THE SUPER BOWL SCORES A TOUCHDOWN WITH FASHION
BY: Hope Wilkos, Writer/Blogger
As sports fanatics are glued to their big screen televisions, the football playoffs are well under way to determine who will be the final two teams given the opportunity to go to Super Bowl XLVIII. The ultimate win of the championship title is worth millions. Cliche’ as it may sound, “the sweet smell of victory lingers” as the winning team becomes the one to beat next season and seasons thereafter. It is all part of the excitement of the million dollar commercialized sports industry.
As we approach the big day, it begs the question of whether a more diverse audience is being targeted by the sports industry. It only makes sense that two of the most influential consumer industries in the world would collaborate on drawing in a wider section of the American public.
Super Bowl XLVIII will be held this year in East Rutherford, New Jersey, which is very close to the fashion capital of the United States, New York City. What could be more ingenious than the Council of Fashion Designers of America strategizing to come up with an idea that interests both the sports and the fashion fanatic and is philanthropic at the same time?
Nicole Miller Design
The newest collaboration between the CFDA and Bloomingdale’s, in support of the National Football League Foundation, is a concept born out of where the Superbowl XLVIII will be played on February 2, 2014. All in the name of charity, 48 customized football helmets will be auctioned online at Bloomingdales.com/superbowlhelmets from January 15th through February 4th. They are colorfully designed and created by top American fashion designers who have adorned their creations with sparkles, sequins, roses, leather and lace, studs and so much more. All funds raised will go to benefit the NFL Foundation. The heartfelt efforts of this non-profit organization go to support youth and high school football programs and community health and safety initiatives. The helmets first debuted live in the picture windows of Bloomingdale’s on 59th Street in New York City on January 15, 2014. A team of winning designers such as Betsey Johnson, Nicole Miller, Kenneth Cole, Diane Von Furstenberg and Dennis Basso were overjoyed to share in this unique undertaking as part of the game of designing.
Bidding begins at $248, quietly symbolizing this historic 48th Super Bowl taking place in New Jersey. Both the NFL and the CFDA had very positive words for this instrumental union of fashion and sports. “This is the first time that the Super Bowl will be held in the New York region and we couldn’t think of a better way to celebrate by joining Bloomingdale’s and the NFL in merging fashion and sports with the creation of these unique helmets,” says Steven Kolb, CFDA CEO.
“We are excited to team up with Bloomingdale’s and the CDFA to auction off designer Super Bowl XLVIII helmets to support the work of the NFL Foundation,” said Natara Holloway, the NFL’s vice president of consumer products. “This unique collaboration is another way for fans of football and fashion to get closer to the game and be a part of the Super Bowl XLVIII festivities happening all across the New York-New Jersey region.”
Also touching some of the diehard fans of the Super Bowl is the Metropolitan Museum of Art. The museum will be marking the celebration of the Super Bowl in its own special manner with a Vintage Football Card Display that will be on exhibit from January 24, 2014 through February 10, 2014.
The sports world is being transformed right before our very eyes. What could be more influential than a haute couture helmet and an exhibit taking you back to the days when Dad used to take you to the ballpark?
PHOTOS COURTESY OF CFDA
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