GAME ON: New York City’s retailers have caught Super Bowl fever. The game will be played at MetLife Stadium in East Rutherford, N.J., on Feb. 2.

Bloomingdale’s has teamed with the Council of Fashion Designers of America on 48 custom-designed Super Bowl XLVIII helmets that will be showcased in its six Lexington Avenue windows in mid-January. There will also be dedicated NFL and Super Bowl merchandise on sale throughout the Bloomingdale’s stores in the New York metropolitan area. Not to be outdone, Macy’s will install a 50,000-square-foot NFL shop on the fourth floor of its Herald Square flagship in January, sources said. Saks Fifth Avenue will be unveiling a series of in-store shops and events in mid-January, including a charity brunch and fashion show with Off the Field, the NFL Player’s Wives association.

This story first appeared in the December 11, 2013 issue of WWD. Subscribe Today.

Modell’s, one of the Northeast’s largest sporting goods chains, expects to install windows and concept shops in its stores in the area in mid-January, said chief executive officer Mitchell Modell.

Hoopla for the game will culminate in the conversion of Broadway between 34th and 47th Streets into “Super Bowl Boulevard” from Jan. 29 to Feb. 2. The four-day extravaganza will bring together musicians, food and drink, live television broadcasts, NFL autograph sessions and interactive fan events, including a 60-foot toboggan ride that is expected to draw some one million people.