• by Sarah Mahoney , 7 hours ago

After more than two decades off the Super Bowl stage, Levi Strauss & Co. is returning to the Big Game. The denim giant revealed the move during its latest earnings call, positioning the high-profile ad buy as the next phase in a broader brand turnaround.

Levi’s reported a 7% sales increase for the quarter, reinforcing its shift toward a direct-to-consumer, head-to-toe denim lifestyle strategy. According to the company, Levi’s already commands more market share than its next two competitors combined, and continues to build that lead with gains across both women’s and men’s categories.

The Super Bowl return also comes with a hometown twist. With this year’s game set for Levi’s Stadium in Santa Clara, the company outlined a week-long slate of San Francisco–area activations designed to turn the event into a full-scale brand moment, not just a 30-second ad.

On the earnings call, CEO Michelle Gass said the Super Bowl spot will kick off Levi’s newest global marketing campaign. She said the quarter’s results show “how we’re amplifying the power of the Levi’s brand through an innovative and fresh product pipeline and culturally relevant marketing,” adding that the company is becoming “a more consumer-focused, DTC-centric lifestyle company,” driving faster growth and higher profitability.

Direct-to-consumer sales grew 11% during the quarter and now account for roughly half of Levi’s business. Overall revenues reached $1.8 billion, a gain of 1% on a reported basis and 5% on an organic basis. Gass also said recent price increases, implemented to offset tariffs, have not dulled demand.

While she offered few details about the Super Bowl creative, Gass said the ad marks the launch of a campaign that will run through 2026 and extend across major global moments, including FIFA World Cup matches scheduled to be held at Levi’s Stadium in 2026.

Separately, the company unveiled its “Home Turf” program tied to the Super Bowl. “Few brands can authentically play across so many facets of culture, including sports, in the way Levi’s consistently does,” said Kenny Mitchell, CMO, in the announcement. “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.”

Brand collaborations include pop-ups showcasing Levi’s sneaker and apparel partnership with Jordan Brand, released earlier this month, as well as NFL team jackets created with Starter. Musical performances will spotlight Bay Area artists, including a pep rally featuring local rapper LaRussell and a marching band.

In partnership with NPR, Levi’s will also host live Tiny Desk performances from Goapele, P-Lo, Souls of Mischief and Ruby Ibarra, marking the first time the iconic concert series has recreated its set outside of NPR’s headquarters.

The company is also turning its San Francisco stores into temporary “cultural hubs,” with appearances by 49ers players and musicians scheduled throughout the week.