When Super Bowl guests come to town next year, Target wants to show them how to enjoy Minnesota for its snow and cold – not in spite of it.
Ahead of the big game, the Minneapolis-based retailer has teamed up with outdoor clothing company Askov Finlayson to design a limited-release collection that embraces the "true spirit of the North."
It's a movement that's at the heart of Askov Finlayson.
Founded by brothers Eric and Andrew Dayton, – yep, Gov. Dayton's sons and members of the Dayton family who once owned, you guessed it, Target – the clothing company is inspired by Minnesota’s traditions of exploration and year-round enjoyment of the outdoors.
The brothers' North Loop shop is known for its winter hats and sweaters emblazoned with the word "North," along with its selection of top-quality, but pricey outdoor gear.
The Target collaboration is an opportunity for Minnesotans to snag a piece of the brand for a lot cheaper.
Askov Finalyson for Target features more than 50 products, including clothing and accessories for men, women, kids, toddlers and babies, as well as home décor and fun winter items – like a snow tube, which Eric Dayton says is his favorite piece in the collection.
"I have a four-year-old son and it’s been so fun to rediscover a child’s love of winter through him," Dayton said in a news release.
"I think we adults forget about the importance of setting aside a little time for play, for fun. So hopefully the tube inspires little kids and us big kids to go have fun together."
Prices range from $5 to $40, with most items under $30.
The collection will be available Jan. 14 to Feb. 24, or while supplies last, at 38 Minnesota Target stores and Target.com.