Facing strong competition, Levi's needed to voice the values of today's teenagers to help preserve its presence in the marketplace.Addressing the particular interests of boys and girls, content and functionality elements relevant to the target were gathered, without altering the fundamental attributes of a renowned brand. It includes extensive product information, presented in novel ways; interactive games; store locator; freebies to download; music news; and several other "places" to hang out at.The website has been very succesful in establishing a solid, distinctive presence in the web, creating a community of users between the age of 14 and 24; and has helped increase traffic to the stores.