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.

FEB 5-7 2006 | Montgomery Street, San Francisco.

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.

Unique Music Performances: At Home Turf, Levi’s® will amplify its deep connection with music through a lineup that spotlights Bay Area artists and sounds. The experience kicks off with a high-energy pep rally featuring local rapper LaRussell and a marching band, setting the tone for a week rooted in rhythm, community and culture. In partnership with NPR, Home Turf will host live Tiny Desk performances from Goapele, P-Lo, Souls of Mischief and Ruby Ibarra, marking the first time the iconic concert series recreates its beloved set outside of NPR’s headquarters. Rounding out the experience, an immersive EMPIRE exhibition celebrating 15 years of Bay Area hip-hop, offering visitors a powerful look at the region’s musical legacy and its lasting influence on global culture.

Levi’s® Bay Area Stores as Cultural Hubs: Throughout the week, select Bay Area Levi’s® stores will host appearances by prominent local partners like E-40, 49er players and other influential athletes and musicians, creating special moments for fans and reinforcing the brand’s connection to local communities. Exclusive E-40 graphic tees will be available for purchase as part of the Levi’s® brand’s broader collection of artist tees. For Levi’s® Red Tab® members, limited-edition Levi’s® Home Turf Trading Cards will be available, with select prize packs offering exclusive access to Home Turf events, Levi’s® x Jordan sneakers or Levi’s® gift cards. For fans outside of the Bay Area, a U.S. nationwide sweepstakes will offer the chance to win a Home Turf prize pack featuring collaborative products and commemorative items from the week’s activations.

“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.”

“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.”