The event aims to attract and engage both Class B and C audiences by offering a range of unique and interactive experiences that reflect Levi's rich heritage and relevance today. Provide them with a personalized and memorable brand experience, fostering a deeper emotional connection with Levi’s.

By featuring well-known personalities such as the iconic mother-daughter duo Melanie Marquez and Michelle Marquez Dee, alongside emerging TikTok stars from Team Bardagulan, the event aims to create a powerful blend of nostalgia and modern relevance. This dynamic mix is designed to appeal to a broad spectrum of the target audience, from older denim aficionados to younger, social media-savvy individuals. Leveraging their influence and encouraging attendees to share their experiences using the hashtag #LiveInLevis, the event will amplify Levi's presence online and in the community.

The event will focus on strengthening relationships with key media attendees by providing them with exclusive access to Levi’s brand ambassadors, executives, and behind-the-scenes activities. Reserved VIP seating, one-on-one interview opportunities, and special media-only tours of the Iconic Denim Exhibit allow for in-depth storytelling that aligns with their audience interests. This strategy positions Levi’s as a media-friendly brand, encouraging positive, ongoing relationships and ensuring comprehensive coverage that resonates with diverse readerships.