If you had to walk across America, what would you wear? Would you be mostly concerned about your footwear or your pants? Mike is the dude in "Guy Walks Across America" and he opted to wear Levi's 501 jeans, a t-shirt and some casual sneakers. Sweat pants might have been more comfortable, but then Mike would have had no place to put his crap, plus he would have looked like a tool. Seriously.
Is this guerrilla marketing for Levi's? Who cares, it is nicely done.