Humbert Lee and Jaden Yo-Eco showcased designs from their clothing brand, Nostalgia at the Origins: An NFL Collection event held at The Pearl event space in San Francisco on Thursday, February 5, 2026
Photo: Shara Talia Taylor – NY Beacon
By Shara Talia Taylor
Ashley Daniel, Director of Marketing and E-Commerce at the NFL, attends the Origins pop-up event in San Francisco in February and shares how designers create special experiences for fans.
Photo: Shara Talia Taylor – NY Beacon
The NFL posted on ‘X’ July 13, “one month until preseason craziness is back”, but the planning for Super Bowl LXI and all the events surrounding the big game in Los Angeles, were in progress at the start of 2026.
The NFL announced in February the official Super Bowl LXI Logo, a design of an aqua and teal colored beach wave surrounded by sunset colors of orange and yellow and a football trophy in the middle, while community and business outreach and efforts to offer opportunities for local businesses to participate, were already happening at the start of the year. Multiple events took place in the San Francisco Bay Area to highlight local businesses ahead of Super Bowl LX in Santa Clara, including a pop-up shop on February 5 held at the Pearl event space, as an opportunity for the public to view and purchase limited-edition Super Bowl LX merchandise featuring designs by local artists.
“This event is celebrating our Origins Collections,” said Ashley Daniel, the Director of Marketing and E-Commerce at the NFL, about the event in San Francisco last February. “What Origins is, is we find local brands that are in the host city where the Super Bowl is and we work with them to design these collections of Super Bowl products that feel really inspired by the city that we’re in.”
The pop-up was called Origins: An NFL Collection. When it took place in February, Daniel had shared that the NFL has multiple partners that make products, but the designs displayed created a different experience for fans.
The three featured brands included were Aaron De La Cruz, Black Scale and Nostalgia.
Nostalgia was founded in the Bay Area by Humbert Lee and Jaden Yo-Eco, designed with the intention to spark memories.
“A lot of our pieces reference a lot of old school memorabilia and old gear,” Yo-Eco said about how they came up with their collection for the Super Bowl. “We like to dive back into the past and kind of bring up our own modern take on it.”
He said for example they use embroidery similar to styles used in the 70s as he showed how they designed a Super Bowl jacket.
Black Scale, founder, Mega (Michael Yabut) offered “street fashion” with designs inspired from the past, present and the future. Aaron De La Cruz’s work was inspired by graffiti. He used this inspiration in combination with the idea of notes for football routes to create his artwork on clothing.
It will be interesting to see how local businesses and artists in the Los Angeles area will be highlighted at Super Bowl LXI .
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