LEVI's

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Sir Elton John, Wyclef Jean And Angie Stone Join Missy Elliott And A Host Of Celebritites In Levi's® 'Staying Alive' Jacket Campaign

November 2002 (Newstream) -- Several big name recording artists have recently joined the Levi's® "Staying Alive" Jacket campaign in an effort to raise funds and awareness to combat HIV/AIDS globally. The latest participants in the campaign are mega-superstar and well-known HIV/AIDS activist, Sir Elton John, world-renowned hip-hop artist Wyclef Jean and red-hot singer/songwriter Angie Stone. Specially designed Levi's jackets from some of these artists will be part of a charity auction hosted by eBay, the world's online marketplace, that will benefit Population Services International's (PSI) YouthAIDS program. The jackets will be listed on 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 "Misdemeanor" 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 will also include autographs by recording artists participating in the two Levi's Jeans Staying Alive Concerts, scheduled to take place in Seattle, WA on November 7 and in Capetown, 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 concerts are Missy Elliott, Dave Matthews and Michelle Branch in Seattle and Sean "P. Diddy" Combs and Alicia Keys in Capetown, South Africa.

"I am proud to lend my name and talent to this important global cause," said Missy Elliott. "I designed this jacket as a symbol of my commitment to the fight against HIV/AIDS and I am thrilled that other artists are joining the campaign."

To further raise funds and awareness in the fight against HIV/AIDS, Levi's Jeans created a virtual Levi's "Staying Alive" Jacket on levi.com to enable the public to participate in the campaign. For every person who logs on to levi.com through World AIDS Day and pledges to "stay alive" by getting the facts on HIV/AIDS, Levi's Jeans will pledge $1 to PSI's YouthAIDS initiative - up to $50,000. Nearly 20,000 people have signed the Levi's 'Staying Alive" Jacket since the virtual jacket site launched on October 7, 2002.

"We are very pleased to have some of the world's most talented individuals join us in this fundraising and awareness campaign," said Robert Hanson, Levi's brand president, U.S. "We are equally pleased with the number of people who have made a pledge to stay alive on levi.com by getting the facts on HIV/AIDS."

"We are very excited that the campaign has progressed to this high degree of participation," said Kate Roberts, director of YouthAIDS. "Fundraising and awareness campaigns like Levi's Jeans 'Staying Alive Jacket' campaign go a long way to combat the spread of HIV/AIDS globally."

In addition to the Levi's "Staying Alive" Jackets, Levi's Jeans will also list several World AIDS Day memorabilia items from both concerts on eBay beginning on November 22. All money raised will be donated to PSI's YouthAIDS initiative.

The Levi's "Staying Alive" Jacket campaign is part of the Levi's brand's 20-year commitment to the fight against HIV/AIDS. Through Levi Strauss & Co. and Levi Strauss Foundation funding, education programs, and strategic partnerships, the Levi's brand continues its leadership role in reducing the spread of HIV/AIDS globally. Since 1985, Levi Strauss and the Levi Strauss Foundation have contributed over $25 million to the fight against HIV/AIDS.

YouthAIDS is a global initiative implemented by Population Services International (PSI) working in over sixty countries to educate and protect adolescents from HIV/AIDS. PSI's global network delivers health education, products and services for HIV/AIDS prevention, family planning, malaria prevention and maternal and child health. Using private sector and commercial marketing techniques, PSI helps lower income populations enjoy better health. Where public health care facilities are scarce or overtaxed, PSI fills a critical gap.

Invented in 1873 by Levi Strauss, Levi's Jeans are the original, authentic jeans. They are the most successful, widely recognized and often imitated jeans products in the history of apparel. Levi's Jeans have captured the attention, imagination and loyalty of generations of diverse individuals in more than 100 countries around the world and continue to do so today through jeanswear innovation.

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