Levi Strauss & Co.

Field of Jeans

Levi Strauss & Co. is an iconic American company that has called San Francisco home since it began making denim jeans in 1873. And to further solidify its role in the community, the company secured a 20-year naming-rights agreement – Levi’s® Stadium – with the NFL’s San Francisco 49ers.

This relationship has earned Levi’s® Stadium the nickname “Field of Jeans” after the classic film “Field of Dreams.” So Levi’s® came up with a way to embrace this nickname, benefit the community and highlight the durability of its denim. On a November day, the company topped 1.85 million square feet of playing field with nearly 20,000 pairs of jeans. The denim, donated by the community and 49ers fans over two weeks to the nonprofit Goodwill, blanketed almost the entire field – leaving only a swath of turf forming the universal recycling symbol.

The event garnered extensive media coverage – including outlets such as Sports Illustrated, Bloomberg and Mashable – and brought to life Levi’s® brand promise of jeans that are made for the long haul. In addition to the sale of these donations raising funds for Goodwill, the recycling effort benefited the planet, reducing waste, water and landfill mass. Plus, a time-lapse video of the activation went viral and capped a campaign that kept 12-plus tons of clothing out of landfills and funded Goodwill’s job-training programs.

Areas of Expertise