Levi’s is celebrating the Super Bowl-generated spotlight on San Francisco, the apparel retailer’s home town, with Home Turf, a series of immersive pop-ups, product collaborations, music performances, sustainability workshops and events at Bay Area Levi’s stores all leading up to Super Bowl LX on Feb. 8 at Levi’s Stadium in Santa Clara, Calif. The centerpiece will be a multi-day pop-up at 1 Montgomery in San Francisco’s financial district, produced in partnership with San Francisco-based record label Empire.
“This moment is about more than a game; it’s a cultural cornerstone that brings people together,” said Michelle Gass, President and CEO of Levi Strauss & Co. in a statement. “San Francisco is our hometown, and we’re proud to celebrate one of the biggest sports stages right here where music, fashion and sports intersect in such a unique way.”
Levi’s Super Bowl week events will include:
- Exclusive product collaborations, including one building on Levi’s recently launched partnership with the Jordan Brand that will bring exclusive sneaker and apparel releases to the pop-up, which will feature customization opportunities such as embroidered patches and specialty lace locks. On Feb. 2, a Starter collaboration also will launch at select Bay Area stores with NFL team jackets;
- Music performances at the Home Turf pop-up kick off with a pep rally featuring local rapper LaRussell and a marching band. In partnership with NRF, Home Turf also will host live Tiny Desk performances from Goapele, P-Lo, Souls of Mischief and Ruby Ibarra, as well as an immersive Empire exhibition celebrating 15 years of hip-hop in the Bay Area;
- Spotlight on sustainability with a Wear Longer Project panel and workshop on Feb. 7 featuring Kristin Juszczyk, Chief Design and Visioneering Officer at Jordan Brand, and Paul Dillinger, Head of Global Design Innovation at Levi Strauss & Co. The conversation will explore the intersection of design, sustainability and sports culture while engaging the community in rethinking how garments can be repaired, refreshed and reimagined to lengthen their lifecycle;
- Select Bay Area Levi’s stores will host appearances by partners like area rapper E-40 and 49ers players. For members of Levi’s Red Tab loyalty program, limited-edition Home Turf trading cards will be available, with select prize packs offering exclusive access to Home Turf events, Levi’s x Jordan sneakers or Levi’s gift cards; and
- Levi’s heritage on display at the company headquarters with rare artifacts from its historical museum, The Vault, spotlighting the brand’s deep connections to sports.
“Few brands can authentically play across so many facets of culture, including sports, in the way Levi’s consistently does,” said Kenny Mitchell, Chief Marketing Officer at Levi Strauss & Co. in a statement. “As a brand that continues to live at the center of culture, we’re honored to hold the naming rights to Levi’s Stadium — a global stage on our ‘home turf’ that connections generations of fans through the unifying and positive power of sport, music and creativity.”
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