The heat was on as football’s biggest weekend was celebrated in cold NYC for Maxim Magazine’s annual “Big Game Weekend” event. Maxim magazine is the largest young men’s lifestyle magazine in America reaching nearly 9 million readers each month. As you can imagine, all sorts of interesting people showed up at ESPACE, the 10,000 square feet venue, located on the west side of midtown right at the epicenter of NFL’s Super Bowl Boulevard in the heart of the action. The beautiful MAXIM models danced the night away while grooving to the sounds of DJ JUS-SKE.

Partiers sipped on signature Patrón cocktails, AQUAhydrate® electrolyte enhanced PH9+ water, and snacked on Wonderful® Pistachios.  Philippe by Philippe Chow was handpicked by Maxim from the best restaurants in NYC to cater the event.  Touch by Alyssa Milano showcased their women’s sports licensed fashion collection while Heavenly Mountain Resort brought Lake Tahoe to NYC with an ice luge, shot skis, and more!

The two day VIP exclusive event was hosted by Dirty South on Friday and Grammy nominated artist Kendrick Lamar on Saturday. Guests included Justin Bieber, Aaron Paul,  Jill Zarin, Alyssa Milano, Nikki Bella & Brie Bella- Bella Twins (Total Divas), Jermaine Dupri, Shay Mitchell, Karina Smirnoff, Mercedes Javid (Shahs of Sunset ), Brian Greenberg, Jamie Chung, Steven Tyler, Joey Fatone, Bow Wow, Terrell Owens, Taye Diggs, Steve Howie, Susie Castillo, and more.