Inspired by the Levi's(R) Brand, Five Pioneering American Latinos Begin Travel Along the Pan-American Highway

Inspired by the Levi's(R) Brand, Five Pioneering American Latinos Begin Travel Along the Pan-American Highway

10-Episode TV Journey Entitled 'Norte a Sur: Una Ruta, 5 Experiencias' Airs on Discovery en Espanol this Fall and Features an Interactive Website

SAN FRANCISCO, July 15 /PRNewswire/ -- Today the Levi's® brand announces the beginning of an iconic journey of five young American Latinos traveling along the Pan-American Highway to discover more about themselves and their roots. The modern day travelers will engage in projects and 'real work' in each community along their ten city route through North and South America. The travelers' adventures from Alaska to Argentina will be captured by Discovery en Espanol on its upcoming series "Norte a Sur: Una Ruta, 5 Experiencias" (North to South: One Route, 5 Experiences). The ten, thirty-minute episode series airs this fall and will follow the travelers' adventures every step of the way. The journey will also be documented via an interactive website www.norteasur5enruta.com that launches today.

(Photo: http://photos.prnewswire.com/prnh/20100715/LA33004)
(Photo: http://www.newscom.com/cgi-bin/prnh/20100715/LA33004)

The Levi's® brand has been driven by a pioneering spirit for more than 150 years, and last year Levi's® Go Forth(TM) campaign laid out a challenge for consumers to embrace this spirit and chart their own future. This year, the Levi's® brand invites its Latino consumers to 'Go Forth' via the lens of "Norte a Sur: Una Ruta, 5 Experiencias" a TV journey and online platform where travelers will cross boundaries to learn from their Latino heritage, shape and enrich their identities and be inspired by local pioneers (or pioneros) who are doing 'real work' in their respective communities.

Fans will be able to virtually experience the journey from start to finish and engage and get to know the five travelers through http://www.norteasur5enruta.com/. Along with the main site, fans will be able to use their own Facebook and Twitter accounts to see status updates, engage in conversations, check out photos and videos, participate in giveaways and help the travelers with town-specific projects and tasks throughout their journey. The travelers will share regular updates in real time throughout their journey and will encourage participation from fans.

"Last year, driven by the pioneering spirit of the Levi's® brand, the Go Forth(TM) campaign created a resonant message underscoring a new vision of hope and progress," said Doug Sweeny, VP, Levi's® Brand Marketing. "With Norte a Sur, we're turning that energy into something tangible by engaging in 'real work' and celebrating the individuals who are paving the way for a better tomorrow in cities along the Pan-American Highway."

Levi's® Work Wear collection will be an organic part of the Norte a Sur program. Norte a Sur's five bilingual and bicultural travelers will wear key pieces from the Work Wear collection throughout their journey while they explore style/fashion, art/design, and musical influences in each of the cities they visit.

"We're thrilled to partner with Discovery En Espanol to bring the TV experience of Norte a Sur to US Hispanic television viewers," says Diane Jones-Lowrey, Director, Levi's® Diversity Marketing. "We hope to strengthen the Latino consumer's affinity with our brand by not only bringing them relevant experiences they can relate to, but also giving them the tools to help shape this iconic journey with their own knowledge and insights."

"Discovery en Espanol prides itself in bringing the best content to Hispanic viewers that will inspire and empower them. We are excited to be producing and airing this series. The jet fuel that powers this project is an optimistic view of the future and the difference Hispanic youth can make, all themes are at the core of our network's philosophy," said Luis Silberwasser, SVP and General Manager, Discovery Networks U.S. Hispanic Group.

Norte a Sur travelers who are starting their journey this week include:
-- Antonio Estrada, a 22-year-old aspiring fashion designer born in
Mazatlan, Mexico, moved to the U.S. when he was just three years old.
A resident of San Diego, Calif.
-- Noelis Marquez, a 24-year-old art major with a passion for the
creative world and anything to do with the arts; born in San Juan,
Puerto Rico, she currently resides in State College, PA.
-- Pierre Martinez, a 23-year-old singer/song writer with a love for
Reggaeton, born in Puerto Rico, he currently resides in Orlando, Fla.
-- Diana Rojas, a 23-year-old journalist who loves to travel and learn
about various cultures. Born in Colombia, she currently resides in
Dallas, Texas.
-- Zachary Popovsky, a 20-year-old established photographer and
filmmaker, of Mexican descent, he resides in Venice Beach, Calif.

Visit www.norteasur5enruta.com for more information about the program, to get to know the travelers and to learn more about the activities and cities they will visit and the modern day pioneers they will meet along the way.

ABOUT LEVI'S® FALL 2010 WORK WEAR COLLECTION

Levi's® Work Wear Collection for Fall 2010 features iconic pieces inspired by authentic work wear staples such as 501® jeans, 505® jeans, denim trucker jackets and work shirts. The collection is not about fads - it's about authenticity, exceptional craftsmanship, attention to detail, and innovation in fits, finishes and fabrics, backed by the brand that invented work wear more than 150 years ago. Details tell the story - the finest denim fabrics, brass laurel shanks, genuine leather patches and functional waist back cinches.

ABOUT THE LEVI'S® BRAND

The Levi's® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss in 1873, Levi's® jeans have become the most recognizable and imitated clothing in the world - capturing the imagination and loyalty of people for generations. Today, the Levi's® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our range of leading jeanswear and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style. For more information about the Levi's® brand, its products and stores, please visit www.levi.com.

ABOUT DISCOVERY EN ESPANOL

Discovery en Espanol is the Spanish-language voice of Discovery. It is the premiere network dedicated to offering the finest in quality programming in the areas of science and technology, world culture and history, nature and wildlife as well as real-life drama. The network creates an indelibly enriching experience by collecting the best of what Discovery's networks have to offer in combination with its own original Spanish-language content. Created by the world's most trusted media brand, Discovery en Espanol translates not just the words, but the feeling of Discovery, educating and engaging audiences nationwide with fascinating glimpses into the incredible world they inhabit. For more information, visit discoveryenespanol.com.

CONTACTS: Erica Archambault Estela Chavez-Valdivia
Levi's(R) PR Edelman Multicultural
(415) 501-7678 (323) 202-1463
earchambault@levi.comEstela.Chavez@edelman.com

Photo: http://www.newscom.com/cgi-bin/prnh/20100715/LA33004
AP Archive: http://photoarchive.ap.org/
http://photos.prnewswire.com/prnh/20100715/LA33004
PRN Photo Desk, photodesk@prnewswire.com
Source: Levi's

CONTACT: Erica Archambault of Levi's(R) PR, +1-415-501-7678,
earchambault@levi.com; or Estela Chavez-Valdivia of Edelman Multicultural,
+1-323-202-1463, Estela.Chavez@edelman.com, for Levi's

Web Site: http://www.norteasur5enruta.com/
http://www.levi.com/
http://www.discoveryenespanol.com/

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