Vineyard Vines, the lifestyle brand known for its smiling pink whale logo, announced the debut of a pop-up in-store activation at Vineyard Vines Grand Central.

The Unlock Your NFL Fan Style experience is in partnership with the National Football League (NFL), and will celebrate the Vineyard Vines’ idea that Every Game Day Should Feel This Good. Customers will experience an NFL-inspired locker room and interactive end zone, plus have the opportunity to win NFL tickets, apparel and a variety of discounts, as well as showcase their signature touchdown celebrations. The pop-up will offer vineyard vines NFL licensed product for all 32 teams and be on display from December 14th, 2018 through February 4th, 2019.

“We are excited to share our love of the sport through the creation of our licensed NFL collection,” said Ian Murray, Vineyard Vines CEO and co-founder. “Bringing this fun and engaging experience to our customers serves as the perfect complement to not only our licensed NFL collections, but also our entire assortment,” added Shep Murray, Vineyard Vines CEO & co-founder. “We couldn’t be more thrilled to continue to share our love of football with our customers and give them an exciting in-store experience.”

“We are excited that Vineyard Vines is providing our fans a new way to express their fandom through personal style and their NFL collection. This provides a great avenue for fans of both brands to show off their love for their team at work or at home,” said Michelle Micone, NFL senior vice president of consumer products.

The Unlock Your NFL Style activation will be live at vineyard vines Grand Central Terminal store, 89 E 42nd St., New York, NY through February 4th, 2019.