Versace is among the top fashion brands teaming with Saks to produce Super Bowl-exclusive itemsSAKS
Saks Fifth Avenue has "one of its most successful men’s stores" in Atlanta, and in the lead-up to Super Bowl LIII is "hoping to capitalize on the buzz by teaming with 26 brands to create more than 70 exclusive items for the game," according to Jean Palmieri of WOMEN'S WEAR DAILY. Participating brands "include Off-White, Versace, Valentino, Dior, Balmain, Fear of God, Hugo Boss, Palm Angels, Kappa Isaia, Canada Goose and others." The products "range from ready-to-wear and sneakers to accessories and were designed to celebrate the game." Saks Chief Men's Merchant Louis DiGiacomo said that the retailer is "not working with the NFL on this initiative but undertook it independently." DiGiacomo: “Every year we work with the store in the city the Super Bowl is in. And this year was perfect because the Atlanta men’s store is one of the fastest growing in the chain.” Palmieri notes Saks has had a "longtime association" with the Jets, where it "often partners with the team and its players on charitable initiatives." But DiGiacomo said that the Atlanta initiative is "different." Two weeks before the game, the Atlanta store "will devote its windows to the Super Bowl." One will "display the inside of a locker room and the other will display a replica of a football field; both will feature the exclusive men’s items" (WWD.com, 1/7).
