NEW ORLEANS (WVUE) – The NFL Pro Shop is putting the final touches on a one-stop shopping hub for fans looking to score exclusive Super Bowl LIX merchandise.

The official store, located inside the Ernest N. Morial Convention Center, features all the latest NFL gear, collaborations with nationally known designers, and even pop-up sales from local businesses.

For one New Orleans staple, the Super Bowl offers more than just football, it’s a chance to bring a taste of the city to visiting fans.

“They’re coming by the truckloads, literally,” said Mike Serio of Mike Serio’s Po-Boys, the only restaurant in the city licensed as an official Super Bowl pop-up vendor.

Serio secured the opportunity through connections he made while traveling to Omaha, Nebraska, for the College World Series.

While his LSU-themed eatery is no stranger to large crowds, Serio learned from past Super Bowls that selling merchandise is just as important as serving food.

“A lot of people are coming to town without tickets, not even going to the game, which is pretty awesome,” Serio said.

Serio’s personal history with the Super Bowl dates back decades, recalling a time when tickets were just $15 per seat.

“As a kid, I had enough sense when me and my family went through the line, we got them tore at the perforation,” he said.

YOUR SUPER BOWL AUTHORITY

Inside the Convention Center, the NFL Pro Shop is filled with limited-edition apparel, including special collections from Starter, WEAR by Erin Andrews, and Stoney Clover.

“This collection is probably one of my favorites,” said Starter’s Anthony Shellman, who has a personal connection to the city.

“I got married in New Orleans,” Shellman said. “At the St. Louis Hotel, and my uncle used to work at the Monteleone.”

His design team traveled to New Orleans for inspiration, drawing from the city’s stained glass, cultural richness, and historic landmarks.

As fashion becomes a growing part of NFL culture, designers are eager to impress not just fans but also players who have made a statement with their gameday fits.

“It’s a competition,” Shellman said. “And we show up and show out.”

NFL sideline reporter Erin Andrews has also expanded her fashion brand for this year’s Super Bowl, launching a collection designed specifically for female football fans.

The NFL Pro Shop opens to the public on Wednesday, but fans can also find official merchandise at 17 pop-up shops across the city, including Mike Serio’s Po-Boys.

The NFL Shop location at Ernest N. Morial Convention Center will require a Super Bowl Experience ticket to enter and has the following hours of operation:

Below are two locations that will be open from 1/31 – 2/17:

Limited items also available at the following hotels:

See a spelling or grammar error in our story? Click Here to report it. Please include the headline.

Subscribe to the Fox 8 YouTube channel.

Copyright 2025 WVUE. All rights reserved.