Lowe's Builds a Village With Houses Themed to NFL Teams Ahead of the Super Bowl

Instead of an ad, home improvement chain builds an experiential activation in Miami

MIAMI—Just because Lowe’s isn’t airing a Super Bowl commercial this year, doesn’t mean the hardware giant is sitting out the Big Game. To cap its first year as a sponsor with the National Football League, Lowe’s built an entire neighborhood inside the NFL’s South Beach headquarters, the Miami Beach Convention Center, with each home representing one of the 32 teams across the country.