Business
Levi’s® Launches Immersive Pop-up Celebrating Bay Area Culture, Style and Community
SAN FRANCISCO, January 26, 2026--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.
About this update from Levi Strauss & Co
[{"type":"text","content":"As Levi’s® Stadium hosts the Big Game, Levi’s® proudly celebrates its hometown roots through unique product collaborations, live music, community programming and more.","length":167,"tagName":"p","attribs":{}},{"type":"text","content":"SAN FRANCISCO, January 26, 2026--(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.","length":470,"tagName":"p"},{"type":"text","content":""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."","length":563,"tagName":"p"},{"type":"text","content":""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."","length":479,"tagName":"p"},{"type":"text","content":"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:","length":416,"tagName":"p"},{"type":...