Iconix Brand Group’s heritage sports apparel brand Starter is planning its first retail space–a Starter Clubhouse pop-up shop. The move builds on the momentum of last year’s re-launch of the Starter jacket.

The shop will be located at the Paramount Hotel in Times Square in conjunction with Super Bowl XLVIII, which will be the first New York/New Jersey-hosted Super Bowl.

"The goal of the Starter Clubhouse is to provide sports fans the opportunity to experience the different facets of sports culture lifestyle that the brand has pioneered since 1971," says James Ling, vice president of marketing, men's division, Iconix.

The shop will open its doors Jan. 17 and remain open until Feb. 9. In addition to a wide range of NFL, NBA and MLB team merchandise, the shop will also host a series of events including collaboration launches, fan appreciation nights, celebrity DJ sets, a celebrity poker tournament and athlete appearances. The events are being organized in partnership with Carl Banks, president of licensee G-III Sports and two-time Super Bowl champion. The shop will also feature a special edition Super Bowl XLVIII jacket.

"We are excited to work with the Paramount Hotel to celebrate the NY/NJ-hosted Super Bowl XLVIII and recognize the die-hard fans with the Starter Jacket–the most legitimate testimony of team loyalty," says Banks. "We couldn't think of a better location than Times Square to honor the brand's sports heritage and fashion tradition giving it premium positioning during Super Bowl XLVIII."