Super Bowl LX is just around the corner, and the stunts have already begun. Whether it be Columbia’s bear-poop-infused beer or more traditional celebrity partnerships, brands are gearing up not just for the game but also one of the biggest moments in marketing.
But at a price tag of around $7 million for a 30-second spot, not everyone is investing in ads: Abercrombie & Fitch, Aldi, Away, Levi’s, Starter and Uber Eats are some of the brands that have opted instead for real-world activations as a way to connect with consumers during America’s largest sporting spectacle. Here are details of what they’re planning:
Ebay ‘End Zone’ to Host Weekend of Sports-Inspired Fashion Livestreams
Ebay is planning a full weekend of live shopping experiences in its hometown, headlined by an immersive Ebay End Zone Pop-up and culminating with a community watch party finale.
The Ebay End Zone is a cultural clubhouse and live content studio where enthusiasts can shop rare, authenticated pre-loved fashion from trusted Ebay sellers in real time. With appearances from cultural icons like former Patriot Rob Gronkowski and current 49er Christian McCaffrey, select livestreams will broadcast straight from the End Zone space throughout the weekend, airing on the Ebay Live Big Game hub beginning at 10 a.m. PT.
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Ebay inventory will take center stage on the red carpet at the GQ Bowl — the annual football-forward fashion show and celebration spotlighting the intersection of sport and style. GQ will be livestreaming from the Ebay End Zone on Saturday, Feb. 7 at 12 p.m. PT, offering shoppers at home the opportunity to bid on editor-approved vintage and pre-loved pieces in real time on the Ebay Live Big Game hub, with proceeds benefitting the NFL Professional Athletes Foundation. Fans not attending in person can still bid on fashion finds during the week.
Then on game day, Sunday, Feb. 8, fans based in San Jose can close out the weekend with a watch party at San Pedro Square, held in partnership with the City of San Jose starting at 12 p.m. PT. The event will feature family-friendly game-day activities and the chance to score vintage swag from Ebay. Ebay Live’s final lineup of Big Game livestreams will begin at noon that same day, broadcasting from the Ebay Live on Tour Airstream trailer on site.
“For three decades, Ebay has connected fans to the moments that define the big game, offering one of the most expansive selections of authentic inventory across teams, athletes and styles,” said Emily O’Hara, Global Head of Brand and Media at Ebay in a statement. “This year, Ebay is bringing 60 years of football fandom and culture to life in a way no other platform can — offering unique live shopping experiences, the thrill of big wins and unmatched selection — whether fans are on the ground at the game or watching from home across the country.”
Abercrombie Touts NFL Partnership with Exclusive Capsule, Fashion Show
Abercrombie & Fitch has kicked off a week-long series of activations in the San Francisco Bay Area as part of its first year serving as the Official Fashion Partner of the NFL.
The fashion brand has launched a new collection of Super Bowl styles for the whole family, including hoodies, tees and jackets, available exclusively online for a limited time and at an Abercrombie store experience within the NFL Shop as part of the Super Bowl Experience at the Moscone, a family-friendly NFL football festival running Saturday, Jan. 31 through Saturday, Feb. 7.
Abercrombie also will gift the players and coaches selected to participate in the Pro Bowl Games — a series of flag football games featuring top NFL players during Super Bowl week — with custom bomber jackets.
And on the eve of the big game, on Saturday, Feb. 7, Abercrombie will showcase its current collection along with key NFL licensed products at an invite-only fashion presentation. The presentation will include a series of vignettes featuring a mix of vintage and modern styling that examine Abercrombie’s 134-year-old archives and its rich history of using American sports for inspiration.
“Abercrombie & Fitch brings a modern, authentic and fashion-focused point of view that resonates with fans, and their Super Bowl LX activation reflects the evolution of how the NFL celebrates our biggest moment,” said Tracie Rodburg, SVP of Global Partnership at the NFL in a statement. “Together, we’re creating experiences that celebrate the energy of the Super Bowl while expanding how fans engage with the NFL through style.”
Levi’s Claims ‘Home Turf’ Advantage with Super Bowl Pop-Up Activations
Levi’s is celebrating the Super Bowl-generated spotlight on San Francisco, the apparel retailer’s home town, with Home Turf, a series of immersive pop-ups, product collaborations, music performances, sustainability workshops and events at Bay Area Levi’s stores, all leading up to Super Bowl LX on Feb. 8 at Levi’s Stadium in Santa Clara, Calif. The centerpiece will be a multi-day pop-up at 1 Montgomery in San Francisco’s financial district, produced in partnership with San Francisco-based record label Empire.
“This moment is about more than a game; it’s a cultural cornerstone that brings people together,” said Michelle Gass, President and CEO of Levi Strauss & Co. in a statement. “San Francisco is our hometown, and we’re proud to celebrate one of the biggest sports stages right here where music, fashion and sports intersect in such a unique way.”
For additional details read the full story here.
Aldi, Uber Eats Help Hosts Avoid Food Fumbles
It’s every host’s worst nightmare — a last-minute scramble for forgotten ingredients. Aldi and Uber Eats want to save the day with the SOS “Save Our Spreads” Big Game Bundle designed to rescue any stressed-out game day host from food fumbles.
From Feb. 4 to 8, shoppers can get select Aldi snacks, dips and appetizers designed to feed a crowd and receive a 30% discount when they apply code ‘ALDISOS’ to a cart of $60 or more. To take advantage of the offer, shoppers should open the Aldi storefront on the Uber Eats app, click on the Aldi SOS Big Game Bundle banner to see eligible products and then apply the discount code once the cart total equals $60 or more.
Starter Pop-Up Shop Features Exclusive Super Bowl LX Capsule
Sportswear brand Starter will host the Starter x NFL Shop, a four-day retail and cultural destination celebrating football, fashion and fandom. Running Wednesday, Feb. 4 through Saturday, Feb. 7 in San Francisco’s Union Square, the immersive experience brings together exclusive product drops, interactive activations and live programming.
Starter also is featured at the Super Bowl Experience at Moscone Center . The brand will offer exclusive Super Bowl LX merchandise along with a limited-edition gift with purchase while supplies last.
Anchoring the brand’s four-day pop-up activation is the Starter Super Bowl LX Collection, an exclusive capsule inspired by the city of San Francisco and crafted with Starter’s signature blend of vintage authenticity and modern design. The space also will feature limited edition collaborations, including Starter x Avirex.
Visitors to the shop can participate in Starter Lab, an in-store customization experience that allows guests to create one-of-a-kind Starter products by selecting their favorite NFL teams, iconic vintage Starter logos and exclusive branding elements.
Starter Live will once again serve as a creative hub within the shop following its successful debut at Super Bowl LIX last year in New Orleans. The live, in-store podcast studio will host conversations, interviews and real-time content with friends and collaborators of the brand, including Jim Weiss, Pacman Jones, TJ Ward and more.
Away ‘Super Bag’ Weekend Brings Super-Sized Suitcase to Bay Area
Luggage brand Away will host a fan-forward tailgate party at its Santana Row store in San Jose, Calif., which also will serve as the next stop for the brand’s supersized 8-foot suitcase that was unveiled in NYC during the holidays. The activation has been dubbed the “Super Bag Weekend.”
The tailgate event at the store will take place Thursday, Feb. 5 and feature giveaways, refreshments, games and a live DJ. Then on Feb. 6 and 7, the Super Bag will roam throughout the city, popping up at key moments of Super Bowl weekend. Fans will have the chance to win their own Away carry-on bag by tracking the super-sized bag’s sightings on social mediaand tagging the brand when they spot it.
