Les Green Levi’s Levi’s Turned Its Super Bowl Return Into A Bay Area Cultural Moment With ‘Home Turf’

Levi’s returned to the Super Bowl after a 20-year hiatus and this time, it’s personal. With the Big Game landing at Levi’s Stadium, the brand is leaning hard into its Bay Area roots and turning its name on the building into a full-on cultural flex. Less flash-for-the-sake-of-it, more hometown pride with something to say.

At the center of the strategy is Les Green, Levi’s Head of Marketing, Sports, Music and Collaborations. With a resume that includes senior leadership roles at Nike and SLAM, Green has spent more than two decades at the intersection of culture and commerce. He says the brand’s Big Game comeback is much more than just an ad buy.

“Having our name on Levi’s Stadium is an incredible foundation to be in the cultural conversation, but that’s just the starting point, not the destination. A name on a sign is valuable, but it’s not our marketing end goal. This is about taking that recognition and giving it real definition and purpose,” says Green. That purpose is taking shape through Home Turf, an activation that’s serving as the operating hub for Levi’s entire Super Bowl effort. Instead of a traditional game-based message, the brand opted for an immersive pop-up experience at the historic One Montgomery Tower. The weeklong activation is playing host to events like NPR’s Tiny Desk concerts and high-profile guest appearances in a celebration of the Bay Area’s music, fashion, and sports connections.

• Home field advantage: Green says the approach allows Levi’s to connect with audiences on a deeper, more resonant level than a purely sports-focused campaign. “The Bay Area is our home turf, literally and figuratively,” he says. “By spotlighting Bay Area culture, we’re showing how Levi’s remains deeply embedded in the cultural fabric that defines San Francisco.”

• Authenticity check: Playing at the intersection of sports, music, and fashion is a high-wire act. Misjudge the balance, and a brand risks looking opportunistic. Green says Levi’s relies on a clear internal filter to make sure every activation is authentic and will resonate with tuned-in consumers. “The core question is always the same. Does this genuinely feel like Levi’s, and does it truly connect with the people we’re aiming to reach? If that genuine cultural connection is the starting point, we know we’re building something truly earned and authentic.”

That same discipline is what keeps an expansive campaign with high-profile partners like Jordan Brand, Starter, and EMPIRE from feeling fragmented. By rooting every decision in a single, unifying idea, Levi’s works to make sure every part of the activation serves the master plan. “Every partnership is chosen with intention to add a distinct voice to the narrative,” Green explains. “They are all unique threads, carefully woven together to tell one comprehensive story.”

He says a focus on the long game informs how the brand defines success. The investment will be measured against brand-building goals that go beyond a simple return on ad spend. “While we track traditional KPIs, what’s equally vital are the shifts in how people feel about Levi’s. This entire moment is designed to be a powerful springboard that accelerates our brand heat, cultural relevance, and long-term equity.”

• Built to last: One messaging element that serves the long-term outlook is sustainability, a value that’s core to Levi’s brand identity and the products the company makes. “We’ve made sure to weave the ‘wear longer’ idea throughout our presence, really highlighting how our product’s longevity and craftsmanship are central to creating a more sustainable future.”

• Direct to fans: The philosophy is also fueling Levi’s direct-to-consumer effort, which is a growing push for the brand. “A DTC-first mindset is about creating meaningful, one-to-one relationships with our fans,” Green shares. “Activations like Home Turf and the connection to our Bay Area stores are how we create those authentic, impactful moments that turn one-time shoppers into lifelong Levi’s fans.”

Green says Levi’s Super Bowl moment is a key milestone within a much larger strategy around sports and culture, a clear signal of the brand’s commitment to an ongoing presence. The next act in this ongoing play? The upcoming World Cup matches Levi’s Stadium will host. “We see these kinds of events as fantastic opportunities to keep our brand active, show up where our fans are, and deepen our connection to global culture through the power of sports,” Green says. “The goal isn’t just to be seen. It’s to activate with action and content that defines and enriches your brand’s narrative.”