Turf Day

Levi Strauss & Co.
April 22, 2014

“Watching grass grow” isn’t as boring as you might think. I mean, look at that guy above. He seems pretty stoked.

He should be. That’s James Curleigh, better known around here as “JC.” He’s president of the Levi’s® brand. And this is him yesterday at Levi’s® Stadium.

Most of the time, JC spends his time making sure the Levi’s® team is on top of its game—bringing you the best jeans, tops and accessories from the brand that invented the blue jean. That’s a tall order.

But given the brand’s sponsorship of the San Francisco 49ers’ new home turf, yesterday seemed like a great day for a field trip to see the new green grass of Levi’s Stadium.

The new Bandera Bermuda turf was grown by West Coast Turf in Livingston, Calif. The 49ers say it has “good tensile strength” and because it stays together when a player plants his cleat, you’ll have fewer players falling.

And here’s something to consider on this Earth Day: According to the 49ers, this turf is better for the environment, requiring up to 50 percent less water than the average turf variety in the Bay Area. Given California’s current drought situation, this is welcome news.

Check out the 49ers Instagram video below—and watch the grass grow at Levi’s® Stadium. It seems appropriate, given the day.

Main image credit: Terrell Lloyd