Feb 21, 2017 | By Lourdes Linares
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As official partners of San Francisco 49ers, Levi’s continue their collaboration with the American football team with their latest project Field of Jeans.
In 2013, San Francisco 49ers announced the teams new home in Santa Clara, California would be named Levi’s Stadium following a $220.3 million naming-rights deal negotiated with fellow San Fran pillar Levi’s Strauss, the Niners and the city of Santa Clara. As ambassadors of the city, Levi’s have been keen to collaborate with the team and sports community, kitting the fans out in official varsity jackets and most recently bringing them together together for a project called “Field of Jeans” to promote recycling. On November 2nd, the brand invited Bay Area fans to join them in transforming the green pitch blue and cover the field in all shades of denim. Using some 18,850 pairs of jeans, collected over a two week period, the project was hosted to highlight Levi’s focus on reducing textile waste and continued drive towards sustainability. Read more on Goodwill and Levi’s “Field of Jeans” drive here.
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