Levi’s Stadium & Super Bowl 50
In 2014, we catapulted the Levi's brand into the limelight by securing Levi's largest marketing endeavor to date with the launch of Levi’s Stadium - a groundbreaking 20-year commitment and $220 million investment. The launch included a media blitz, Levi's branding saturating every nook of the stadium, a dedicated shop-in-shop within the 49ers fan store, a NFL collection launch, strategic athlete and player collaborations, dressing all stadium employees (including custom 501’s for Sourdough Sam and the Gold Rush Girls), engaging activations for employees and fans alike, and impactful community programs.
Additional Program Highlights
Our partnership with the 49ers provided the perfect stage for the introduction of the new 541 Athletic fit in 2014. Fronted by All-Pro tight end Vernon Davis and later featuring the likes of All-Pro George Kittle, this campaign showcased our commitment to fit innovation and style.
In 2016 Levi’s Stadium was the host of Super Bowl 50 and again Levi's took center stage. As a founding partner of the Bay Area Super Bowl Host Committee, we curated a premium experience with a modular retail pop-up, allowing fans to immerse themselves in the exclusive Levi’s® Super Bowl Collection, and enjoy a 2nd floor chill-out lounge with breathtaking views of Super Bowl City.
To further drive engagement during Super Bowl 50, our naming rights partnership with Live Nation elevated the Super Bowl experience, featuring free concerts headlined by iconic artists including Alicia Keys and OneRepublic. We upped the ante with an athlete VIP seeding suite at the penthouse in the Battery, creating an exclusive haven for VIPs to get fitted in Levi’s. To cap it off, our Road to Super Bowl 50 sweepstakes helped drive loyalty acquisition, adding an extra layer of excitement to the journey toward the grand event.
Objectives
Enhance Levi’s visibility and drive association with consumer passion points of sports and music
Results
$52M stadium media value in first 2 years
Hosted top executives from key Wholesale accounts driving deeper relationships
541 was the fastest growing fit in the portfolio, reaching 1M units in record time