Extreme sports play into product design as well as the fall campaign for Levi Strauss & Co.'s L2 value fashion brand. National print ads break in August magazines. The campaign is expected to reach 70% of L2's 15-to-19-year-old target. Fashion photographer Moshe Brakha shot the ads. Art director was John Ritt of John Ritt Designs, San Francisco. Levi Strauss agency of record TBWA/Chiat/Day
wasn't involved in the advertising.