campaign, which is centered on the theme of “America’s youth forging its own path.”
“Green Day’s American Idiot album has had a profound impact on music and culture, and this show has the potential to revolutionize modern theatre. We are thrilled to be a part of such a ground-breaking artistic concept,” says Doug Sweeny, Vice President of Levi’s Brand Marketing. “Levi’s jeans have been favored by musicians and cultural pioneers who march to the beat of their own drum for decades, so our participation in this show truly is a purposeful and authentic fit.”
Spring Awakening director Michael Mayer helms the production, which will be performed by the Berkeley Repertory Theatre and feature every song from the album. Costume designer Andrea Lauer handles the Levi’s threads that are slashed and bleached but hopefully don’t look like the dude from Def Leppard’s stonewashed duds. Dystopia never sounded so hip. You can buy tix here.