Levi's, the iconic 153-year-old denim brand, is going viral over a bizarre incident at the 2026 FIFA World Cup. FIFA rules forced a cover-up the Levi's logo, which is part of the name and signage of a California stadium, before a World Cup match.
And now Levi's is covering up its logo on its Instagram profile, too.
Levi's is going all in on the coverup and has covered its logo on its Instagram profile too. Credit: Mashable screenshot
Levi's Stadium in Santa Clara, California, hosted its first World Cup match between Switzerland and Qatar this past Saturday. However, during the World Cup, it's not known as Levi's Stadium. It's temporarily called the "San Francisco Bay Area Stadium." As part of FIFA's requirements for stadiums hosting the 2026 World Cup matches, Levi's was forced to cover the logo on the 68,000-person venue. FIFA required any brands found in the stadiums to be covered up if they aren't official sponsors of the World Cup.
However, unlike the other 11 NFL stadiums that were required to do the same, Levi's got creative with its forced cover-up.
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Unlike, say, MetLife Stadium in New Jersey, which just put up banners over the MetLife logo, Levi's instead wrapped a tight-fitting white tarp over its logo, which is still recognizable even though the name is obscured.
The brand also poked fun at the move in an Instagram Reel.
"Welcoming the world to the beautiful [redacted] stadium!" Levi's said in a Reel posted to their Instagram account on Sunday. The video shows the covered-up Levi's Stadium logo using the viral TikTok audio, "Nobody's Gonna Know."
But Levi's just took it a step further, too. The company has now also digitally covered the Levi's logo in its Instagram profile picture with a white tarp.
So for now, whether it's on Instagram or at the World Cup stadium in Santa Clara, Levi's will go by [redacted], the iconic denim jeans brand that everyone knows.