Super Bowl Week Turns San Francisco Into a Streetwear Showroom

During the week leading up to Super Bowl LX, San Francisco became a hub for fashion and pop culture. Celebrities such as Teyana Taylor, Sofía Vergara, Tiffany Haddish, Becky G, Bad Bunny, Eiza González, Jon Bon Jovi, J Balvin, Jon Hamm, and Kevin Hart gathered in the Bay Area, turning the city into a street‑style playground.

The event was more than just football; it featured branded fan experiences, exclusive parties and pop‑up fashion displays that brought together entertainers, athletes and creators under one spotlight.

Apple Music, the halftime show sponsor, staged a high‑profile press conference at Moscone Center with headliner Bad Bunny and radio hosts Zane Lowe and Ebro Darden. The Puerto Rican artist looked sharp in a Botega Benetta outfit, setting the tone for the week’s fashion buzz.

The Bay Area Host Committee treated Super Bowl week as a public showcase, installing photo‑op setups and programming that mixed sports, tech and culture. NFL “Origins” merchandise collaborations with local brands highlighted how Super Bowl retail now includes curated street‑wear drops, not just jerseys and caps.

Fashion houses moved quickly to claim the spotlight: Abercrombie & Fitch hosted a star‑filled presentation linked to the NFL, featuring Christian McCaffrey and Olivia Culpo. The event framed “official fashion” as a core part of the week’s identity rather than an afterthought.

Nightlife moments amplified street‑wear energy, with bold jewelry and experimental looks. Michael Rubin’s Fanatics gathering at Pier 48 attracted Hollywood and sports A‑listers, who treated the scene like a red carpet. Attendees wore performance‑ready outfits and high‑end accessories that read more like luxury street‑wear than traditional formal wear.

The week’s highlights included standout looks from Jon Hamm and Ana Osceola, Tiffany Haddish, and Ciara, among others, showcasing the diverse styles that defined the event.