Levi's sponsors debut of Green Day's American Idiot theatre adaptation

LONDON - Denim brand Levi's is the lead sponsor for the stage version of 'American Idiot', the seventh studio album by US punk rock band Green Day.

The 'American Idiot' theatre show is being held at the Berkeley Repertory Theatre in California during September and October and is staged by Michael Mayer, director of 'Spring Awakening'.

It follows working-class characters from the suburbs to the city, to the Middle East, and features every song from the 'American Idiot' album, as well as several new songs from '21(st) Century Breakdown'.

Levi's said that its 'Go Forth' ad campaign mirrors the show's tale about "America's youth forging its own path".

Doug Sweeny, vice president of marketing at Levi's, said: "Green Day's 'American Idiot' album has had a profound impact on music and culture, and this show has the potential to revolutionize modern theatre.

"We are thrilled to be a part of such a ground-breaking artistic concept. Levi's jeans have been favoured by musicians and cultural pioneers who march to the beat of their own drum for decades, so our participation in this show truly is a purposeful and authentic fit."

The jeans brand has also served as a resource for costume designer Andrea Lauer in researching and creating the look of the show, with many of the show's characters wearing the iconic jeans.

Lauer said: "Music activates the clothing. It evokes an attitude and an energy that also comes across in the costumes.

"Levi's jeans have a timeless aesthetic on which to build character -- and the jeans let [the actors] dance the hell out of these songs."