Levi’s to Host Anti-discrimination Campaign Launch

The Original Levi’s Store in New York will host the launch of Levi’s national anti-discrimination campaign, a three-week fundraising promotion to benefit MTV’s “Fight For Your Rights” charities working to take a stand against discrimination.

Pop stars Destiny’s Child, which appears in Levi’s national print ads in September issues of teen and fashion publications, will be on hand for the kick-off.

From Aug. 15-Sept.6 at Federated department stores and Original Levi’s Stores nationwide, Levi’s will donate 100 percent of its proceeds–up to $50,000–from its hottest-selling Levi’s Superlow Jeans for girls and 569 Loose Straight Jeans for guys to the charities.

“Levi’s has a long history of supporting anti-discrimination policies and we felt that it was important to expand our sponsorship of the VMAs to support MTV’s efforts benefiting this crucial cause,” said Anna Brockway, director of marketing, Levi’s Jeans.

Back-to-school shoppers who purchase $50 worth of Levi’s products at Federated stores during the promotion will receive a CD featuring an exclusive Destiny’s Child track, along with more information on how to get involved in the “Fight For Your Rights” effort.