Go Forth. Go Niners.

Levi Strauss & Co.
May 10, 2013

Now, it’s official.

The new home of the San Francisco 49ers will be Levi’s® Stadium.

The Santa Clara Stadium Authority unanimously approved the proposal last night, and we here at Levi Strauss & Co. and the Levi’s® brand couldn’t be more excited.

When we announced our plans to employees this week, they were thrilled. (See for yourself in the video below.) I think that’s because they understand the natural connection between these two iconic, Bay Area brands,

You see, 140 years ago, Levi Strauss & Co. invented the blue jean to meet the needs of the hard working people building the West. People like miners. And everyone knows the 49ers football team was named after the miners who dug for gold, bringing prosperity to many and to California, as well.

Today, the 49ers are a highly successful NFL football team. And Levi’s® is known the world over for its classic American style and effortless cool.

Of course, there’s no doubt what fans wear to a football game: blue jeans. Same goes for concerts and other events, which the new Levi’s® Stadium will also host. Perhaps even a Super Bowl?

The new Levi’s® Stadium will be one of the most sustainable structures of its kind in the world. It will feature photovoltaic panels, a green roof, water-conserving plumbing fixtures and recycled materials. That aligns well with our own commitment to sustainability, like our Water<Less™ jeans, made using significantly less water. And our Waste<Less™ jeans, made partly from recycled plastic bottles and trays.

I’m so looking forward to the first 49ers game in Levi’s® Stadium next year. I’ll be there, sporting my Levi’s® and cheering the Niners on to victory.

Go Forth. Go Niners.