Levi’s, the iconic 153-year-old denim brand, is in the news due to a bizarre incident at the 2026 FIFA World Cup. FIFA rules required the California stadium’s name and Levi’s logo, which is part of its signage, to be covered up before World Cup matches.
And now, Levi’s is hiding the logo on its Instagram profile as well.
Levi’s has gone to great lengths to hide his identity, even hiding his logo on his Instagram profile.
Credit: Screenshot from Mashable
Last Saturday, the opening World Cup match between Switzerland and Qatar was held at Levi’s Stadium in Santa Clara, California. However, it is not known as Levi’s Stadium during the World Cup. It was temporarily known as the “San Francisco Bay Area Stadium.” As part of FIFA’s requirements for stadiums to host matches for the 2026 World Cup, Levi’s was forced to hide its logo at the 68,000-seat venue. FIFA has called for brands found inside stadiums to be hidden if they are not official sponsors of the World Cup.
But unlike the 11 other NFL stadiums required to do the same, Levi’s got creative with its forced cover-up.
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Unlike New Jersey’s MetLife Stadium, for example, which simply hung a banner over the MetLife logo, Levi’s instead wrapped a tight-fitting white tarp over the logo, hiding the name but still making it recognizable.
The brand also teased the move on Instagram Reels.
“Welcome to a beautiful world [redacted] Levi said in a reel posted to his Instagram account on Sunday. The video shows a hidden Levi’s Stadium logo using the viral TikTok audio “Nobody’s Gonna Know.”
But Levi’s also took it a step further. The company digitally covered the Levi’s logo on Instagram profile photos with a white tarp.
So for now, whether it’s on Instagram or at Santa Clara’s World Cup stadium, Levi’s will be passing by. [redacted]the iconic denim jeans brand that everyone knows.
