Levi’s® Introduces Home Turf Pop-Up Experience in San Francisco
Levi’s® announced the launch of Home Turf, an immersive pop-up experience in San Francisco celebrating sports, fashion, music and the authentic cultural energy of the Bay Area, timed to coincide with Levi’s® Stadium hosting the Big Game and drawing global attention to the region.
Celebrating Bay Area Roots on a Global Stage
By activating its hometown during one of the world’s biggest sporting moments, Levi’s® is highlighting San Francisco’s iconic creative heritage while demonstrating how culture-driven experiences fuel long-term brand growth.
Leadership Perspective on Culture and Community
Michelle Gass, President and Chief Executive Officer of Levi Strauss & Co., emphasized that the moment extends beyond sport, describing it as a cultural gathering point where music, fashion and community intersect, reinforcing San Francisco’s legacy as a global hub of creativity and self-expression.
Levi’s® at the Center of Sport and Culture
Kenny Mitchell, Chief Marketing Officer of Levi Strauss & Co., highlighted Levi’s® unique ability to authentically connect sports, music and creativity, noting that the naming rights to Levi’s® Stadium provide a powerful platform to unite generations through shared cultural experiences.
Fan-First Activations Across the Bay Area
Throughout the week, Levi’s® will deliver a series of fan-first activations across the Bay Area, reinforcing its brand-led and direct-to-consumer strategy, with the centerpiece being a multi-day pop-up at 1 Montgomery in San Francisco’s financial district produced in partnership with local record label EMPIRE.
Exclusive Product Collaborations
The Home Turf pop-up will feature limited-edition collaborations blending sport, style and Bay Area culture, including a Levi’s® x Jordan Brand partnership offering exclusive sneakers and apparel with customization options, a Levi’s® x Starter collaboration launching NFL team jackets at select Bay Area stores on February 2, and additional exclusive releases available only at the pop-up and local Levi’s® locations.
Music Takes Center Stage
Levi’s® will spotlight its deep music roots with performances by Bay Area artists, beginning with a pep rally featuring local rapper LaRussell and a marching band, followed by live NPR Tiny Desk performances from Goapele, P-Lo, Souls of Mischief and Ruby Ibarra, marking the first time the iconic series is recreated outside NPR headquarters, alongside an immersive EMPIRE exhibition celebrating 15 years of Bay Area hip-hop.
Design, Sustainability and Wear Longer Workshops
Home Turf will host curated conversations, displays and hands-on workshops exploring design, sustainability and longevity in fashion, including a Wear Longer Project panel on February 7 featuring Kristin Juszczyk, Jason Mayden and Paul Dillinger, encouraging the community to rethink repair, refresh and reimagine garments for extended life.
Levi’s® Stores as Cultural Gathering Spaces
Select Bay Area Levi’s® stores will serve as cultural hubs with appearances by local icons including E-40, San Francisco 49ers players and other athletes and musicians, offering exclusive E-40 graphic tees, limited-edition Home Turf Trading Cards for Red Tab® members and prize packs unlocking access to special events, products and experiences.
Engaging Fans Beyond the Bay Area
For fans nationwide, Levi’s® will host a U.S. sweepstakes offering Home Turf prize packs featuring collaborative products and commemorative items tied to the week’s activations.
Showcasing Levi’s® Heritage and Sports Legacy
Steps from the Home Turf pop-up at Levi Strauss & Co. headquarters, the brand will unveil “Game On! Levi’s® and the World of Sports,” a curated exhibition from The Vault featuring rare artifacts that highlight Levi’s® long-standing influence at the intersection of sports, fashion and culture.
Honoring Community Through Cultural Partnerships
Home Turf underscores Levi’s® commitment to celebrating its Bay Area roots through partnerships with local institutions like EMPIRE, honoring the communities that have shaped both the brand and the city while creating cultural moments with global resonance.
About Levi Strauss & Co.
Levi Strauss & Co. is one of the world’s largest apparel companies and a global leader in jeanswear, designing and marketing apparel and accessories under the Levi’s®, Levi Strauss Signature™ and Beyond Yoga® brands across approximately 120 countries.
About the Levi’s® Brand
The Levi’s® brand represents classic American style and innovation, with a legacy dating back to 1873 and a global presence in more than 110 countries, empowering individuals worldwide to express their personal style through denim and lifestyle apparel.
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