Super Bowl LX is coming to Levi’s backyard, putting the brand on a global stage. To mark the moment, Levi’s is rolling out immersive pop-up experiences and exclusive product drops.
From Feb. 5-7, the brand will host Levi’s Home Turf, an activation celebrating Bay Area culture through collaborative product drops, live music performances, retail experiences, and customization opportunities.
The activation, located in San Francisco’s financial district, takes place ahead of Super Bowl LX on Feb. 8 at Levi’s Stadium in Santa Clara, Calif.
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Events kick off Thursday with a pep rally featuring performances by Bay Area rapper LaRussell and a marching band. On Friday, NPR is bringing the Tiny Desk Experience, sponsored by Levi’s, with Goapele, P-Lo, Souls of Mischief, and Ruby Ibarra. The Levi’s Home Turf experience will also feature an exhibition on local record label Empire celebrating their 15th anniversary.
On Feb. 4, San Francisco vintage retailer Big Time Vintage will host a special store takeover featuring curated vintage Levi’s products and throwback San Francisco 49ers merchandise. Levi’s latest collection with Jordan Brand as well as a collection of NFL team jackets with Starter will be available at the popup.
Levi’s Home Turf will also spotlight the brand’s commitment to denim customizability. Visitors can personalize Levi’s pieces with patches and chainstitching, or book one-on-one customization sessions with design consultants offering laser treatments, rhinestones, and screen printing.
The activation will also host a Wear Longer workshop, featuring a panel of Bay Area artists exploring the intersection of longevity, creativity, and local customization culture. Earlier this month, Levi’s launched Wear Longer, a national initiative developed in partnership with Discovery Education, designed to equip students with practical clothing repair and customization skills.
Levi’s stores will get in on the fun. Select Bay Area retail locations will offer Tailor Shop services, including team-color button swaps, chainstitch embroidery, splatter paint with stencils, foil treatments, and other options for creating one-of-a-kind fan gear. Select stores will also host appearances by rapper E-40 and other athletes and music artists throughout the week.
Though music continues play a large role in Levi’s storytelling, this year the brand said it is shifting gears with activations that celebrate athletes and moments that define competition. In addition to the Super Bowl, Levi’s Stadium will host the World Cup from June to July.
Abercrombie, which became the National Football League’s first “Official Fashion Partner of the NFL” last year, also plans to activate at the game. There will be an Abercrombie store experience within the NFL Shop Presented by Visa in San Fransisco and a an invite-only fashion presentation.
