(EMAILWIRE.COM, January 07, 2003 ) On Super Bowl Sunday, football's best teams will be vying for the highly-coveted Lombardi Trophy. But for armchair quarterbacks and other pigskin fans, a more valuable prize awaits: the world's most valuable pair of jeans.

The gold, diamond and ruby-laden pair of jeans - appraised at $85,000 - are part of the first-ever interactive consumer ad appearing during the Super Bowl on January 26, 2003. The ad will give the final clue to a month-long mystery surrounding the "virtual" hiding place of the jeans. The $150,000 prize package includes the jeans - handcrafted by H. Stern Jewelers, one of the world's pre-eminent fine jewelry houses - and $65,000 in gold and cash.

The Levi's Type 1 Jeans Gold Rush contest is being launched to promote one of Levi's most significant product launches in history - Levi's Type 1 Jeans - and to celebrate the company's 150th year in business. The Levi's Type 1 Jeans line will accentuate all of Levi's signature design details: the red tab logo, buttons, rivets and two-horse back patch.

Consumers can log on to www.levi.com for clues to the mystery by answering a weekly question and interactive game. There will be a total of four questions and four games, with weekly prizes awarded to participating players. The final clue will be released through Levi's Super Bowl commercial, entitled "Stampede." Consumers will have two days to answer online where the Type 1 Jeans are located. All correct entries will be submitted into a random drawing where a grand prize winner will be chosen on January 29, 2003.

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Produced for Levi's Jeans



CONTACT:

John Ordoña
415-501-7568
jordona@levi.com

Amy Gemellaro
415-501-6178
agemellaro@levi.com

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Siemens Corporation
Joseph Nchor
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