FIFA ordered the Levi’s logo to be covered at Levi’s Stadium in Santa Clara, San Francisco, which is currently hosting some World Cup matches.
Context: The famous American clothing brand lends its name to the stadium, home of the San Francisco 49ers of the NFL. While privately owned, the stadium is not an official FIFA sponsor, which forced FIFA to conceal the iconic Levi’s logo in several locations.
However, the result was quite the opposite: being covered with a sheet only highlighted the unmistakable and inseparable shape of Levi’s.
Fans and supporters who attended the stadium made sure to demonstrate this on social media. It went viral.
Levi’s also responded to the game in a very fun way, with a strong message: they also covered their logo on social media platforms like Instagram and Facebook, showing that not everyone can keep such a powerful and popular brand away from consumers.
