NEW YORK (CBSNewYork) — It’s game day in New York City.

The NBA All-Star Game will tip off at 8:30 tonight at Madison Square Garden.

READ MORE: Man Stabbed To Death In Bay Ridge, Suspect In Custody

Modell’s Sporting Goods has gotten in on all of the action, hosting events, including 13 athlete appearances at three stores, and selling official All-Star Game merchandise.

“The city is electrifying,” CEO Mitchell Modell told CBS2’s Andrea Grymes. “Adam Silver, the commissioner of the NBA, has put on some party.

“NBA, like the NFL, is an incredible sport,” Modell added. “Brings everyone together. Sports is all about passion. And when people are upset, when teams win, it just brings the whole city all together.”

The merchandise available for sale includes many items to keep fans warm, including pom-pom hats, sweatshirts and polar fleece-lined jeans, as well as, of course, jerseys.

READ MORE: David Robinson, 53, Arrested For Murder Of Woman Who Died After Falling Down Stairs At Subway Station

Modell’s is a local, family-owned store that opened in 1889.

“It started with my great grandfather Morris, who opened up his first store on Cortlandt Street,” Modell said. “And people would come from Russia, and he would sell haberdashery and socks and gloves and sweaters, and then we transformed over the years to Army and Navy discount stores and now sporting goods.”

To watch the full interview, click on the video above.

For more information on Modell’s All Star Game-related events, click here.

MORE NEWS: World Scurries To Contain New COVID 'Variant Of Concern'