Levi's plans pop-up event series ahead of Super Bowl LX
Levi Strauss & Co. is celebrating football’s biggest game in a big way.
The apparel giant will activate a series of fan-first experiences, dubbed Home Turf, across the Bay Area ahead of Super Bowl LX on Sunday, Feb. 8, which will take place at Levi’s Stadium in Santa Clara, Calif. Levi’s says the events will underscore the company’s strategy of being “brand-led and pivoting into a direct-to-consumer first retailer.”
“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. “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. This global moment gives us the chance to remind the world why San Francisco has always been a hub of creativity and self-expression and why those values are at the heart of everything we do.”
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The centerpiece of the Home Turf series is a multi-day pop-up at 1 Montgomery in San Francisco’s financial district, produced in partnership with San Francisco-based record label Empire.
•Exclusive Product Collaborations: The Levi’s brand will unveil a series of limited-edition collaborations designed to merge sport, style and Bay Area culture. Earlier this month, the brand launched a partnership with the Jordan Brand that will bring exclusive sneaker and apparel releases to the Home Turf pop-up, featuring customization opportunities including embroidered patches and specialty lace locks.
On Feb. 2, a Starter collaboration will launch at select Bay Area Levi’s retail locations with NFL team jackets that “blend authentic athletic heritage with distinctive style.” Additional collaborative releases will debut throughout the week, available exclusively at the One Montgomery pop-up and Bay Area Levi’s stores.
•Unique Music Performances: At Home Turf, Levi’s will spot Bay Area artists and sounds. The experience kicks off with a “high-energy pep rally” featuring local rapper LaRussell and a marching band. In partnership with NPR, Home Turf will host live Tiny Desk performances from Goapele, P-Lo, Souls of Mischief and Ruby Ibarra, marking the first time the online concert series will recreate its set outside of NPR’s headquarters. Finally, an immersive Empire exhibition will celebrate 15 years of Bay Area hip-hop, offering visitors a look at the region’s musical legacy and its “lasting influence on global culture.”
•Design and Sustainability Spotlight: On Saturday, Feb. 7, Levi’s will host a Wear Longer Project panel and workshop featuring Kristin Juszczyk, designer and co-founder of Off Season; Jason Mayden, 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 local community in rethinking how garments can be repaired, refreshed and reimagined to last longer. Throughout the week, repair and customization workshops invite attendees to transform their pieces into personal expressions of style.
•Levi’s Bay Area Stores as Cultural Hubs: Throughout the week, select Bay Area Levi’s stores will host appearances by prominent local partners like hip-hop star E-40, San Francisco 49ers players and other influential athletes and musicians. Exclusive E-40 graphic tees will be available for purchase as part of the Levi’s brand’s broader collection of artist tees.
For Levi’s Red Tab members, limited-edition Levi’s 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. For fans outside of the Bay Area, a U.S. nationwide sweepstakes will offer the chance to win a Home Turf prize pack featuring collaborative products and commemorative items from the week's activations.
•Levi’s Heritage and History Celebrated: Located steps from Home Turf at the Levi Strauss & Co. headquarters, the company will unveil a curated display of rare artifacts from its historical museum, The Vault, spotlighting the brand’s deep-rooted connection to sports.
The new exhibit, “Game On! Levi’s and the World of Sports,” will open Friday, Feb. 6, and will further celebrate Levi’s legacy at the intersection of sports, culture and fashion. On display will be iconic pieces. including the Team USA Levi’s velour set worn by a gold medalist in 1984 and the Team Mexico Levi’s suit worn during the 1978 World Cup in Argentina, offering a look at the brand’s role in shaping global sports culture.
“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. “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 connects generations of fans through the unifying and positive power of sport, music and creativity.”
Founded in 1853, Levi Strauss & Co. operates a global footprint of approximately 3,200 retail stores and shop-in-shops.
