Fashion Touchdown: A misstep in branding or a great idea?

For anyone who lives in the U.S.and works in advertising, there is no bigger annual event than Super Bowl (Personally, I have little idea what's going on in American football and advertising bores me). But, it's the time when brands go crazy, on the TV-screen and off-. And when I say that brands go crazy, I mean all brands. Even those that - for all intents and purposes - have nothing to do with either football, men or beer. But, brands are all about in-the-moment relevance, it comes as no surprise that Bloomingdale's wanted to jump the Super Bowl wagon. The retailer created a fashion/football auction where the lucky bidder can win one of the helmets exclusively designed by one of the 48 designers ranging from unknown rookies to Cynthia Rowley. All proceeds are going to NFL Foundation. Is the idea of fashion touchdown a branding faux-pass or a great opportunity? I'd need to see how many people actually bid on, in all truth, very neatly designed helmets to know the answer.