Levi's Goes All-In on 'Home Turf' for Super Bowl Blitz

SAN FRANCISCO, CA – January 26, 2026 – As the global sports world turns its eyes to the Bay Area for Super Bowl LX, iconic apparel company Levi Strauss & Co. is rolling out the blue denim carpet. Today, the brand launched “Home Turf,” a sprawling, immersive pop-up experience designed to celebrate its San Francisco roots while making a bold statement about its future. Running through February 7, the event transforms a downtown space at 1 Montgomery into a vibrant hub of sports, fashion, and music, aiming to capture the authentic energy of the city and leverage the international spotlight.

“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., in a statement. “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.”

A Strategic Play for a DTC-First Future

Beyond the celebratory atmosphere, “Home Turf” represents a masterclass in modern experiential marketing and a critical activation for Levi’s evolving business strategy. The event is a physical manifestation of the company's aggressive pivot to a “direct-to-consumer first” model, which prioritizes building direct relationships with customers over traditional wholesale channels.

This strategic shift has been a significant engine for growth. Recent financial reports underscore its success, with the DTC business now accounting for 52% of the company's total global net revenues. With a long-term goal of pushing that figure to 55%, initiatives like “Home Turf” are crucial. By creating a compelling, can't-miss destination, Levi’s aims to drive foot traffic, foster brand loyalty, and encourage sales directly through its own channels, including the pop-up, its website, and its network of Bay Area stores. The pop-up is more than brand advertising; it is a meticulously designed retail environment that integrates exclusive products, member-only perks, and immersive experiences to convert cultural capital into commercial success.

Weaving the Cultural Fabric of the Bay Area

At the heart of the “Home Turf” experience is an authentic commitment to the local culture that has shaped the Levi’s brand for over 150 years. In a significant partnership with San Francisco-based record label EMPIRE, the pop-up will feature an immersive exhibition celebrating 15 years of Bay Area hip-hop, offering a powerful look at the region’s musical legacy.

The music programming is a major highlight, most notably with the inclusion of NPR’s famed Tiny Desk concert series. In a first for the beloved series, the intimate set has been recreated outside of NPR's Washington, D.C. headquarters, and will host live performances from a slate of Bay Area legends and rising stars, including Goapele, P-Lo, Souls of Mischief, and Ruby Ibarra. The week’s events kick off with a high-energy pep rally led by local rapper LaRussell, further grounding the activation in the community’s unique rhythm.

“Few brands can authentically play across so many facets of culture, including sports, in the way Levi’s® consistently does,” noted Kenny Mitchell, chief marketing officer at Levi Strauss & Co. This deep integration with local artists and institutions aims to position Levi's not as a corporate sponsor, but as an integral part of the city's cultural fabric.

Beyond the Hype: Exclusive Collaborations and Activations

To create the necessary buzz to cut through the Super Bowl noise, Levi’s is deploying a series of highly anticipated, limited-edition product collaborations. A centerpiece of this strategy is a partnership with the Jordan Brand, which will bring exclusive sneaker and apparel releases to the “Home Turf” pop-up. Visitors will have access to customization opportunities, including unique embroidered patches and specialty lace locks, allowing them to create one-of-a-kind pieces.

A collaboration with Starter, a brand synonymous with classic sports apparel, will launch a collection of NFL team jackets that blend athletic heritage with contemporary style. These exclusive products, available only at the pop-up and select Bay Area Levi’s stores, are designed to create urgency and drive traffic to the brand's direct retail channels. Further cementing the local connection, appearances by Bay Area icons like rapper E-40 and various 49ers players are scheduled at retail locations, which will also offer exclusive E-40 graphic tees. For its most loyal customers, Levi’s Red Tab® members will have access to limited-edition “Home Turf” Trading Cards, with chances to win prizes ranging from gift cards to the coveted Levi’s x Jordan sneakers.

Stitching Sustainability and Heritage into the Narrative

Reinforcing its brand values beyond commerce and culture, Levi’s is also placing a significant emphasis on sustainability and its own rich history. The “Home Turf” event will host a “Wear Longer Project” panel and workshop, a key part of the company's initiative to empower consumers to extend the life of their garments through repair and reimagination. The panel features influential voices at the intersection of design and culture, including designer Kristin Juszczyk, known for her viral custom NFL creations, and Jason Mayden, chief design and visioneering officer at Jordan Brand. This focus on circularity and conscious consumption is particularly aimed at younger consumers who value sustainability but may lack practical repair skills.

Steps away from the pop-up, at the Levi Strauss & Co. headquarters, the company is unveiling a new exhibit from its historical museum, The Vault. Titled “Game On! Levi’s® and the World of Sports,” the curated display showcases rare artifacts that illustrate the brand's deep-rooted connection to athletics. Iconic pieces, such as a velour tracksuit worn by a Team USA gold medalist in 1984 and a suit worn by Team Mexico during the 1978 World Cup, provide tangible proof of the brand’s long-standing presence in global sports culture. This marriage of forward-looking sustainability and a storied heritage adds a layer of authenticity to the entire “Home Turf” initiative, demonstrating that the brand's values are woven into its very fabric. As the doors to 1 Montgomery open, Levi's is betting that by celebrating its home, it can win over the world.