NEW YORK -- Fashion meets football in New York City and it's grabbing the attention of people passing by Bloomingdale's.
"Bloomingdales' New York Heritage combined with the fact that Super Bowl XLVIII is taking place in our back yard gives us an opportunity to merge fashion and sports in a modern way," said Frank Berman, Bloomingdale's executive vice president 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 and the NFL are auctioning off 48 one-of-a-kind Super Bowl XLVIII helmets. You can see them here. These helmets are personally customized by the fashion industry's top designers.
"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," says Steven Kolb, CFDA CEO.
All of the net proceeds benefit the NFL Foundation, a nonprofit organization dedicated to improving the lives of those touched by the game of football.
Through its grant programs the Foundation supports youth and high school football programs, health and safety efforts, as well as community health initiatives, including NFL PLAY 60.
The minimum bid for each helmet will be $248, celebrating the 48th Super Bowl which is taking place across two states.