Today the Levi’s® brand announced Home Turf, an immersive pop-up experience in San Francisco celebrating sports, fashion, music and the authentic energy of the Bay Area — all coinciding with the upcoming Big Game hosted at Levi’s® Stadium on Sunday, February 8.
As global attention turns to the Bay Area in anticipation of one of the biggest sporting events of the year, Levi’s® is using this hometown moment to remind the world of San Francisco’s iconic roots while showcasing how cultural experiences fuel brand growth.
Home Turf represents the Levi’s® brand’s commitment to celebrating its Bay Area roots while creating cultural moments that resonate far beyond the region. Through partnerships with local institutions and homegrown retail partners, the activation honors the communities that have shaped both the brand and the city.
Throughout the week leading up to the game, Levi’s® will also activate a series of fan-first experiences across the Bay Area that underscore the company’s brand-led, direct-to-consumer first strategies and meet fans at the center of culture.
“This moment is about more than a game; it’s a cultural cornerstone that brings people together,” said Michelle Gass, Levi Strauss & Co. CEO. “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.”
“Few brands can authentically play across so many facets of culture, including sports, in the way Levi’s® consistently does,” added Kenny Mitchell, chief marketing officer. “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.”
Read on to see how the brand is showing up heading into the Big Game at Levi’s® Stadium.
One Montgomery Activations
Home Turf is a multi-day pop-up at One Montgomery in San Francisco’s financial district, produced in partnership with Empire Records. The pop-up will run from Thursday, February 5 through Saturday, February 7, and feature a range of activations, including:
- Exclusive Product Collaborations
The Levi’s® brand partnered with Jordan Brand on limited sneaker and apparel releases, available at the Home Turf pop-up along with exclusive customization options such as embroidered patches and lace locks. Also available will be product from a collaboration with Starter, which launches February 2 at select Bay Area Levi’s® retail locations, including our Market Street and Valley Fair stores. These collaborations reflect the Levi’s® brand’s commitment to blending sports and fashion while celebrating Bay Area creativity.
- Unique Music Performances
Music takes center stage throughout the week, with performances highlighting Bay Area sounds and artists. The week opens with an evening pep rally on Thursday, February 5, featuring performances by Bay Area rapper LaRussel, DJ D-Sharp and a marching band. In partnership with NPR, the pop-up will host Tiny Desk performances from Goapele, P-Lo, Souls of Mischief and Ruby Ibarra on Friday, February 6, marking the first time the beloved concert series recreates its iconic performances outside of NPR’s Washington, D.C. headquarters. The Home Turf pop-up also features an Empire Records music exhibition celebrating 15 years of Bay Area hip-hop culture, giving visitors an immersive look at the region’s musical legacy and its impact on global culture. - Design and Sustainability Spotlight
There will be a curated series of conversations, displays and hands-on workshops that bring the meaning and longevity of Levi’s® clothing to life throughout the Home Turf pop-up. On Saturday, February 7, the company 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 panel 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. - 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, February 6, and will further celebrate the Levi’s® brand’s legacy at the intersection of sports, culture and fashion. On display will be iconic pieces including the Team USA Levi’s® velour set as worn by Olympic gold medalist Mary Lou Retton in 1984 and the Team Mexico Levi’s® suit worn during the 1978 World Cup in Argentina, offering a powerful look at the brand’s role in shaping global sports culture.
Levi’s® Bay Area Stores as Cultural Hubs
In addition to the Home Turf pop-up, the Levi’s® brand will also host several activations at local Levi’s® stores and Bay Area venues, including:
- Levi’s® Store Events and Prizes
Throughout the week, select Bay Area Levi’s® stores will host appearances by prominent local partners like E-40, 49er players and other influential athletes and music artists, creating special moments for fans and reinforcing the brand’s connection to local communities. Exclusive E-40 graphic tees will be available for purchase as part of the Levi’s® brand’s broader collection of artist tees. Levi’s® Red Tab® members can also find limited-edition Levi’s® Home Turf Trading Cards at select Bay Area Levi’s® retail stores, available with select prize packs offering items such as exclusive access to Home Turf events, Levi’s® x Jordan sneakers and Levi’s® gift cards. - Big Time Vintage Pop-Up
On Wednesday, February 4, San Francisco vintage retailer Big Time Vintage will host a special takeover at their store featuring curated vintage Levi’s® product and throwback 49ers merchandise, celebrating the nostalgia and heritage that defines Bay Area fan culture. - Nationwide Involvement
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.
For more information about Levi’s® Home Turf programming and product releases, visit levi.com. Follow @Levis and @Levistraussco on Instagram and Levi Strauss & Co. on LinkedIn for live updates and exclusive content throughout the week leading up to the Big Game.
