New York—Midtown Manhattan is turning into a veritable playground for Super Bowl XLVIII revelers. To coincide with the Feb. 2 game at MetLife Stadium in East Rutherford, N.J, Broadway between 34th and 44th streets is being turned into “Super Bowl Boulevard,” replete with fan-friendly activities, such as football-toss contests, zip lines, photo opportunities with the Vince Lombardi Trophy and a seven-story slide painted to look like a snow-covered “Toboggan Run.”
Fans can also shop for apparel and accessories featuring their Super Bowl favorites as well as other pro sports teams at a three-week long “Starter Clubhouse,” a pop-up store featuring merchandise from Starter, the sports apparel brand owned by Iconix.
3 Weeks of Events
Starter’s first-ever retail space at the Paramount Hotel will have its grand opening on Friday, Jan. 17 with an exclusive preview event tonight. The store will remain open until Sunday, Feb. 9, and will feature a series of events including exclusive collaboration launches, fan appreciation nights, celebrity DJ sets, celebrity poker tournament, professional athlete appearances and live radio/TV/web broadcasts.
Products available for sale include a wide assortment of NFL, NBA and MLB team jackets as well as the Starter Black Label premium collection featuring collaborations with prominent streetwear designers. A special-edition Super Bowl XLVIII jacket and bags will also be showcased exclusively at the Starter Clubhouse.
This initiative is done in partnership with Carl Banks, president of G-III Sports and 2X Super Bowl champion, who will be hosting a series of events for the first-ever NY/NJ-hosted Super Bowl. www.starter.com.