by Christopher Blomquist

In anticipation of this year’s Super Bowl at SoFi Stadium in Inglewood, California on February 13 Saks has teamed up with 28 powerhouse brands to launch its Game Day Capsules, a lineup of exclusive merchandise with a focus on menswear. The exclusive Game Day assortment features more 275 limited edition items including men’s ready-to-wear, shoes and accessories as well as women’s and kids merchandise. Spotlighted designers include Balmain, Christian Louboutin, Dolce & Gabbana, Givenchy, Just Don, Purple Brand and Versace, among others.

“This year, Saks is the ultimate destination for Game Day fashion with an outstanding lineup of exclusives for our men’s, women’s and kids customers,” said Tracy Margolies, Chief Merchandising Officer, Saks, in a statement. “We are at a moment where the intersection of fashion and sports is stronger than ever before, and we are excited to style our clients for the biggest day in sports with an unparalleled merchandise assortment they can’t find anywhere else.”

The limited edition merchandise assortment is infused with a sports-centric aesthetic. Products range in price from $57 to $2,395 and are now on and in select Saks Fifth Avenue stores.

Through February 13, Saks will showcase the merchandise assortment in a campaign across its digital channels, including shoppable editorial content featuring Denver star wide receiver, Jerry Jeudy (top picture above). Jeudy can be seen wearing a roster of exclusive styles by Just Don, Purple Brand, Reese Cooper and RHUDE.

Game Day looks by G-Star and Balmain

Saks also partnered with media and entertainment company Complex to highlight the campaign through digital editorial content. Complex will produce two feature stories to introduce readers to Saks’ exclusive Game Day Capsules and reveal top product picks from Saks buyers.

Finally, Saks Beverly Hills will host various events and experiences leading up to February 13, including designer public appearances with Purple Brand and Just Don, denim customization with Ksubi and a football arcade game activation with Bossi Sportswear.

The retailer also will highlight its exclusive merchandise assortment through brand activations at various Saks Fifth Avenue stores across the country including Atlanta, Chicago and Houston.