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Levi’s® Launches Immersive Pop-up Celebrating Bay Area Culture, Style and Community

businesswire.com
LEVI The article highlights Levi's launching an immersive pop-up in San Francisco to celebrate Bay Area culture and style, coinciding with a major sporting event. This initiative is presented as a way to fuel brand growth and connect with consumers, underscoring the company's commitment to its roots and cultural relevance.

SAN FRANCISCO--( BUSINESS WIRE)--Levi’s® today announced Home Turf, an immersive pop-up experience in San Francisco that celebrates sports, fashion, music and the authentic energy of the Bay Area, all coinciding with Levi’s® Stadium hosting the Big Game. As global attention turns to the Bay Area, Levi’s® is leveraging this hometown moment to remind the world of San Francisco’s iconic roots while showcasing how cultural experiences fuel brand growth.

As global attention turns to the Bay Area, Levi’s® is leveraging this hometown moment to remind the world of San Francisco’s iconic roots while showcasing how cultural experiences fuel brand growth.

“This moment is about more than a game; it’s a cultural cornerstone that brings people together,” said Michelle Gass, president and chief executive officer 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.”

“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.”

Throughout the week, Levi’s® will activate a series of fan-first experiences across the Bay Area that underscore the company’s strategy of being brand-led and pivoting into a direct-to-consumer first retailer. The centerpiece 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, featuring a range of activations including:

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 like EMPIRE and homegrown retail partners, the activation honors the communities that have shaped both the brand and the city.

For more information about consumer-facing activations and experiences, visit levi.com/US/en_US/features/hometurf. Follow @Levis @Levistraussco on social for live updates and exclusive content throughout Big Game week.

About Levi Strauss & Co.

Levi Strauss & Co. (LS&Co.) is one of the world's largest brand-name apparel companies and a global leader in jeanswear. The company designs and markets jeans, casual wear and related accessories for men, women and children under the Levi's®, Levi Strauss Signature™ and Beyond Yoga® brands. Its products are sold in approximately 120 countries worldwide through a combination of chain retailers, department stores, online sites, and a global footprint of approximately 3,200 retail stores and shop-in-hops. Levi Strauss & Co.'s reported 2024 net revenues were $6.4 billion. For more information, go to http://levistrauss.com, and for financial news and announcements go to http://investors.levistrauss.com.

About the Levi’s® brand

The Levi’s® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi’s® jeans have become one of the most recognizable garments of clothing in the world—capturing the imagination and loyalty of people for generations. Today, the Levi’s® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our range of leading denim and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style. For more information about the Levi’s® brand, its products and stores, please visit levi.com.