Smirnoff Drops NFL Giveaway With Limited Merch And Super Bowl Experience

Smirnoff is officially changing the way America does game day. Returning for its fifth season as the Official Vodka Sponsor of the NFL, the brand is kicking off a bold new era of sports fandom, one where fashion, culture, and football collide. The 2025–26 “We Do Game Days” initiative expands beyond the stadium and deep into the fan experience, tapping WAG superstars Claire Kittle and Kristin Juszczyk, former NFL tight end Vernon Davis, and some of fashion’s most influential designers to create a gameday celebration unlike anything fans have seen before. At the center of the campaign is a limited-edition Smirnoff-commissioned merch drop, uniting powerhouse creatives Aleali May, Kayla Jones, and Gavin Mathieu, each bringing their signature style to the world of football.

According to May, collaborating with Smirnoff for this new chapter was an instant yes. “Smirnoff knows how to make game day feel big,” May told The Blast. “I loved the idea of bringing style into that energy and creating pieces that celebrate fans in a fresh way.”

The brand’s merch rollout spans from early December through late January, giving NFL fans (21+) multiple opportunities to snag exclusive pieces:

• December 15: Kayla Jones, designer and founder of Women With Ballz, unveils a bold football-meets-handbag purse.
• January 12: Gavin Mathieu releases a football-inspired hoodie under his cult-favorite Supervsn label.
• January 21: Aleali May caps off the collection with two Smirnoff-commissioned pieces, a sleek long-sleeve top and a one-of-one custom varsity gameday jacket, the centerpiece of the entire capsule.

For those looking to check out the merch, folks can sign up for reminders at smirnoff.com/en-us/join-gamedays-notify?

May says designing for sports fans required a blend of nostalgia, energy, and emotional connection. “I pulled from the real game-day experience, nostalgia, hype, community,” she explained. “I wanted pieces that feel elevated but still easy to wear… meant for those game days, and beyond.”

As one of the few official licensed NFL designers, May understands the weight of getting it right. “Sports fans have deep emotions,” she said. “My job is to make something stylish that still feels true to their team pride.”

This philosophy guided her approach to creating something universal rather than team-specific. “The challenge was making something universal without leaning on specific teams,” she said. “Once I focused on the shared experience of being a fan, the design direction became a great trophy.”

Smirnoff is also giving one lucky NFL fan the ultimate Super Bowl weekend prize! A trip to San Francisco during Super Bowl LX and Aleali May’s exclusive, one-of-one varsity gameday jacket. The drop is expected to be one of the most coveted fashion moments of the NFL season, uniting sports, hypebeast culture, and high-fashion storytelling.

Smirnoff’s game day campaign isn’t just about style, but it’s about personality. Through a new digital series with Team Whistle titled “Wife’d Up, Mic’d Up,” NFL WAGs Claire Kittle and Kristin Juszczyk are giving fans front-row access to their pre-kickoff rituals, from outfit-building (“throwing fits”) to mixing their favorite Smirnoff cocktails. Their behind-the-scenes energy has quickly become a highlight of Smirnoff’s fan-forward approach, especially after the success of the first episode.

In addition to its talent collaborations, Smirnoff is activating across ten partner teams this NFL season, including the newly added Buffalo Bills, ensuring that its gameday presence touches fans across the league.

Aleali May says the secret to merging fashion and football is treating both worlds with the same level of intention. “I treat team spirit the same way I treat luxury, through detail and intention,” she said. “When the silhouette, story, and function all speak to each other, that’s the sweet spot.”

Her styling advice for fans? “Layer smart. A clean base, a statement jacket, and subtle pops of team color always work. High-low styling is the secret to looking effortless.” And the number-one mistake she sees? “Fit! People forget how important fit is. Tailor it, crop it, layer it, make the fanwear feel like you.”

As one of the most boundary-pushing creatives in sports fashion today, May hopes her involvement inspires the next generation. “Your lane can be as wide as you want,” she said. “Blend worlds, take risks, and trust your perspective, even if there’s no blueprint for it yet.”

Between its star-powered WAG content, exclusive designer capsule, and deep NFL partnerships, Smirnoff is turning the 2025–26 season into its most fashion-forward, fan-focused game day experience yet.

And if Aleali May’s custom jacket is any indication, this is the year sports style becomes the main event.