BUILT IN THE OPEN
Super Bowl LVII, Phoenix: NFL Shop, Nike and the Fanatics Super Bowl Party
The Arizona Biltmore never disappears behind the production. Mountains, palms and desert light stay in the frame from build through party.
Across two days I photographed the build, finished environments, NFL Shop and Nike Football at the Super Bowl Experience, retail across Phoenix and the Fanatics Super Bowl Party.
SUPER BOWL LVII HIGHLIGHTS
Across Phoenix
FROM LAWN TO VENUE
The build at the Arizona Biltmore
At the Biltmore, the venue begins as open lawn.
The canopy, iridescent arch, retail structures, stage and lounges arrive piece by piece against a landscape that never leaves the frame.
THE PUBLIC SIDE OF THE WEEK
NFL Shop and Nike Football at the Super Bowl Experience
At the Super Bowl Experience, the audience changes.
Kids in jerseys, families and fans move through NFL Shop and Nike Football, while the same program extends into Macy’s with Lids and Dick’s Sporting Goods across Phoenix.
FINISHED, STILL PHOENIX
The Biltmore, before doors
Before doors, the production is complete but the landscape is still part of it.
The canopy catches the sun, the Fanatics mark sits between palms and the mountain, and the iridescent arch changes with the light.
EVERY PATH CROSSES
The Fanatics Super Bowl LVII Party
The lawn never really divides into separate rooms.
Shaq crosses Lil Baby with Jay-Z behind him. Drake stops for a selfie with two kids. Michael Rubin keeps moving through the crowd.
People who arrived for completely different reasons keep ending up in the same frame.
THE STAGE KEEPS REACHING OUTWARD
The stage at the Biltmore
Ferg brings up a young fan. J Balvin is shaking hands through the smoke. Robert Kraft and Tiffany Haddish end up dancing.
During Travis Scott’s set, he stops the music, passes a bottle to Robert Kraft, tells the front rows to put their phones down, then reaches out and bats my camera down.
It is the last frame I make of him.
Phoenix · Las Vegas · New Orleans · San Francisco
Four consecutive Super Bowls
Explore the complete Super Bowl photography body of work.
Super Bowl LVIII, Las VegasSuper Bowl LIX, New OrleansSuper Bowl LX, San FranciscoAll four Super Bowls
More work with these clients: Fanatics VIP watch partiesTom Brady’s Make-A-Wish event for FanaticsFanatics Sportsbook at FedExFieldNFLPA Rookie PremiereBrand activation photographyCommercial event photography
Common questions
Frequently asked questions
Who hired you for Super Bowl LVII in Phoenix?
Brand Activation Services, to photograph work for Nike, Fanatics and NFL Shop across two days of Super Bowl LVII week in Phoenix. It was the first of the four consecutive Super Bowls I have shot for Simon Miller’s team.
Where was the Fanatics Super Bowl LVII Party?
On the lawn at the Arizona Biltmore in Phoenix, on Saturday February 11 2023. I photographed the build, the finished grounds before doors, and the party itself.
What did you photograph during Super Bowl LVII week?
The Arizona Biltmore build, the finished environments before doors, NFL Shop and Nike Football at the Super Bowl Experience at the Phoenix Convention Center, Nike retail installations at Macy’s with Lids and at Dick’s Sporting Goods, and the Fanatics Super Bowl LVII Party.
Who performed at the Fanatics Super Bowl LVII Party?
Performances included Travis Scott, J Balvin, Lil Baby, Meek Mill, DJ Khaled, Bobby Shmurda, Ferg and Drew Taggart of The Chainsmokers, and Tiffany Haddish debuted a song of her own.
Did you photograph the game at Super Bowl LVII?
No. Phoenix was a two-day assignment covering the build, the retail activations and the party. In-stadium game day coverage began the following year at Super Bowl LVIII in Las Vegas.
Let’s work together
Building something for a big week?
Whether it’s a build-out, a retail activation, a private party or a multi-day program, I’d love to hear about it. Send the date, the city and what you’re making, and I’ll get back to you personally.
Based in Minneapolis, on site wherever the build is.
Get in Touch or email directly: jackson@jacksontylereddy.com