49ers Legends Honored As Super Bowl Hype Sweeps San Francisco

As the Bay Area buzzes with anticipation for the NFL’s season finale, a surge of nostalgia and celebration is sweeping through San Francisco—one that stretches far beyond the gridiron. In a week brimming with football fever, the city’s rich sporting legacy is taking center stage, thanks to a confluence of commemorative events, heartfelt tributes, and fan-focused campaigns.

On February 4, 2026, the iconic Big Time Vintage shop on Valencia Street transformed into a shrine for the faithful. The occasion? The launch of the Levi’s® x Mitchell & Ness “Home Turf” collection, a limited-edition release that’s as much a love letter to the San Francisco 49ers as it is a showcase of Bay Area culture. Dubbed “The Blues,” this capsule collection reimagines the classic Mitchell & Ness jersey silhouettes of two 49ers legends—Jerry Rice and Joe Montana—through a premium indigo lens, a nod to Levi’s® storied denim heritage.

For one day only, fans flocked to the store, drawn by the promise of exclusive 49ers throwback indigo jerseys, each priced at $225 USD, and the chance to rub shoulders with the G.O.A.T. himself, Jerry Rice. The event was more than just a product drop—it was a full-blown celebration, complete with curated Levi’s® archives, vintage 49ers memorabilia, local vinyl spinning classic Bay Area tracks, retro pinball machines, and décor that transported visitors back to the franchise’s golden years. The atmosphere was electric, a fusion of football history, music, and fashion that captured the spirit of the city on the eve of the championship showdown.

This wasn’t just a retail stunt. The takeover was part of Levi’s® broader “Home Turf” program, a campaign designed to honor the cultural threads that weave together the Bay Area’s identity—music, style, and, of course, football. As the city gears up to host the final NFL game of the season, the Home Turf initiative is a timely reminder of the 49ers’ enduring influence, both on and off the field.

Meanwhile, the excitement isn’t confined to the streets of San Francisco. Nationally, FanDuel has rolled out its own tribute to the NFL season’s grand finale with the “Last Call for Football” campaign. This weeklong effort, crafted in partnership with Arts & Letters, is a rallying cry for fans to savor every last moment of football before the long offseason begins. The campaign features three distinct films, a massive social and digital blitz, and a high-profile takeover of Penn Station—ensuring that the “last call” is impossible to ignore as fans stream toward Super Bowl weekend.

At the heart of FanDuel’s campaign is a star-studded cast. NFL icons Joe Montana, Rob Gronkowski, and Adam Vinatieri join FanDuel’s season-long host Luis Guzmán in “The Bar,” a fictional setting where memories are toasted and nerves run high. The campaign kicks off with “Toast,” a 30-second spot that captures the bittersweet joy of the season’s end. Things get a little wild in “Fever Dream,” as Gronkowski’s nerves send him spiraling into a hilarious, surreal internal monologue—until Joe Montana steps in to steady the ship. The emotional crescendo arrives with “Speech,” a spot airing just before the Super Bowl LX kickoff, in which Montana delivers a unifying address to fans everywhere. As FanDuel puts it, they’re not trying to distract from the game—they’re amping up the anticipation and honoring the rituals that make football matter.

Super Bowl LX, scheduled for Sunday, February 8, 2026, promises to be a fitting end to a season defined by breakout performances and unexpected storylines. Nowhere is that more evident than in Foxborough, where the New England Patriots have authored one of the year’s most compelling narratives. Under the guidance of Head Coach Mike Vrabel, and powered by the arm—and legs—of quarterback Drake Maye, the Patriots have stormed their way to the NFL’s biggest stage, set to face the Seattle Seahawks.

Maye’s meteoric rise has been nothing short of remarkable. Named Breakout Player of the Year by Pro Football Focus and a two-time Pro Bowler at just 23, Maye has silenced early critics and exceeded even the loftiest expectations. His 2025 campaign saw him lead the league in completion percentage (72%), passer rating, and total quarterback rating—a trifecta that has him firmly in the running for the NFL MVP award. Legendary quarterback Joe Montana, himself no stranger to Super Bowl glory, recently offered high praise for Maye on ESPN’s Pat McAfee Show. “I just think that he’s playing within himself and that’s all you have to do,” Montana observed, underscoring the young quarterback’s poise and self-assurance. It’s a ringing endorsement from one of the game’s all-time greats, and it’s added fuel to the Patriots’ already surging momentum.

Montana’s comments reflect a broader sentiment that’s taken hold in New England: let Drake Maye be Drake Maye. Early in his tenure, some questioned his mechanics and decision-making, but Maye’s performance has rendered those doubts moot. He’s proven himself as the NFL’s premier passer, and now, with the Lombardi Trophy within reach, he has the chance to cement his place in Patriots lore. As the team prepares for its clash with the Seahawks, the sense of destiny is palpable. But as any football fan knows, nothing is guaranteed until the final whistle blows.

Of course, no discussion of football legacies would be complete without acknowledging the dynasties that came before. This week, AMC and AMC+ premiered the first episodes of “Rise of the 49ers,” a four-part documentary series narrated by none other than Tom Brady. The series is a deeply personal exploration of the San Francisco 49ers’ dynasty, blending rare NFL Films footage with reflections from franchise icons like Joe Montana, Jerry Rice, Steve Young, Ronnie Lott, and former owner Eddie DeBartolo Jr. For Brady, who grew up in San Mateo and spent Sundays at Candlestick Park, the 49ers were more than just a team—they were the blueprint for greatness. “We made our entire Sunday out of going to the 49ers games,” Brady recalls in the series. “I grew up with the 49ers and their dynasty—the dynasty that changed the NFL forever.”

The documentary offers fans a window into the pivotal moments that shaped the 49ers’ legacy, from Dwight Clark’s legendary catch in the 1981 NFC Championship Game to the behind-the-scenes stories that defined an era. Brady’s narration adds a unique emotional resonance, framing the dynasty’s achievements through the eyes of a fan who would go on to surpass his childhood heroes on the field. As co-producer, Brady’s fingerprints are all over the project, which has been brought to life alongside AMC Studios, Skydance Sports, NFL Films, and Religion of Sports.

Whether you’re a die-hard 49ers supporter, a Patriots believer, or just a fan soaking up the spectacle of Super Bowl week, there’s never been a better time to celebrate the stories, the stars, and the culture that make football so much more than a game. With the city alive with events, campaigns, and the echoes of legends past and present, the Bay Area is once again at the heart of the NFL universe. As the countdown to kickoff continues, one thing’s for sure: football’s power to unite, inspire, and thrill is on full display, and the memories made this week will last long after the final snap.