Why This Moment Mattered
Super Bowl LX brought the global spotlight to the Bay Area, giving Levi’s® a rare opportunity to show up authentically in its own backyard. With millions of fans, media, and visitors moving through San Francisco during the week, Levi’s® retail stores became natural gathering points to connect sport, style, and culture.
The “Home Turf” platform allowed Levi’s® to celebrate its Bay Area roots while inviting fans into an immersive retail experience that blended football culture with the brand’s heritage of craftsmanship and self-expression.
The Brief
Levi’s® set out to bring the Home Turf campaign to life across key Bay Area retail locations during Super Bowl week. The goal was to translate a major cultural moment into immersive in-store experiences that connected football, fashion, and local creativity.
Moment was tasked with designing and executing a tiered retail activation anchored by a full buildout at the Market Street store and scaled experiences across additional Bay Area locations. Each environment needed to deliver high-impact storytelling, showcase exclusive product, and create opportunities for fans to customize and engage with the brand.
Objectives
· Create a compelling retail experience that positioned Levi’s® as the hometown brand during Super Bowl week
· Drive store traffic, engagement, and product discovery during one of the year’s biggest cultural moments
· Celebrate Bay Area culture through local artist collaborations and community-driven storytelling
· Offer guests a hands-on customization experience that transformed Levi’s® product into personal fan gear
· Create memorable in-store moments that encouraged social sharing and press attention
Our Strategy
We built the experience around the idea of Home Turf, transforming Levi’s® retail stores into cultural hubs where sport, fashion, and local creativity collided.
Our approach combined immersive store environments with live customization and artist collaborations, ensuring each location felt rooted in the Bay Area while maintaining a unified campaign narrative.
The flagship Market Street takeover served as the hero moment, supported by scaled activations across Valley Fair, Bay Street, Stanford, and Levi’s® Plaza. Together, the locations formed a connected retail ecosystem that extended the Home Turf story across the region during Super Bowl week.
Key Elements
· Tiered retail buildouts across five Bay Area Levi’s® stores, anchored by a full Home Turf takeover at Market Street
· Starter jackets featured as hero products and the centerpiece of window displays, signaling football culture and drawing guests into the retail experience
· Live customization experiences featuring screen printing, paint splatter, laser detailing, and artist-driven design
· Local artist appearances bringing Bay Area culture directly into the retail environment
· A Levi’s® Airstream mobile tailor shop offering customization and product moments outside the store
· Partnership with Big Time Vintage, featuring curated vintage football apparel and accessories
· Vintage football-inspired decor vignettes that created immersive storytelling moments throughout the space
· Premium Home Turf gift-with-purchase tote bags that extended the experience beyond the store
What Made This Collaboration Unique
This activation worked because it blended heritage and culture with retail storytelling in a way that felt authentic to both Levi’s® and the Bay Area.
By partnering with local artists and vintage curators like Big Time Vintage, the experience celebrated football fandom through the lens of fashion, creativity, and community. Vintage football pieces and customization stations transformed the retail space into something closer to a cultural clubhouse than a traditional store.
The result was an experience that balanced commerce with culture. Fans didn’t just shop during Super Bowl week. They stepped into Levi’s® Home Turf and became part of the story.
