From the Backyard to the Big Game: LaRussell to Headline Levi’s® Super Bowl LX Experience
Levi’s celebrates its Bay Area roots with "Home Turf," an immersive pop-up at 1 Montgomery during Super Bowl LX week. Featuring live Tiny Desk sets by P-Lo and Goapele, plus a pep rally with LaRussell, the event honors local culture before the Patriots and Seahawks face off on February 8.
This February, LaRussell's backyard is getting a bit bigger.
On Monday, January 26, 2026, Levi's shared its plan for Home Turf, an immersive pop-up experience celebrating Bay Area culture during the week of Super Bowl LX. Throughout the week, Levi’s will host a series of activations across the Bay Area that celebrate the region's rich history in sports, fashion, music, and beyond. At the heart of the celebration is a multi-day pop-up in San Francisco’s financial district featuring appearances by local partners like E-40 at local stores, curated conversations, displays and hands-on workshops, and a series of limited-edition collaborations.
To punctuate its celebration of the Bay Area, Levi's Home Turf will host live Tiny Desk performances from Goapele, P-Lo, Souls of Mischief and Ruby Ibarra in partnership with NPR. In addition, Vallejo's own LaRussell will host a pep rally to kick off the celebration.
“Few brands can authentically play across so many facets of culture, including sports, in the way Levi’s® consistently does,” Levi Strauss & Co. Chief Marketing Officer Kenny Mitchell said. “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’ that connects generations of fans through the unifying and positive power of sport, music and creativity.”
Home Turf sets the stage for the centerpiece of the week — Super Bowl LX. On Sunday, February 8, 2026, the New England Patriots and Seattle Seahawks will compete for football's biggest prize, the Lombardi Trophy. GRAMMY Award-winning musician Bad Bunny will headline the Apple Music Super Bowl LX Halftime Show. The Big Game begins at 6:30 p.m. EST on NBC.
