Super Bowl LX is just days away and several brands are commemorating the upcoming game between the Seattle Seahawks and New England Patriots. Ahead of Sunday’s game and Bad Bunny‘s highly anticipated halftime show performance, WWD breaks down some of the collaborations, capsules, commercials and more celebrating the Super Bowl.
Levi’s
Levi’s x Super Bowl LX
Levi’s Stadium in Santa Clara, Calif., will play host to the Seattle Seahawks and New England Patriots on Sunday for Super Bowl LX. As such, it’s no surprise the 173-year-old clothing company should have a few select pieces to celebrate the major sporting event.
Levi’s will pay tribute to Bay Area culture and showcase a series of collaborative product drops, live music performances, retail experiences and customization opportunities evoking the spirit of the region. The brand will host an immersive pop-up experience beginning Thursday through Saturday in anticipation of the game at 1 Montgomery in San Francisco’s Financial District.
On Wednesday, San Francisco vintage retailer Big Time Vintage will host a special store takeover featuring curated vintage Levi’s products and throwback 49ers merchandise — celebrating the nostalgia and heritage that define Bay Area fan culture.
Oakley Meta AI Glasses
Oakley and Meta x Super Bowl LX
Courtesy of Oakley
“Athletic Intelligence Is Here” is with Oakley x Meta Super Bowl LX campaign spot. Starring the likes of Spike Lee, Marshawn Lynch and Olympians like Sky Brown and Kate Courtney and Sunny Choi, the glasses spotlight the brand’s competitive edge.
“We’re proud to set the pace for the AI glasses category with our partners at EssilorLuxottica,” Alex Himel, vice president of wearables for Meta, said in a statement. “Oakley Meta glasses help athletes and fans stay ahead, and the big game is the perfect stage for our roster of elite athletes to showcase the technology’s value and capture their unique point of view.”
Abercrombie & Fitch
Ahead of Super Bowl LX, Abercrombie & Fitch will showcase the brand’s current collection along with key NFL licensed products at an invite-only fashion presentation.
“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,” Tracie Rodburg, senior vice president of global partnership at the NFL, said 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.”
The brand also features a string of game-day ready attire, from custom jackets for Pro Bowl games to Super Bowl LX crew fleeces, T-shirts and branded apparel for the Seattle Seahawks and New England Patriots.
“Abercrombie is bringing fashion into the center of the biggest moment in sports and culture, through a series of style-forward moments designed to celebrate our incredible partnership with the NFL,” Carey Collins Krug, chief marketing officer at Abercrombie & Fitch Co., said in a statement. “The intersection of fashion and fandom is natural for our customer, and this activation reflects how those worlds come together.”
Smirnoff
Smirnoff teams up with Claire Kittle.
Smirnoff
Smirnoff, which serves as the official vodka sponsor of the NFL, debuts an NFL‑inspired capsule for its We Do Game Days platform. The capsule celebrates the roster of NFL players like Vernon Davis, WAGs like Claire Kittle and Kayla Jones and boundary-pushing designers like Gavin Mathieu and Aleali May to showcase the moments and looks that elevate game days to the next level.
NFL & Bad Bunny Announce Merch for Apple Music Super Bowl LX Halftime Show
Bad Bunny and Ceremony of Roses x Apple Music Super Bowl LX Halftime Show
Courtesy of Ceremony of Roses
Ahead of Grammy Award-winning artist Bad Bunny’s Apple Music Super Bowl LX Halftime Show on Sunday, Ceremony of Roses debuts a limited-edition two-part merchandise collection that merges sport, music and culture.
The collaboration marks the first time official NFL-licensed Super Bowl merchandise features Spanish translations of Super Bowl branding. The Fans / Concho Collection is inspired by the Puerto Rican toad embraced by Bad Bunny, with designs for all 32 NFL teams. The capsule collection includes apparel, New Era hats and a collectible Concho plushie keychain — this collection is now available on NFL’s official website and Fanatics.
Following Bad Bunny’s halftime show, Ceremony of Roses will drop the second collection — The “Super Tazón” Collection. The collection reimagines “Super Bowl” in Spanish, an expression common in Puerto Rico and parts of Latin America. This capsule highlights a cultural lens and captures the energy and spirit of Bad Bunny’s Apple Music Super Bowl LX Halftime performance. More details on the collection will be revealed following the halftime show.
Aviator Nation
Aviator Nation x Super Bowl LX
Courtesy of Aviator Nation
Aviator Nation dropped a limited-edition Super Bowl collection just in time for Super Bowl LX. Available now on the brand’s official website, the collection retails from $83 – $189 and spotlights competing teams the Seattle Seahawks and New England Patriots.
“Our customers have been asking for this moment,” Paige Mycoskie, founder and president of Aviator Nation, said in a statement. “We are excited to launch at such an iconic event as the Super Bowl. Since founding the company 20 years ago, a huge part of the brand for me has been fan engagement and getting out in the community so we are stoked to be on site in San Francisco for the big game.”
