San Francisco, Calif. From t-shirts to sweatshirts, hats to helmets and even customized jersey's; the NFL Fan Shop has it all.
This year's Super Bowl isn't just another year of tailgates, game day parties, and endless cheering, it's a big milestone in Super Bowl history.
Fans in San Francisco are calling it "a once in a life time experience" and that means getting souvenirs to remember this unforgettable event.
"Shirts everywhere you want, and you can have whatever you want, but this was the target right here," said shopper Kelly.
Every direction you turn, there's something with the Super Bowl 50 logo, or the mascots from the two teams fighting for the big title.
Fans could get lost in this apparel store all day, but Kelly and her daughter Danielle found exactly what they need.
"I am buying a leather Super Bowl Jersey and hats," said Kelly. "More jerseys but mainly this jacket because this is what we think represents the Super Bowl right here."
Wall to wall, it's a Panthers and Broncos' fans' dream.
"This had to be picked for our daughter," said Rick Schussel. "Our daughter is a 5th grade teacher in Pleasinton and is a huge Peyton Manning super fan."
Even people who say they don't normally buy souvenirs or fan apparel are hopping on the bandwagon.
"I don't normally do the buying," said Lorie Schussel. "It's usually let's get something you know a sweater or something, and I think I may get something... I'm going all out!"