In anticipation of the 2022 Super- bowl, the year’s biggest event in sports, Saks has teamed up with 28 powerhouse brands to launch its Game Day Capsules, a lineup of exclusive merchandise with a focus on menswear. Saks is a premier luxury e-commerce platform driven by a mission to help Saks Fifth Avenue customers express themselves through inspiring style. Through its website and app, Saks offers a personalized experience and curated assortment of fashion, as well as professional stylists and fresh editorial content.
Saks’ exclusive Game Day assortment features limited edition items from top designers including Balmain, Christian Louboutin, Dolce & Gabbana, Givenchy, Just Don, Purple Brand, Versace and many more. Additionally, Saks launched a digital campaign in celebration of the Game Day Capsules, featuring Denver Broncos star wide receiver, Jerry Jeudy.
“This year, Saks is the ultimate destination for Game Day fashion with an outstanding lineup of exclusives for our men’s, women’s and kids customers,” said Tracy Margolies, chief merchandising officer, Saks. “We are at a moment where the intersection of fashion and sports is stronger than ever before, and we are excited to style our clients for the biggest day in sports with an unparalleled merchandise assortment they can’t find anywhere else.”
Saks’ Game Day Capsules feature over 275 exclusive products including men’s ready-to-wear, shoes and accessories as well as women’s and kidswear merchandise. The limited-edition merchandise assortment is infused with a sports-centric aesthetic and a Los Angeles-vibe to honor the location of this year’s game.
Products range in price from $57 to $2,395 and are available for purchase online and in select Saks Fifth Avenue stores. To shop the collection online, visit saks.com/gameday.
The 28 brands participating in the Game Day Capsules collection include Alyx, Balmain, Bossi Sportswear, Casablanca, Celine, Christian Louboutin, Dior, Dolce & Gabbana, Dsquared2, Fendi, Givenchy, G-Star Raw, Helmut Lang, Heron Preston, Hudson, Hugo, Kappa, Just Don, Ksubi, MCM, Off-White, Ralph Lauren Polo, Pur- ple Brand, Reese Cooper, Rhude, Stone Island, Theory and Versace.
Saks showcased the exclusive merchandise assortment in the Game Day Capsule collection in a campaign across its digital channels that included shoppable editorial content, featuring Jeudy, who was photographed wearing a roster of exclusive styles by Just Don, Purple Brand, Reese Cooper and Rhude.
Saks also partnered with media and entertainment company Complex to highlight the campaign through digital editorial content leading up to Game Day. Complex produced two feature stories to introduce readers to Saks’ exclusive Game Day Capsules and reveal top product picks from Saks buyers.
Saks Beverly Hills plans to host a variety of events and experiences leading up to Game Day, including designer public appearances with Purple Brand and Just Don, denim customization with Ksubi and a football arcade game activation with Bossi Sportswear. Additionally, for the first time, Saks will highlight its exclusive merchandise assortment through brand activations at various Saks Fifth Avenue stores across the country leading up to Game Day, including locations such as Atlanta, Chicago, and Houston.
