The retailer said it will launch an exclusive capsule collection by Askov Finlayson, to help customers and game-goers embrace the spirit of the north — and stay warm at the stadium.
The brand was launched by Eric Dayton, the great-great grandson of Dayton Dry Goods founder George.
The line will bow on Jan. 14 in 38 Minnesota stores and online, just in time for the big game. The line features apparel and accessories for men, women, kids and babies, as well as home products. Target said its in-house design team created the Super Bowl volunteer uniforms.
Target Plaza Commons on Nicollet Mall, where Target’s headquarters are located, will be turned into a winter wonderland with everything hearty souls would need to brave the game.
As part of the partnership with Askov Finlayson, Target and the cold-weather brand are providing a joint grant to the Wilderness Inquiry, a Minnesota nonprofit that helps underserved kids across the state experience the joy of winter activities.