Giants players encouraged to wear jeans on Friday
By Jeff Adcox
The San Francisco Giants and Levi Strauss & Co. recently announced that they are renewing a five-year strategic partnership that includes sponsorship of the iconic right-field wall at AT&T Park known as Levi’s® Landing.
“We are extremely proud that this new agreement will ensure that one of baseball’s oldest franchises and one of the world’s most iconic apparel brands will continue to partner in their shared hometown of San Francisco. It is an honor for us to connect with our fans through a brand that continues to define our lifestyle today,” said Larry Baer, Giants president and chief executive officer.
The Giants and the Levi’s® brand, two hometown icons, have had a partnership since 2006. Levi’s® Landing is a focal point for players and fans alike who hope to witness the hitting of a homerun ball over the wall and into McCovey Cove.
“The San Francisco Giants and the Levi’s® brand are two iconic bay area organizations sharing a common thread in engaging passionate players and fans,” said Levi’s Brand President, James Curleigh. “We couldn’t be more proud to renew our commitment with the San Francisco Giants in an effort to build on our legacy and an even stronger partnership over the next five years.”
The deal grants the Levi’s® brand signage on the 25-foot high brick right field wall, branding on the Splash Hit Counter, branding on the banners above Levi’s® Landing and branding on the 501′ distance marker in the Fan Lot in Left Centerfield.
As part of the new agreement, the Giants will be rebranding their casual Friday policy to “Levi’s® Casual Fridays” encouraging employees, including players and coaches, to sport their Levi’s® jeans on Fridays.