Atlanta-Based Creative Marketing Solutions Partner to Support the Host Committee in Providing Swag and Apparel to Team ATL

ATLANTA, September 18, 2018 – The Atlanta Super Bowl LIII Host Committee (Host Committee)  announced today that it has partnered with The Icebox, the official uniform supplier for the  Host Committee’s Team ATL volunteer program, to design and produce this year’s extensive collection of apparel, gear and accessories that will be gifted to its 10,000 hand-selected volunteers.

“The Icebox was a natural fit for our team”, says Lee Hendrickson, Host Committee vice president, community engagement and volunteer programs. “Early in the decision-making process, The Icebox demonstrated its vast creativity and ability to deliver unique, quality products within a relatively short timeline. The company’s apparel background along with sourcing experience and highly-customized design were key differentiators.” 

The Icebox CEO and Co-Founder, Jordy Gamson noted that this type of high-profile partnership is an incredible opportunity for an Atlanta-made brand like The Icebox. 

“Participating in the design from concept to completion of the Host Committee’s volunteer uniforms is a true honor. We take our role seriously in the representation of our city. Not only are these exclusive uniforms designed with a high attention to detail and craftsmanship, but with the understanding that they need to stand out as a recognizable symbol of Atlanta.” 

The  Host Committee has been working closely with the creative experts at The Icebox to cultivate a uniform look that encapsulates the celebration and elevation of Atlanta communities. To support the Host Committee’s Legacy 53 sustainability pillar, one of the pieces of the uniform collection will be made from recycled plastic water bottles, collected from Mercedes-Benz Stadium and Hartsfield-Jackson Atlanta International Airport and repurposed into fabric to create a unique and sustainable collector’s piece. 

The uniform was locally designed by The Icebox in-house design team, which spent weeks working to make the entire collection as functional, comfortable and as high-performing as possible. Every volunteer will receive  six components as part of their uniform, which is purposefully designed for distinct identification and visibility to Atlanta guests. In addition to the core pieces, The Icebox designed complementary accessories to complete the overall look. This December, more than 75,000 items will be kitted and handed out to Team ATL volunteers, who will be wearing these custom-designed pieces during key Super Bowl LIII official events, such as Super Bowl LIVE, the multi-day free concert event in Centennial Olympic Park.

In addition to creating uniforms for the Host Committee’s 10,000 volunteers, The Icebox will provide additional promotional items in support of the volunteer program and participate in the uniform reveal, which is scheduled to occur on Sunday, October 28, at Mercedes-Benz Stadium.  


Media contacts:
Paige Cannon Fuller
The Icebox

Erin Shearer
Super Bowl LIII Host Committee 

About Atlanta Super Bowl LIII Host Committee

The Atlanta Super Bowl LIII Host Committee is the liaison between the National Football League, the City of Atlanta and the local community. Formed in 2017 under the Championship Hosting Division of the Atlanta Sports Council, the Host Committee is responsible for helping to plan, organize and support activities and events that will enhance the Super Bowl LIII experience for the city, state and region. For more information, visit:

About The Icebox

The Icebox is a full-service branded apparel and merchandise agency. Founded in 2001 and based in the heart of Atlanta on the Atlanta Beltline, The Icebox provides custom, turn-key services to its corporate clients including product sourcing, in-house design and production, warehouse fulfillment, and global distribution. In addition to its unique, agency-style approach to clients’ marketing and branding needs, The Icebox is dedicated to giving back and helping the greater community as an active participant in many non-profit organizations and causes across Atlanta. For more information, visit: