Is the NFL Super Bowl evolving into a fashion week?
The National Football League_s annual Super Bowl is no longer just a championship football game; its upcoming showdown between the Seattle Seahawks and the New England Patriots in San Francisco sees the NFL deepening its ties to fashion with a series of fashion shows_ designer collaborations_ and retail activations.
Highlights include American designer Thom Browne_ who has become known for his tailored sportswear_ trading New York Fashion Week for a spot at the GQ Bowl_ NFL_s first official fashion partner Abercrombie & Fitch is hosting a fashion presentation on the eve of the Super Bowl LX_ and denim brand Levi_s is celebrating its hometown with immersive pop-ups and sustainability workshops leading up to the game at the Levi_s Stadium. Marketplace giant Ebay will also be bringing the fashion off-the-field with a cultural clubhouse and live content studio experience where enthusiasts can shop rare_ authenticated_ pre-loved fashion from trusted Ebay sellers in real time.
Thom Browne to unveil AW26 at GQ Bowl
Last year_ Conde Nast_s men_s magazine GQ hosted the inaugural GQ Bowl fashion event in New Orleans in the run-up to the Super Bowl_ fusing fashion and sport. It featured a catwalk showcase from American designer Emily Adams Bode Aujla_ who debuted the Bode Rec. collection_ which drew inspiration from her father_s football past and the festive spirit of the Big Easy. The event even saw NFL players_ including Joe Burrow_ Ja_Marr Chase_ and CeeDee Lamb_ walk the catwalk.
This year_ Thom Browne will be hosting the GQ Bowl alongside GQ global editorial director Will Welch_ marking the New York-based designer_s first catwalk show in the Bay Area. He will present his men_s and women_s autumn/winter 2026 collections at the Legion of Honor Museum on February 6_ bringing together the worlds of football and luxury fashion.
The move follows the designer celebrating his 2025 football capsule collection in September_ featuring his first-ever athletic jersey_ with a game of touch football with GQ during New York Fashion Week.
Levi_s _Home Turf_ immersive pop-up experience
San Francisco-based Levi_s is utilising the Super Bowl location this year to host an immersive pop-up experience across the city from February 5 to 7_ celebrating the Bay Area_s culture_ style_ and community with product collaborations_ live music_ sustainability workshops_ and retail pop-ups.
Michelle Gass_ president and chief executive officer of Levi Strauss & Co_ said in a statement: “This moment is about more than a game; it_s a cultural cornerstone that brings people together. 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.
“This global moment gives us the chance to remind the world why San Francisco has always been a hub of creativity and self-expression and why those values are at the heart of everything we do.”
The series of fan-first experiences centres around Levi_s strategy of being brand-led and pivoting into a direct-to-consumer first retailer. This includes a multi-day pop-up at 1 Montgomery in San Francisco_s financial district with San Francisco-based record label Empire_ including product collaborations_ such as the brand_s exclusive sneaker and apparel partnership with the Jordan Brand and a Starter collaboration featuring NFL team jackets.
Other activations will include music performances from the likes of local rapper LaRussell_ customisation and sustainability workshops_ including a panel event featuring Kristin Juszczyk_ designer and co-founder of Off Season_ Jason Mayden_ chief design and visioneering officer at Jordan Brand_ and Paul Dillinger_ head of global design innovation at Levi Strauss & Co.
In addition_ Levi_s stores in the Bay Area will be transformed into “cultural hubs” with host appearances by prominent local partners like E-40_ 49er players_ and other influential athletes and musicians_ to create “special moments for fans” and reinforce the brand's connection to local communities. There will also be exclusive E-40 graphic tees for purchase as part of the Levi_s brand_s broader collection of artist tees and limited-edition Levi_s Home Turf trading cards.
Kenny Mitchell_ chief marketing officer at Levi Strauss & Co_ added: “Few brands can authentically play across so many facets of culture_ including sports_ in the way Levi_s consistently does.
“As a brand that continues to live at the centre of culture_ we_re honoured to hold the naming rights to Levi_s® Stadium_ a global stage on our _home turf_ that connects generations of fans through the unifying and positive power of sport_ music and creativity.”
Abercrombie & Fitch to “star-studded” fashion presentation
Retailer Abercrombie & Fitch will be hosting a week-long series of activations in the San Francisco Bay Area in the run-up to the Super Bowl_ culminating in a fashion presentation_ as part of its deal with the NFL as its official fashion partner.
The invite-only fashion showcase will take place on February 7_ the eve of Super Bowl LX_ and will see Abercrombie showcasing its current collection along with key NFL licensed products. The presentation will bring together celebrities_ influencers_ and athletes for a showcase featuring a series of vignettes inspired by Abercrombie_s 134-year-old archives and its rich history with American sports.
Tracie Rodburg_ senior vice president of global partnership at the NFL_ said: “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.
“Together_ we_re creating experiences that celebrate the energy of the Super Bowl while expanding how fans engage with the NFL through style.”
In addition to the presentation_ Abercrombie will also be offering new Super Bowl styles_ including hoodies_ tees_ and jackets for the whole family_ ranging from 45 to 150 US dollars_ at the Abercrombie store experience within the NFL Shop Presented by Visa_ located at the Super Bowl Experience Presented by Jersey Mike_s at the Moscone Center in San Francisco.
The retailer will also be gifting players and coaches selected to participate in the Pro Bowl Games with exclusive_ custom bomber jackets.
Carey Collins Krug_ chief marketing officer at Abercrombie & Fitch Co._ said: “Abercrombie is bringing fashion into the centre of the biggest moment in sports and culture_ through a series of style-forward moments designed to celebrate our incredible partnership with the NFL.
“The intersection of fashion and fandom is natural for our customer_ and this activation reflects how those worlds come together.”
Ebay to spotlight pre-loved style at the Super Bowl
Alongside the football this year_ Ebay is hosting an omnichannel celebration called the _Ebay End Zone__ featuring a pop-up experience in San Francisco's Union Square_ real-time livestream shopping_ and a community watch party finale.
The _Ebay End Zone_ is being described as an immersive cultural clubhouse and live content studio_ spotlighting authenticated pre-loved fashion and watches_ and vintage NFL finds_ as well as curated collectables_ from trading cards to vintage football gear_ and unique items designed by local artist Jeremy Fish.
The pop-up will also feature appearances from former Patriot Rob Gronkowski and current 49er Christian McCaffrey.
Emily O_Hara_ global head of brand and media at Ebay_ said: “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.
“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.”