Smirnoff Remixes NFL Game Days With Style, Star Power & Fan Experiences

Smirnoff is turning game day into a full fan experience, with fashion, talent, and exclusive moments redefining NFL fandom.

For its fifth season as the Official Vodka Sponsor of the NFL, Smirnoff is taking the "We Do Game Days" campaign beyond the stadium.

The brand is collaborating with style icons and athletes to offer exclusive merch drops, behind-the-scenes content, and digital experiences aimed at a younger, fashion-forward fan base.

The campaign features limited-edition pieces from Aleali May, Gavin Mathieu, and Kayla Jones, including:

• Football-inspired hoodies
• Varsity jackets
• Statement handbags

Fans 21+ can sign up for alerts to catch each drop, with May’s one-of-one custom gameday jacket offering one lucky fan a trip to San Francisco during Super Bowl LX weekend.

"What excites me the most about this collaboration with Smirnoff is that it takes that incredible gameday energy and transforms it into something tangible for fans to express themselves and their love for the sport," May said.

NFL legends and WAG stars also feature prominently.

Vernon Davis and Claire Kittle star in behind-the-scenes content, giving fans a peek at pre-game rituals, fashion moments, and Smirnoff cocktails through the new digital series "Wife’d Up, Mic’d Up." 

"As NFL fandom continues to evolve and new generations redefine what game days look like, Smirnoff is building on that energy with a fresh take on how We Do Game Days," said Jennifer Holiday Hudson, NAa Brand Leader, Smirnoff Vodka.

"We've always been a brand that stands for connection and good times, and we're bringing that same spirit to how today's fans enjoy all things surrounding the game."

A Touchdown Experience

Smirnoff's latest efforts integrate fashion and fandom across multiple touchpoints.

Kayla Jones launches a boundary-pushing purse in early December, and Mathieu will follow through with a football-inspired hoodie on January 12.

Meanwhile, May is set to cap the series on January 21 with her custom long-sleeve top and varsity jacket.

Alongside merch, Smirnoff partners with DraftKings and Team Whistle to deliver digital content that includes sneak peeks, tutorials, and curated gameday cocktail suggestions.

Partnered NFL teams, now including the Buffalo Bills, will highlight fandom across social channels.

Overall, the brand is offering fans both online and in-person engagement opportunities, boosting awareness and integrating itself into the booming sports culture. 

Lessons From Smirnoff’s NFL Collab

The vodka brand is offering a case study in how to combine brand culture with fan lifestyle like a perfectly mixed vodka cocktail. Here, we learn:

• Partnering with designers and talent can translate fandom into fashion, creating tangible, shareable experiences for younger audiences.
• Digital content and behind-the-scenes access amplify engagement, proving that gameday culture doesn't start and end in the stadium.
• Integrating campaigns across products, social channels, and experiential activations keeps brand messaging cohesive and culturally relevant.

Other brands have leaned into similar territory.

For example, Coors Light tapped country star Shaboozey for a limited-edition apparel drop.

Meanwhile, McDonald's launched "Employee of the Month" tees and jackets with star athlete (and ex-McDonald's employee) Nigel Sylvester. 

Tried and tested, this strategy of cross-collaboration is set to dominate sports fandom and beyond in the years to come. 

Our Take: Can Fashion Drive Football Fandom?

We've seen it countless times before.

The answer is yes.

Fashion is often a new entry point for younger fans to feel part of the game.

Aleali May’s designs, paired with digital storytelling, can make football fandom expressive and social.

There’s a risk in overloading campaigns with too many elements, but here the combination feels curated and purposeful.

For marketers, it’s a reminder that culture and commerce can coexist if executed thoughtfully. 

In other news, Walmart recently launched its largest Black Friday push with Walton Goggins as the Grinch, showing how storytelling drives engagement across industries.