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Behind The Levi's BMX Program

In just three years' time, the Levi's BMX program became one of the most respected names in the BMX scene, sponsoring a team of gifted riders and never overdoing the "We're not from action sports but please accept us as your own" factor.

Updated: December 11, 2009, 11:13 AM ET
By Brian Tunney | ESPN Action Sports

The typical entry point for outside-the-box brands jumping into the action sports realm is a well known path: Brand jumps in with a marketing plan, picks up riders from a cross section of sports, wastes a lot of money giving product away, then disappears after two years.

But that couldn't be further from the truth in regards to Levi's BMX. In fact, Levi's doesn't sponsor athletes from other action sports; they are a strict BMX-only operation. And they got the formula right from ...

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