SuperBowl

Under Armour, a sponsor of the N.F.L. Scouting Combine for prospective players, invited fans to test themselves in the same drills at the Super Bowl N.F.L. Experience this year. Fans who ran the 40-yard "Run to Daylight" dash were timed, with the fastest daily participant awarded prizes. Participants wore R.F.I.D. bracelets to sign up for the activities, which allowed them to share their times on social media networks as well as enter a drawing for two tickets to the big game.

At this year's Super Bowl, retailer Express hosted a pop-up shop at the Hyatt French Quarter where invited celebrities and athletes could choose from several button-down shirts and have them embroidered right on the spot. The display also included matching ties and other accessories, as well as a lounge area.