Brand Recital

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Two American Originals Unite To Release the All-New Jordan Levi’s® Collection

BEAVERTON, OR & SAN FRANCISCO, CA (November 26, 2007) – Today, Jordan Brand, a division of Nike, Inc. and blue-jean-inventing fashion house Levi Strauss & Co., announced a collaborative partnership that will create a limited number of toe-to-head fashion packages for collectors and fans of both brands. The resulting, jointly-developed Jordan Levi’s® Collection will unite classic style with urban design flair, delivering freshly-interpreted takes on iconic flagship product from both leaders. The men’s only, specially designed, co-branded product will be appropriately named the 23 / 501® collection and will arrive in stores starting in March 2008.

As part of the project, the two global icons created an exclusive collection pairing the Air Jordan Retro 1 style sneakers with a pair of exclusive, co-branded Levi’s® Original 501® jeans and a signature tee shirt featuring graphic artwork taken from both brands. All three pieces will be sold together as a set and will come enclosed in an innovative, co-branded package, specially designed for this occasion. The premium, selvage denim will be lined with the signature Jordan Brand elephant print and include a sneaker protector at the cuff, reducing the transfer of indigo dye to the shoe. The 501® Jean will feature a gold metallic button fly and the Jordan Brand signature Jumpman logo embroidered on the pockets along with the Jordan Brand name on the rear leather-measurement waistband patch. The Air Jordan Retro 1’s will be one-of-a-kind and will be made from Levi’s® Original 501® denim, printed with the traditional Jordan Brand elephant graphic design.

“Jordan Brand has always prided itself on being the innovator of urban, sport fashion and we are proud to partner with a true fashion icon—the original inventor of the blue jean—Levi Strauss & Co.” said Fran Boller, Business Director of Apparel for Jordan Brand. “We believe that this collaboration with Levi’s® is the perfect opportunity to offer this exclusive package to consumers looking for something truly original and authentic.”

Similarly, Doug Sweeny, Director of Brand Marketing for Levi’s® Jeanswear added: “Both brands share a kinship given the role each play within their respective categories. That is what brought these brands together. Like the Air Jordan 1, the Original 501® jean is really where it all began. It has become one of the most enduring and malleable pieces of apparel ever created.”

The collaboration between Levi’s® Jeanswear and Jordan Brand represents an opportunity for both brands to further define the sport-fashion market. The limited-edition packages will be available March 1, 2008 at select specialty retailers, Levi® Stores and Niketown locations.

p.s. 大陆的Nike店里，乔丹和勒布朗本身就有发售过牛仔裤，不知此款跨界产品是否会在大陆发售。估计也只有在CLOT或Source这类街头店里会有踪迹。