Dive Brief:
- Levi’s announced it will launch an immersive pop-up experience in San Francisco from Thursday to Saturday, celebrating the Bay Area’s music, fashion and sports connections as it welcomes this year’s Super Bowl game on Sunday to Levi’s Stadium in Santa Clara.
- Headquartered at the historic 1 Montgomery building in San Francisco’s financial district, the Levi’s Home Turf pop-up will feature brand activations consisting of live music, exclusive sneaker collaborations with Jordan Brand, and workshops and panel discussions around the company’s Wear Longer Project. The pop-up is a joint effort between Levi’s and local record label Empire, which owns the Montgomery space.
- Select local Levi’s retail partners will host events featuring Bay Area musicians and athletes, including members of the San Francisco 49ers football team and rapper E-40. And for the first time outside its own studios, NPR will broadcast live Tiny Desk music performances at the Home Turf location.
Dive Insight:
Levi’s is using Super Bowl week to showcase San Francisco in an effort to promote the city as a thriving cultural center.
“This moment is about more than a game; it’s a cultural cornerstone that brings people together,” Michelle Gass, president and chief executive officer of Levi Strauss & Co., said 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. 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.”
Beginning Monday, select Bay Area Levi’s stores became home to a Starter collaboration of NFL team jackets, with additional collaborative releases to debut throughout this week.
The brand has been leaning into collaborations with celebrities and other retailers in recent years. The company featured an extensive marketing campaign in 2024 with Beyoncé and partnered with Nike on a limited collection of footwear and apparel last summer. Levi’s and Urban Outfitters partnered last August with the denim brand being featured at the retailer’s On Rotation in-store installation.
In its most recent quarter, Levi’s reported Q4 revenues increased 1% year over year to $1.8 billion, while revenue in the U.S. dropped 7%. DTC revenue grew 8%, while wholesale dropped 5%. Net income also fell 11% from the year-ago period to $160 million. Looking ahead, the retailer expects revenue growth between 5% and 6% for fiscal 2026.
