Bloomingdale's is ready for some football

Upscale department store retailer Bloomingdale’s isn’t a name typically associated with football, but that all changes this year as a result of the Super Bowl being held in New York for the first time ever.

Bloomingdale’s, operator of 37 department stores nationwide, will use its flag ship store on 59th Street in Manhattan to unveil a collection of designer helmets and a unique and stylish collection of entertaining essentials beginning January 15.

“Bloomingdale’s New York Heritage combined with the fact that Super Bowl XLVIII is taking place in our backyard gives us an opportunity to merge fashion and sports in a modern way,” said Frank Berman, Bloomingdale's EVP of marketing. “Through our unique collaborations, merchandise, and special events, we are able to celebrate Super Bowl XLVIII in-store and online bringing the excitement of this iconic event to our shoppers across a variety of touch points, all while supporting the NFL Foundation.”

Bloomingdale’s is supporting the foundation by auctioning 48 one-of-a-kind Super Bowl XLVIII helmets personally customized by leading designers. The helmets will be unveiled at the 59th Street Bloomingdale's store front windows Jan. 15, at 5 p.m.

“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,” said Steven Kolb, CEO of the Council of Fashion Designers of America (CFDA).