BBPR on Levi's BMX campaign

Excellent post from BBPR on Levi's efforts to engage BMX. No commentary from me as he pretty much says everything that needs to be said:

This sort of commitment to BMX by Levi’s is action sports marketing at its best. I don’t follow BMX all that closely, but I’ve noticed a lot of Levi’s shirts popping up (just like I’ve been noticing a lot of BallPark hot dog shirts at the X-Games), but wrote it off as a little pay to play effort on Levi’s part. Then, I saw the video on FuelTV, which caused me to google the film and find out via EXPN that it’s FREE for all to download right now and it comes pre-packaged with a major BMX mag.

Other marketers take note, Levi’s his hitting the trifecta:

1. Supporting pro and amature riders

2. Supporting the media that cater to BMX

3. Supporting regular Joe riders by stoking them out on professionally produced content featuring a variety of two-wheeled stunt guys

So, is Levi’s job done? Hardly, they could blow it? Heck yes. How?

By pulling out.

If Levi’s commits to BMX for the long term, they should be in good shape. More videos, continued suport in other ways, etc., and they’ll be good. If they pull out… well, it won’t be hard for another denim brand to swoop in and learn from their mistakes.

Read more here