August 22 – Premier League Liverpool Football Club has agreed with Levi’s to become the club’s first Official Denim partner. No term or value was given for the deal.
Activation of the partnership will focus around Levi’s Music Project initiative and include working with arts and music community centre, Liverpool Lighthouse in Anfield, and Sound City music festival.
Levi’s®Music Project studio will open in November to the city to provide local youngsters with an opportunity to develop their musical abilities. They will take part in masterclasses and workshops with artists and industry experts, working towards a performance at the Sound City music festival in May 2019.
Richard Hurren, Vice President North Europe, at Levi’s, said: “With the city’s history of music, Liverpool FC’s fundamental connection to the community, and our core values of giving back, expanding the Levi’s® Music Project to Liverpool is the perfect way to connect the two partners and demonstrate shared values.”
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