Monday, June 3, 2013

New Niners stadium really could be “Field of Jeans”


One of the more obvious, but nevertheless clever, labels that arose once word broke that Levi Strauss had acquired the naming rights to the new 49ers Stadium was this one:  Field of Jeans.

Even 49ers CEO Jed York joked about the possibility at the time the $220 million arrangement, which necessarily will require Levi’s to sell a lot of jeans, was announced.

Mike Rosenberg of the San Jose Mercury News recently reported that the company has applied for trademark protection of the label “Field of Jeans,” along with “Win One for the Zipper.”

While it’s possible that either or both will be used in connection with the stadium, the marketing of it, or related merchandise, there’s also a chance that Levi Strauss simply wants to cast a wide net of legal protection, in order to block third parties from selling T-shirts with “Field of Jeans” or “Win One for the Zipper” printed on it.

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