Levi Strauss & Co. synonymous with the American blue jeans coveted by Soviet youths, says 23,000 pairs of its famous pants aren't going to Moscow if the United States is not sending athletes to the Summer Olympics.

"No U.S. team, no jeans," Levi promotion director John Houck said as American companies with a stake in the Games responded to the Carter administration's declaration that U.S. athletes will not participate in Moscow because the Soviet Union remained in Afghanistan beyond the deadline set by President Carter.

Millions of dollars in advertising and promotional budgets are at stake in the boycott, but most marketing experts say it is too early to measure the monetary impact of the American action.

"We're not prepared to say anything," said Frank Stansbery of the Coca Cola Co. in Atlanta.

Archie Marshall, a speed skater from Great Britain, ought to remember the 1980 Winter Olympics for quite some time.

In the men's 500-meter dash last week, Marshall was disqualified for three false starts. In the next race, he fell. Then, leading his pairing with 50 yards to go in the 1,500 meters yesterday, the Scotsman fell on the same treacherous turn that American Eric Heiden had nearly fallen on.

Marshall scrambled to his feet and finished the race anyway and received an appreciative round of applause from the gallery.

New York State Police and Secret Service agents have joined forces to hunt for a counterfeiter attending the Games who has passed 14 bogus $20 bills among village merchants.

State Police Investigator William Freeman said the counterfeit currency was a fairly good quality but of inferior texture and weak coloring.

Printed by an offset method and bearing the same serial numbers, they are identical to counterfeits first reported by the Canadian Royal Mounted Police in 1977 and later discovered in two states, Missouri and Washington.

New York state officials agreed to pay part of the cost of rescuing a disastrous bus transportation system, adding to the millions of state dollars already spent on the Winter Games.

The State Department of Transportation and the Lake Placid Olympic Organizing Committee signed a contract to share the estimated $240,000 cost of hiring Greyhound to bring in additional buses and supervise the bus system.

The LPOOC has already put up about $35,000 toward the cost. The state promised to pay $65,000 and to guarantee the remainder which is legally due from Olympic organizers. The state also promised to pay half of the cost of hiring dozens of school buses to augment the transportation system.