Levi’s® Stays in the Center of Culture in February

Levi Strauss & Co.
February 1, 2019

February marks an especially busy time for the Levi’s® brand. From the biggest U.S. sporting event of the year to music’s biggest night – Levi’s® will be at the center of it all. Here’s a preview of what’s happening this month.

Super Bowl LIII: The game itself is only part of the festivities, as we know from when Levi’s® Stadium hosted Super Bowl 50 in 2016. This year, the brand has been pre-gaming via a pop-up tailor shop at the NFL Experience in Atlanta that’s been up since last week. And last night, the brand sponsored the 5th Annual Culinary Kickoff –  a charity event hosted by celebrity chefs Michael Mina and Charlie Palmer benefitting the Culinary Institute of America’s Culinary Kickoff Scholarship Fund. Influencers and celebrities, including plenty of current and former NFL players, were outfitted with a Levi’s® apron and tote and the chefs donned custom Levi’s® chef coats.

Professional Bull Riders Global Cup: Levi’s® is sponsoring the event in Arlington, Texas on February 9 and 10. While the event format varies year to year, teams of riders from Australia, Brazil, Canada, Mexico and the U.S. compete to be the “toughest nation on dirt.” And there will be plenty of Levi’s® on-hand to help them do it. Can the host nation, the U.S. win back the title? Or will 2018 champion Brazil repeat?

The GRAMMY Awards: The biggest names in music will be in Los Angeles on February 10 for the 61st Annual GRAMMY Awards. You will be able to find the Levi’s® Haus of Strauss team at Universal Music’s Grammys Weekend hitting all the right notes. This includes seeding the record label’s talent with Levi’s® Authorized Vintage Truckers – in past years artists like Sam Smith, The Weeknd, Halsey and Taylor Swift have all attended.

NBA All-Star Weekend: Those in Charlotte, North Carolina for the game will be able to get customized Levi’s® NBA gear all weekend long at NBA Crossover (events and entertainment surrounding the game). A special pop-up event on February 15 at Heist Brewery will feature the Don C and New Era collaborations and offer private influencer fittings.