Inside the Week Before Football’s Biggest Game
Exclusive interviews with Deion Sanders and Kyren Williams, high-energy product previews, citywide celebrations, and more.
This story is produced in partnership with Lexus and the all-electric Lexus RZ. As the dust settles after the Big Game, attention turns from the spectacle itself to the moments, ideas, and creativity that surrounded it. In that same spirit, the Lexus RZ represents a new generation of performance — one defined not just by power, but by intention, design, and the lasting impact it creates.
Growing up in the Pacific Northwest, my football fandom was determined at birth. I’ve been a lifelong fan of Seattle. When I found out not only that I would be attending the world’s biggest football game, but that my team would be the favorite to win it, I was left speechless. It was my first time watching a professional game in person, and I can’t imagine I’ll experience anything like it again.
While my excitement peaked when the football season culminated in the moment that every fan dreams of, the entire week leading up to it was special. Courtesy of Lexus USA, I was on a mission to attend as many activations, athlete appearances, and celebrations as possible. Now that the chaos has settled, here’s a look back at the week’s highlights.
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Jordan Family House
Jordan Brand
Jordan Brand
Jordan Brand
Jordan Brand
Kicking off the week of excitement was the Jordan Family House. The Jumpman team took someone’s multi-floor home and flipped it into a special destination featuring everything from a content studio to a mini art gallery. The Air Jordan 6 archive room immediately caught my eye upon entering the space. Not only did it spotlight classic colorways and football PEs, but it also included Travis Scott-signed collab pairs, too. The cherry on top was a one-of-a-kind grail: the original genie shoe from a 1991 Spike Lee commercial for the AJ6. While in the space, I noticed Puka Nacua and Myles Garrett perusing the artwork dedicated to the brand’s athletes. My stop was completed with a visit to the Embargo Room, where I previewed Jordan Brand products I can’t talk about (yet).
Meta House
Logan Fairbrother/Hypebeast
Logan Fairbrother/Hypebeast
Logan Fairbrother/Hypebeast
Next door to my hotel was another invite-only event: the Meta House. Walking down the steps, I entered a space filled with the latest wearable technology. I started with a trial of the Oakley Meta Vanguard glasses, which captured my lackluster spiral as I struggled to rack up points in the football toss. Thankfully, a trip to the snack bar let me forget all about my low score. From there, I finally got to try out glasses with an in-lens display for the first time. It took me a moment to get acquainted with it, but when everything clicked, it was like magic. Being able to look up items in front of me on the fly and have live captions for conversations was an eye-opening experience.
adidas Brand Hub
Adidas
Adidas
Adidas
Adidas
From wearable tech, I shifted gears toward the waterfront. After taking in the picturesque scenery, I entered adidas’ friends-and-family-exclusive gathering. Over 20 unique football cleats were on display, ranging from the Anthony Edwards 1 Cleat to new collaborations with Hellstar and Y-3. One of the biggest stars of the week, Bad Bunny, had a room dedicated to his upcoming footwear and apparel with the Three Stripes. However, it was strictly a no-photography zone. As I continued through the space, grabbing a light bite, I took in the impressive view and noticed adidas CEO Bjørn Gulden standing next to me.
eBay End Zone
Ebay
Ebay
Ebay
Ebay
Ebay
Just a few blocks away, the energy shifted from brand showcase to collector culture at the eBay End Zone pop-up. When I first came by, a huge crowd had amassed to see Jerry Rice on stage. The San Francisco legend was one of several notable athletes to host livestreamed auctions. Christian McCaffrey and Rob Gronkowski also brought energy by making appearances. Other vendors had streams running on eBay Live, offering everything from trading cards to high-end watches. Before heading out, I made sure to grab myself a commemorative tee and check out the vintage shopping zone. From retro Starter jackets to Raf Simons x adidas kicks, the curation was on point.
Nike Athlete House ft. Kyren Williams
Nike
Nike
Nike
Nike
Nike, of course, had its own statement to make. The brand converted Japanese-Peruvian restaurant Chotto Matte into an “Athlete House.” The sushi was out-of-this-world, but that wasn’t the only hospitality element. Unique football cleats were on display throughout the space, alongside a demo station for the Mind 001. The Swoosh even had a golf simulator installed on the sunny rooftop. After dusting off my swing, I made my way to the sunglasses zone. I forgot to pack a pair, so I was excited to learn that I could walk away with my model of choice. I was keen on grabbing another souvenir over at the customization corner, which featured artwork by local artist SKO Habibi. Amidst all of this action, I spotted Seattle icon Russell Wilson and Los Angeles powerhouse Kyren Williams, the latter of whom I spoke to briefly on the way out. Before we left, I asked him a few quick questions about the week and what it meant to be part of it.
How are you enjoying the week so far?
Kyren Williams: I feel good, man. Being here is an opportunity that not everybody gets. I wish I were playing this weekend, but to get involved is a blessing.
We’re here with Nike. What does being connected to the Swoosh mean to you?
I remember being a kid, going on the Nike site, and wishing that I could buy stuff. Now, I’m at the Nike Athlete House ahead of the biggest football game of the year, and it’s amazing. I’ve worked my whole life to get where I am, but to be connected with such a great company means everything to me.
I see you have some Air Max 95s on today. What’s your favorite Nike silhouette?
Foamposites. I had waited for a pair of Penny Hardaway’s shoes when I was younger. I didn’t end up getting them then, but that’s when my addiction began.
What are you most looking forward to this week?
Spending time with my family. I have my mom and sister out here. We’re going to the award show tonight, and we all get to walk the red carpet. Being able to share the experience with them is my favorite part of this.
Marriott Bonvoy House Presented by Visa
Marriott Bonvoy/Logan Fairbrother/Hypebeast
Marriott Bonvoy/Logan Fairbrother/Hypebeast
Marriott Bonvoy/Logan Fairbrother/Hypebeast
Marriott Bonvoy/Logan Fairbrother/Hypebeast
With a packed week nearly complete, it was time for something strictly fun. The San Francisco Mint, a national historic landmark, was the venue for Marriott Bonvoy’s party. Vaults and bright ballrooms were converted into photo moments and dining rooms. In between snacking on the city’s popular cuisines, I grabbed a picture with Bijan Robinson and Jordan Mailata. The two later took the stage with Adam Devine for a Q&A, preceding a performance by The All-American Rejects. Taking the stage with a lively rendition of “Dirty Little Secret,” it was as if I had been taken back in time to my childhood, when the rock band was on heavy rotation in my OG iTunes library.
Deion Sanders at the Nike Smoke Shop
Nike/Logan Fairbrother/Hypebeast
Nike/Logan Fairbrother/Hypebeast
Nike/Logan Fairbrother/Hypebeast
Closing out the action, I pulled up to the Nike Smoke Shop hosted by Shoe Palace Union Square. The store had hopped into a time machine, transporting us back a few decades. Vintage kicks and airbrushed tees were accompanied by a ‘90s great himself, Deion Sanders. When he stepped up for his panel, the space lit up with excitement, especially the youth football crew that mobbed him at the entrance. While we watched Coach Prime unveil a variety of never-before-seen Nike PEs, we were also bestowed with wisdom from the one-of-a-kind athlete. Afterwards, I was ushered into a private room, where I was swiftly surrounded by cameras and people eager to get a word in with Coach. But for a few minutes, all the noise was blocked out, and it was just the two of us sitting side by side for an interview.
How are you feeling?
Deion Sanders: I’m excited, I’m happy, I’m elated. This was a phenomenal event. Hats off to everyone who put it together.
You recently brought back your signature line with Nike. What has the experience of seeing your shoes be welcomed by the masses again been like for you?
Nike has been full speed ahead in making sure we bring quality, not just quantity. And the fans, they sell them out like hot cakes, and I’m happy. Now, [with the shoes revealed today,] you’re starting to see more breakthroughs.
I’m really excited about my son’s first shoe. We’re continuing the [Air DT Max ‘96] line with a low-top for him. Seeing your kid’s face on a shoe is a blessing. I don’t think there’s ever been a line where the father passed it on to the son. It’s wonderful.
How do you hope people feel when they lace up your shoes?
I want them to have that confidence, that faith, that je ne sais quoi. That thing that propels them to the next level, knowing they can do anything.
