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Levi's plans music tour

Published on .

Levi Strauss & Co., San Francisco, planning to spend a significant portion of its ad budget on music-related promotions, announced the creation of a 44-city summer music tour featuring the Goo Goo Dolls as well as Sugar Ray and Fastball. The Levi's Fuse 99 tour will include multiple stages with a Silver Tab tent featuring new music and Levi's First Stage dedicated to emerging artists. Levi Strauss spends about $80 million on advertising annually.

Copyright May 1999, Crain Communications Inc.

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