Saks Creates Super Bowl-Inspired Collection for Miami Stores

Saks Fifth Avenue is going even bigger this year to celebrate the Super Bowl. After a successful fashion-related tie-in in Atlanta for last year’s big game, the upscale retailer has expanded its offering for 2020, tapping 25 designers and brands to create more than 100 exclusive products related to the event. The Super Bowl will take place at the Hard Rock Stadium in Miami Gardens on Feb. 2. The initiative is being called The Stunt and will include specially created pieces of ready-to-wear, sneakers and accessories for men from Off-White, Givenchy, Amiri, Moncler, Dsquared2, Heron Preston, John Elliott, Balenciaga and Kappa, among others. “Atlanta was our first major position with the big game,” said Louis DiGiacomo, general merchandise manager of men’s wear for Saks. He said it drew both new customers and provided existing clients with fresh, exclusive product. “It drove energy and volume into the Atlanta store.” As a result, the number of products has been expanded this year and inew participants include Heron Preston, Helmut Lang, Burberry, Balenciaga and Prada, he said. A Heron Preston T-shirt.  The offerings are heavily skewed to footwear and rtw. Prices will range from $65 for raw denim jeans from G-Star to $2,890 for a Burberry coat. The Stunt will feature

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