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The Super Bowl Comes to Macy's

"We don’t do things small at Macy’s, whether it’s the parade, the fireworks or the NFL shop.” -  Terry J. Lundgren, chairman and chief executive officer of Macy’s Inc., 


At Macy's Herald Square in New York City, the 36,000-square-foot NFL at Super Bowl shop is operated by Lids Sports Group, which signed a deal in August to open licensed team merchandise shops in Macy’s stores around the country under the name Locker Room by Lids.

15 additional pop-up Super Bowl shops have been installed at Macy’s stores.


Situated at the southern-most end of Super Bowl Boulevard, Macy’s Herald Square celebrates football’s final showdown from the end zone. The fan festivities will include the exciting grand opening of the World’s Largest NFL Shop, a concert and fireworks salute off the Hudson, and the stunning debut of a nightly NFL video show morphing the store’s world-famous façade into an outdoor theater for football’s most devoted fans.
Martine Reardon, chief marketing officer for Macy’s noted, “With a kick-off position at the start of Super Bowl Boulevard, Macy’s Herald Square is a key player in the celebration of this historic Super Bowl game. We are extremely excited to create a unique retail environment within our iconic store that salutes the game, the host cities and, most importantly, the fans. With access to the largest NFL shop and an incredible line-up of player appearances, the fans will be the clear winners in the Super Bowl XLVIII experience. Of course, no Macy’s celebration would be complete without our signature fireworks spectacular.”
The magic on 34th Street began on Sunday, Jan. 19 with the opening of the exclusive NFL Shop at Super Bowl on the 4th Floor, a championship-worthy 36,000 square-foot space that will be the unrivaled game-day destination in the New York metro area. A green carpet roll-out of one-of-a-kind, interactive fan experiences, player appearances, video presentations, team trivia and a countdown clock to Super Sunday will make the world’s largest NFL pop- up shop at Super Bowl the most exciting retail destination through Feb. 4.
Macy’s continues its salute to this unprecedented outdoor game with a spectacular pyrotechnic display staged along the Hudson River off of Liberty State Park in Jersey City, NJ, on Monday, Jan. 27 , produced in partnership with the NY/NJ Super Bowl Host Committee. Canvassing the skyline with brilliant bursts of color, light and sound, Macy’s signature aerial show will take to the skies over the Hudson in a televised special on FOX Sports 1, entitled the Super Bowl Kickoff Spectacular.
The NFL will stage its night-time special effects salute with one of the most visually dramatic moments set against Macy’s iconic architecture. Debuting on Wednesday, Jan. 29 will be Super Bowl Virtual Theater, the NFL’s nightly video presentation of light, sound and action from the field that will be projected against the store’s world-famous Broadway façade, virtually transforming the store into outdoor theater. The 10-minute video show will capture the spirit of the game in nine daily shows, taking the game to new heights in midtown Manhattan. Running through Feb. 1, show times are as follows: 5 p.m., 5:30 p.m., 6:30 p.m., 7 p.m., 7:30 p.m., 8 p.m., 8:30 p.m., 9 p.m., 9:30 p.m..
Moving the action in from the outside, Macy’s six famous Broadway windows will showcase the best of the game as the inside of the store transforms the Main Floor with a visual salute including a 15-foot high football suspended mid-air. Game graphics, banners, flags, and team memorabilia will line the sides of the store for an unparalleled game experience. Macy’s Main Floor will also be the site of an exclusive exhibition of MVP jerseys and helmets from past Super Bowls greats including Joe Namath, Eli Manning, Joe Montana, Terry Bradshaw and Roger Staubach. In addition, all 32 teams of the NFL will be represented in a special fashion salute by the NFL and NIKE.
NFL SHOP AT SUPER BOWL/ NFL STYLE LOUNGE
The NFL Shop at Super Bowl at Macy’s Herald Square will be the ultimate destination to gear up in team merchandise and gain access to memorabilia. The shop will feature a Custom Zone to personalize Super Bowl apparel and accessories along with AFC and NFC zones featuring the caps, tees, hoodies, jerseys, and jackets from the championship and all 32 teams that will outfit the most faithful and fashionable fan. Premier brands including Nike, New Era, ’47 Brand, Touch by Alyssa Milano, among other great brands will be featured in the World’s Largest NFL Shop to date.
Art and sports will come together as the NFL Shop will house an art exhibition by Charles Fazzino, the NFL’s officially licensed artist. Featuring original posters and art, the commemorative exhibit, “Super Bowl XLVIII – NY/NJ” will celebrate 14 years of game-inspired artwork. Also, tickets for Super Bowl Boulevard’s main attraction, a 60-foot by 180-foot toboggan run in Times Square, will be on sale daily through Ticketmaster at the NFL Shop for $5. And for ladies, an NFL Style Lounge will showcase a collection of sports apparel and accessories.
A HIGHLIGHT OF PLAYER APPEARANCES INCLUDE: (4th Floor)
NFL SUPER BOWL LIVE AUCTION AND APPRAISAL FAIR (4th Floor) – Jan. 21 thru Feb. 1
As part of the NFL Shop at Super Bowl experience, Macy’s Herald Square will be the host site of the Super Bowl Live Auction and Appraisal Fair. Featuring an unrivaled line-up of authentic sports memorabilia from past games and football greats, the 12-day NFL Super Bowl Live Auction will include over 400 items of football memorabilia. The auction preview and appraisal fair will open to the public on Tuesday, Jan. 21 with bidding for the items taking place on Saturday, Feb. 1 at Noon. Hunt Auctions will conduct free appraisals for vintage sports memorabilia during store hours in addition to Daily Silent Auctions from Jan. 28 thru Feb. 1. Macy’s celebration will span its New York and New Jersey metro area stores welcoming gridiron greats from current and MVP players to football legends. In addition, Macy’s will serve up a series of cooking demonstrations in Homegating events featuring Macy’s Culinary Council Chefs. Super star chefs such as Cat Cora, Marcus Samuelsson, Todd English among others will dish on hosting super homegating parties. For the most up-to-date information on Macy’s celebration, please visit www.macys.com/endzone .
SOURCE: Macy’s, Inc.

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