Levi Strauss Signature joins All-American Soap Box Derby

AKRON, Ohio -- The Levi Strauss Signature brand announced today that it has entered into a sponsorship agreement with the All-American Soap Box Derby (AASBD) to become the title sponsor of the premier youth and family oriented racing program in the United States. The AASBD's annual event, held since 1934 in Akron involving boys and girls ages 8-17, will be called the All-American Soap Box Derby presented by Levi Strauss Signature.

In addition, the Levi Strauss Signature brand's spokesperson and current NASCAR Nextel Cup Series points leader Jimmie Johnson will serve as the AASBD's national spokesperson.

A NASCAR official youth initiative, the AASBD season runs year-round and is comprised of more than 450 races across the United States and overseas, culminating with the 68th AASBD Championship scheduled for July 30, 2005. Each competitor builds his/her own gravity-powered car from kits purchased from the AASBD, typically with assistance from a parent or other adult.

"We are excited to partner with such a highly-respected name in the Levi Strauss Signature brand," said Jim Huntsman, President of the Board of Trustees, All-American Soap Box Derby. "The Levi Strauss Signature brand and the All-American Soap Box Derby share the same vision of instilling the importance of family in today's youth. We look forward to working together to reach many more families in communities and cities across the country and expose them to this wonderful youth pastime."

Launched in 2003, the Levi Strauss Signature brand was created exclusively for consumers who shop in the mass channel. In an effort to continue to raise the brand awareness, Levi Strauss Signature jeans entered the world of NASCAR as an official status partner early last year, which also included an official apparel sponsorship with Johnson. The Levi Strauss Signature brand will leverage the association with the AASBD to further strengthen the overall outreach for the brand, targeting both the NASCAR and AASBD fan base.

"We're proud to expand on our already successful partnership with Jimmie Johnson and NASCAR by becoming the title sponsor of the All-American Soap Box Derby," said Scott LaPorta, President and General Manager, Levi Strauss Signature brand.

"The Soap Box Derby represents the values that are important to not only the Levi Strauss Signature brand, but also to Jimmie and (his wife) Chandra, as well as NASCAR. This is a wonderful youth initiative and a natural fit for our target audience, which allows us to interact directly with our primary consumer."

Through its sponsorship, Levi Strauss Signature brand will be represented in national AASBD print and broadcast advertising campaigns in NASCAR media outlets. In addition, they will be featured as the title sponsor in all marketing creative and event signage (grandstand and on-track signage at the championship event), as well as be included in logo packages on all competitors' derby cars and race helmets, and offer apparel at the championship event. Johnson will promote the AASBD throughout the season through participation in the advertising campaigns, personal appearances and public relations initiative

"This is a wonderful opportunity for me," said Johnson. "I was excited to get involved with the folks from Levi Strauss Signature brand last season, and now this is just taking our relationship to another level. It's a great way to mix three things that are very special to me: family, kids and racing. Levi Strauss Signature brand knows how important my family is to me and how much Chandra and I enjoy working with kids. On top of that, I can also mix in a little racing, which is just a bonus for me."

By nurturing children to become solid community citizens through the teaching of basic construction skills, teamwork, the spirit of competition, perseverance and family values, the AASBD is highly respected by community leaders, educators, racing enthusiasts and beginners alike.