SAN FRANCISCO—Levi Strauss & Company has retained Golin/Harris International to handle public relations surrounding the company’s 150th anniversary and the 130th anniversary of the invention of the blue jean by Levi Strauss and Jacob Davis. The selection of Golin will not impact any of Levi’s existing agency relationships.
According to Ellen Ryan Mardiks, worldwide director of marketing and brand strategy at Golin, “the company recognizes that the anniversary is a great opportunity to profile its history and heritage, and also to talk about where it is today and where it is going in the future.”
Anniversary related activities are expected to begin in the second quarter and continue throughout the year. Plans are still being finalized, but one element will be a tour of some of the company’s “treasures,” currently contained in its extensive archives. Vintage products will tour several cities, accompanies by the company archivist.