June 4, 2021


Shana Daum/ 415-290-5809

Phil Zabriskie/ 917-856-7094

Levi’s® and San Francisco Giants Make Gun Violence Awareness the Focus of the 2021 Community Advocate Program, partnering with LIVE FREE

SAN FRANCISCO – On National Gun Violence Awareness Day, Levi’s® and the Giants are announcing a joint program in support of LIVE FREE, a national project of Faith in Action, the largest grassroots, faith-based organizing network in the United States. Based in the Bay Area, LIVE FREE is committed to ending structural discrimination and the mass criminalization of people of color by mobilizing the faith community to reduce the number of gun-related shootings and homicides, decrease the number of individuals incarcerated and increase opportunity for those caught in these deadly cycles.

“We are proud to join with two other Bay Area institutions that are taking concrete steps to make our communities safer,” said Anna Walker, Vice President Public Affairs, Levi Strauss & Co. “Sadly, we are reminded of the urgency behind this work nearly every day, so we hope we can also spur broader action from other companies, organizations and policy makers to help stem the relentless tide of gun violence in this country.”

LIVE FREE will be this season’s 2021 Community Advocate, an annual program between Levi’s® and the Giants that elevates and supports the work of a non-profit in the San Francisco Bay Area that is making a real impact. In 2020, the country experienced the highest rates of gun violence in decades, claiming the lives of more than 41,000 people. This year’s program seeks to raise awareness about the ongoing epidemic in America. LIVE FREE will receive a $50,000 grant from Levi’s® and Levi’s® and the Giants will raise awareness, both in-park and through electronic and social media, for the important work LIVE FREE is doing locally and across the country to address the devastating effects of gun violence.

“It’s an honor to be recognized by my hometown and my favorite baseball team for our work to spread the message of peace and healing in the communities that need it most,” said Pastor Michael McBride, director of LIVE FREE. “We look forward to working with the Giants and Levi’s® to fund peace and create safe communities here in the Bay Area and across the country, including in at least a dozen cities throughout the summer.”

Later this season, Levi’s® will also introduce a special collaborative apparel series, featuring designs from local artist LeRoid David, which will be sold online and in Giants Dugout Stores with proceeds from the sales being donated to LIVE FREE.

“We are incredibly proud of this annual program with Levi’s® in which we can use our long-standing partnership to elevate the work being done to effect change in our community,” said Jason Pearl, Senior Vice President and Chief Business Development Officer, San Francisco Giants. “Clearly the issue of gun violence is one that impacts our communities on a daily basis. We can’t help but think of the most recent mass shooting in San Jose last week to be reminded of our role as business leaders and allies to use our platform and influence to find ways to stop this tragic violence and support those doing the daily work to address issues of gun violence.”

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