How Kick The Concrete Tackled Super Bowl LX
- Kick The Concrete
- 2 hours ago
- 7 min read
The Super Bowl is the biggest sports event in the United States. Kick The Concrete was credentialed for the second straight year. After having a great time exploring New Orleans last year, we were stoked to be on the ground in the Bay Area.
The Super Bowl LX festivities were spread out between San Jose and San Francisco with the Seattle Seahawks and New England Patriots battling out the championship at Levi's Stadium in Santa Clara.
Before the Seahawks took home the title in a 29-13 victory and Bad Bunny wowed with a lively halftime show, we were running around north to south and everywhere in between capturing content. We attended press conferences, parties and pop-ups covering the music, fashion and cultural pulse of the moment.
Here's Kick The Concrete's coverage of Super Bowl LX in the Bay Area:
Christian McCaffrey and Luke McCaffrey's Brotherly Battle with Raising Cane's
For the first time in NFL history, the Pro Bowl games took place during the week of the Super Bowl in the same city. San Francisco 49ers star Christian McCaffrey has yet to make it to the big game, but he was selected to his fourth Pro Bowl this season.
The running back spent a day in the Bay Area with his younger brother Luke, who is a wide receiver for the Washington Commanders. They participated in a brotherly competition sponsored by Raising Cane's. The sibling rivalry was on full display as they battled in various activities like a cup stacking contest, a lemon squeeze-off and a drawing competition. Then, they greeted fans to thank them for their support.
Super Bowl LX Opening Night in San Jose with Marcus Jones and DeMarcus Lawrence
Super Bowl week always kicks off with Opening Night, a fan fest where players from both teams participate in light-hearted interviews and other celebrities soak in the moment. Usually, Opening Night is held at the stadium where the Super Bowl will be played. But this year, the event was at the San Jose Convention Center, about an hour south of San Francisco and 20 minutes from Levi's Stadium in Santa Clara. Instead of the usual high-energy of a stadium, the players wandered around a dark room with a strip of fans on the side.
Opening Night is always a commotion, but it was entertaining to see fans screaming for streaming star Sketch and we were able to get two solid questions in!
First, we asked New England Patriots captain Marcus Jones about how he's inspired by music. You might remember his song "Make It Right" was in our Big Dance Tournament.
Then, we asked Seattle Seahawks defender, and Drip Check favorite, DeMarcus "Tank" Lawrence about his sense of style. He was wearing a dangly tank earring, so that was perfect.
We got Andy Borregales to throw up The U!
It was fun to see Jaxon Smith-Njigba looking sharp in some fresh white Oakley shades and witness the crowd around Christian Gonzalez as he spoke about his Colombian heritage and his faith.
Credit: Victoria Hernandez/Kick The Concrete
Bonus: We were right next to Guillermo!
KAWS Family Exhibit at SFMOMA
We always love finding organic things to do in a city not directly related to these mega corporate events. Last year, we toured Longue Vue in New Orleans and learned about the history of the city while checking out the history of women in football.
This year's special event was checking out the KAWS Family exhibit at the San Francisco Museum of Modern Art. It was the New York-based artist's first major showcase on the West Coast.
KAWS is one of the biggest pop culture voices of our generation. He's collaborated with Kid Cudi, Peanuts and General Mills. Although the exhibit was somewhat smaller than expected, it was very cool to learn more about his history and see his bold art close-up. Did you know he picked his artist name because he thought the letters look cool together?
Credit: Victoria Hernandez/Kick The Concrete
NFL Shop at Super Bowl LX Experience
Kick The Concrete got a sneak peek of the NFL Shop at the Super Bowl LX Experience, a fan fest that always holds lots of exclusive collabs and exciting activations. This year, it was fun to see the first limited edition Super Bowl Build-A-Bear. There was only 60 made! The company had the complete experience at the shop, including little hearts to put inside your bear. New Era was offering playful patches with each purchase and Abercrombie & Fitch had merchandise for everyone in the family.
Credit: Victoria Hernandez/Kick The Concrete
Shop GLD had a cool display with iced out helmets on cuban links. Brr!
Credit: Victoria Hernandez/Kick The Concrete
But our favorite brand had to be Pro Standard. Their clothes were simply cool. Two stand out pieces were a quilted black moto jacket with the Super Bowl LX logo BEADED on the back and a varsity jacket that was white on the front but had a colorful ombre on the back. The brand's representative said that the New York-based company wants to make sports merchandise that can be worn every day. We must admit we would wear their stuff 24/7.
Credit: Victoria Hernandez/Kick The Concrete
Nike's "Chase The Smoke" Campaign
Nike stood out throughout the week with their "Chase The Smoke" campaign. Signs with the phrase were seen all over the city.
The brand made its presence known at the Super Bowl LX Experience via a hallway lined with digital posters and a gridiron that declared their motto. The screens flashed between images of the Seahawks and Patriots star players, including Drake Maye and Jaxon Smith-Njigba with motivational sayings like, "It's Never a Hail Mary," "The Proof is in the Pressure," "Before We Snap, My Sympathies," and our personal favorite, "What Breaks You Makes Me." We dare you not to run through a wall.
Swipe to see the motivational messages ->
Super Bowl LX Media Party at EA Sports
The Super Bowl Media Party each year is always a lot of fun and a celebration of local food, music and pizzazz. The past few years we've been, the event has been held at a multi-room facility with lots to see, do, hear and taste.
This year's party was at a much smaller venue, the EA Sports complex. There was opportunities to play Madden '26 and an F1 game and an activation for EA Sports FC. There wasn't a ton of food and the space was a bit crowded. The one highlight was there was a model F1 car from APX GP F1, the fictional team that Brad Pitt and Damson Idris are a part of in the "F1" movie, so that was cool.
Credit: Victoria Hernandez/Kick The Concrete
Visiting Golden Gate Bridge
Like we said with the KAWS exhibit, it's always nice to see local attractions and the Golden Gate Bridge was a must. It's in northern San Francisco, so is a bit of a trek. We happened to visit on a pretty clear day. Apparently fog can cloud the view a lot of the times, so we were thankful. The bridge is majestic and the water is so peaceful. 10/10 recommend.
Credit: Victoria Hernandez/Kick The Concrete
Super Bowl LX Experience
Every year, the Super Bowl has a fan experience with activations, historic displays, player appearances and more. It's a great option for families who can't afford to go to the actual game and still want to celebrate the NFL season. We had a lot of fun at the Invisalign booth where you could get a custom playing card with a picture of you pretending to dive for a football. Jersey Mike's also had a neat activation where you could "fish" for a prize. And Visa had a pop-up where you could get a custom poster or pick up a limited edition print.
Swipe to see the activations at the Super Bowl LX Experience->
We always adore the Tiffany & Co. football wall. It's just so chic. And Shop GLD was present here too with a large display of jewelry representing each team and an interesting gold football helmet and pads that was simply luxurious.
Credit: Victoria Hernandez/Kick The Concrete
Levi's Stadium for Super Bowl LX
We decided to take a gander down to Santa Clara to see Levi's Stadium for ourselves. We weren't surprised that it was pretty gated off, but we were surprised to see that it's in a residential area with little to no fanfare around it.
Here's a few snaps we got!
Credit: Victoria Hernandez/Kick The Concrete
NFL Origins Collection
One of our favorite events to cover during Super Bowl week is the NFL Origins pop-up. This program embodies what Kick The Concrete is all about, authentic storytelling from the community. For this year's collection in San Francisco, the league tapped Aaron De La Cruz, Nostalgia and Black Scale to put on for The Bay. We really enjoyed chatting with De La Cruz and Jaden Yo-Eco and Humbert Lee from Nostalgia about what it meant to them to be part of the program.
Credit: Victoria Hernandez/Kick The Concrete
Starter Party at Super Bowl LX
Starter had a strong presence throughout Super Bowl week. Their classic jackets were worn all over the city and they made a splash with their Avirex collab. Not to mention the bright blue Bad Bunny jackets that everyone wanted. We attended their party where they had music, drinks and a customization bar. It was a good time.
Tight Ends & Friends Party with Travis Kelce
Kick The Concrete ended our Super Bowl LX trip strong by swinging by the Tight Ends & Friends party hosted by Tight End University and Sports Illustrated. We showed up super late because we were trying to decide what to do and everything in the city is so spread out. But we were actually right on time!
A little after we arrived, around 12:30 am, Travis Kelce joined Loud Luxury at the deejay booth! He sang along to his favorite song, "Fight For Your Right" by the Beastie Boys, and then the deejay duo mixed Rihanna's "We Found Love" with Taylor Swift's "You Belong With Me." We were kind of disappointed and wanted to jam out to some RiRi, but it was cute for the moment I guess... Mark Ingram was there, so that was cool!
Since we were only credentialed for the week and not the actual game, we decided to head out on Friday. We are so grateful for another Super Bowl festivities in the books!