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All in the name of the environment and goodwill, the comically coined “Levi's Field of Jeans,” was the sight of an epic jean-machine painting with over 18,850 pairs of blue jeans covering the football field. The project took over 16 days to gather the jeans and more than 16 hours to get the jeans positioned just right.
The Santa Clara, California stadium is home to the San Francisco 49ers. The team worked with sponsor and world-renowned jean company, Levi Strauss & Co. to collect jeans for good will, and have a little fun in the process.
Leading up to the game on Sunday, November 2nd, denim jeans were collected and used to create a “one-of-a-kind Field of Jeans at Levi's Stadium.” Thousands of jeans were kept out of the landfill and re-sold through local charities in order to fund job training programs for the Bay Area community.
“We're encouraging fans to donate their used jeans and clothing in a way that promotes reuse and recycling, creates jobs in our local community, and helps keep clothing out of landfills,” said Levi CEO, Chip Bergh.
Keeping more than 12 tons of textiles out of landfills, this event was a huge success.
“Sustainability and community involvement are woven into the fabric of the 49ers organization, making the Levi's Field of jeans clothing drive yet another demonstration of the perfect fit between our brands,” said San Francisco 49ers CEO Jed York. “With the help of Levi's and Goodwill, we're excited to give fans the opportunity to join us in giving back and contributing to our Bay Are community.”
Fans who brought jeans to the Sunday afternoon game were given a Levi's gift certificate as a thank you for their contributions.
Levi's® Field of Jeans™ from Levi's® Stadium on Vimeo.
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