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49ers, Levi’s Hold Pep Rally

Posted May 8, 2013

The 49ers and Levi's held a pep rally at Levi's headquarters on Wednesday.

The San Francisco 49ers along with Levi Strauss & Co. held an afternoon pep rally on Wednesday to accentuate a big day for two iconic Bay Area brands.

Hours after it was announced that Levi’s® will present the Santa Clara Stadium Authority a proposal for a 20-year, $220 million naming rights agreement for “Levi’s® Stadium,” notable 49ers representatives made an appearance at Levi’s headquarters in San Francisco to help celebrate the big news.

With the proposal, the 49ers would make the clothing company an official sponsor of the 49ers, plus feature premium signage inside and outside of the team’s new stadium, set to open in 2014.

Following a morning press conference with 49ers CEO Jed York, Levi’s CEO Chip Bergh and Santa Clara and San Francisco mayors Jamie Matthews and Ed Lee, the historic day continued with an energetic pep rally featuring 49ers and Levi’s employees as the audience.

San Francisco’s team leaders, Patrick Willis, Frank Gore, Vernon Davis, Justin Smith and Colin Kaepernick took the stage at Levi’s Plaza and threw out footballs into a crowd of Levi’s employees. They all wore new Levi's jeans. Smith wore his with light brown cowboy boots, too.
“Anytime we can be in front of the 49ers fans, it’s truly an honor, truly a blessing,” Willis, a six-time Pro Bowl linebacker said. “These guys always bring a lot of noise.”

Games are one thing, but public appearances truly let the players know what kind of impact they have on the community. To make things even more unique, Davis danced for a short moment and thanked the crowd for coming out to support the 49ers organization.

“I look forward to the future,” the tight end said.

Jim Harbaugh and Trent Baalke, San Francisco’s head coach and general manager, also joined in on the festivities. They both wore denim jeans. Harbaugh ditched his well-known gameday attire of khaki pants and a black microfleece top for dark jeans a light denim dress shirt.

The appearanes from the well-known figures stood as a key moment in the impactful day.

“Honestly, I think I just found my favorite pair of jeans,” Willis added. “I’m going to start looking to buy a whole lot of Levi’s jeans.

“They look so good, I can’t help myself. I’m going to need to get more pairs for my closet.”

Willis enjoyed the new jeans, but more importantly, he valued the experience at Levi’s headquarters.

“It’s been a blessing to be a part of this and hopefully we continue to give them something to cheer about,” Willis said of the excited crowd.

The morning press conference wasn’t as much of an energetic scene as the pep rally, but York couldn’t help his excitement when announcing the potential partnership.

The 49ers CEO had a big smile as he sat down to announce the agreement with Levi’s.

“This is a huge day for the 49ers,” York said, before explaining how both brands align with their same core values.

Both organizations stand for being Bay Area institutions as well as being global brands. They also focus on being a community based partner that emphasize sustainability at every level.

“We’re confident this partnership is a perfect fit,” said Bergh the Levi's CEO, who referenced the company’s philanthropic ideals several times in the announcement press conference.

Bergh also pointed out the team’s sustainable vision for the stadium and how it aligns with the clothing company’s ideals for merchandise. The Levi’s CEO made the comments while wearing jeans partially made out of recycled bottles.

Besides the similarities between brands, the histories of the organizations are too strong to ignore.

In 1873, Levi Strauss & Co. created the first blue jean for the original 49ers on the West Coast.

York noted the ideal pairing between jeans and 49ers in the Gold Rush and once again in 2013.

“It was a really good fit for (49ers) then, it’s an even better fit today,” the 49ers CEO said.

York believes that Levi’s will become an integral part in the gameday experience for all 49ers Faithful.

“When you go to a football game, you’re wearing your Levi’s… You have a uniform together,” he said.

“A sports team is supposed to bring a community together, hopefully the community we bring together will wear a lot of Levi’s.”

The 49ers and Levi’s did just that on Wednesday. If the SCSA passes the bill on Thursday, the two organizations will continue to bring people together for a very long time.


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