Levi's Goes Racing
San Francisco–based Levi Strauss & Co. is sponsoring NASCAR racer Jimmie Johnson, who will tout Levi Strauss Signature, a denim line aimed at the mass market. Johnson is one of NASCAR’s premier personalities and the No. 2 ranked 2003 Nextel Cup driver. The sponsorship entails both retail and at-track programs, including the use of the driver’s likeness in at-track fan activities, advertising and retail promotions. Johnson also will make numerous race market appearances on behalf of the apparel line.
