Client Profile - After all these years, is Levi’s washed up? - The future looked profitable, but then the American icon hit a slump when styles morphed. Aimee Grove examines a PR team in full-crisis mode

On June 12, 1996, Levi Strauss & Company chairman Bob Haas announced a new incentive plan for employees. Under it, every worker would receive a bonus equal to a year’s salary if the company achieved its cash flow goal by 2001.