Levi’s Sets Pre-Super Bowl Pop-Up

Levi Strauss & Co. (San Francisco) has unveiled plans for 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,” the company said in a news release. The pop-up will take place in the One Montgomery complex in San Francisco’s financial district in the days leading up to Super Bowl LX on Feb. 8.

Levi is being producing the installation in partnership with record label Empire, which plans to move its headquarters into the historic space on Montgomery (which used to be a bank building) in the coming months. The space will feature a range of activations, including:

• Exclusive product collaborations, including a new footwear/apparel partnership with Jordan Brand.
• Unique music performances, starting with a kick-off pep rally featuring local rapper LaRussell.
• A spotlight on design and sustainability via displays and workshops.
• A celebration of Levi’s heritage and history, focusing on display of rare artifacts from the company’s museum spotlighting the brand’s longstanding connection to sports.

“This moment is about more than a game; it’s a cultural cornerstone that brings people together,” said Levi Strauss & Co. President and CEO Michelle Gass. “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.”