NFL Taps Three Vegas Brands for Next Iteration of Origins Program – WWD

The National Football League is continuing its effort to shine a light on local creatives for the Super Bowl.

Called Origins: An NFL Collection, the initiative is an ongoing merchandise collaboration program that provides an opportunity for local designers in NFL event host cities to create and sell Super Bowl-themed merchandise. 

This year, the game will be played at Allegiant Stadium in Las Vegas on Feb. 11 and the league has selected three companies — Feature; Love, Hand & Heart, and Urban Necessities — to produce exclusive capsule collections.

Feature is a multibrand boutique founded by three Las Vegas locals that also gives back to the community through its Doing Good Things Foundation. Love, Hand & Heart is a woman-owned wearable art company, and Urban Necessities is a sneaker resale and consignment shop founded by husband-and-wife team Jaysee and Joanie Lopez.

Los Angeles-based MadebyJames from the production company Basewood also created videos for each brand that will accompany the social media campaign.

“Now in its third year, Origins: An NFL Collection continues to be a testament to the NFL’s commitment to supporting our event host cities while enhancing the fan experience through fashion and design,” said Joe Ruggiero, senior vice president of consumer products at the NFL. “We are happy to welcome Feature, Love, Hand & Heart and Urban Necessities to the Las Vegas chapter of Origins, and to highlight their creativity and imaginativeness through Super Bowl LVIII merchandise.”

Their collections will be introduced at a pop-up event at the venue space, Nine Twenty, on Feb. 8. The free event is being produced by Six Degrees, a Black-owned marketing agency, and the collections will be sold on the NFL’s website beginning Feb. 9.

The NFL teamed with local creatives in Arizona before Super Bowl LVII in Glendale, Ariz., last year and in Los Angeles the prior year.