Smirnoff creates NFL-inspired merch
Diageo-owned Smirnoff has reprised its ‘We Do Game Days’ campaign for its fifth season as the official vodka sponsor of the National Football League (NFL).
To begin with, the brand has created a limited edition merchandise giveaway, which will launch in early December.
Official licensed NFL designer Aleali May created the range, alongside designers Gavin Mathieu and Kayla Jones.
The first piece, designed by Jones, is a ‘bold, boundary-pushing purse that’s part football, part handbag’.
This will be followed by Mathieu’s football-inspired hoodie, and May’s long-sleeve top and a one-of-one custom varsity game-day jacket.
“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, Smirnoff’s North America brand leader.
“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.”
One fan will receive the ‘ultimate game-day win’, including May’s jacket and a trip to San Francisco during Super Bowl weekend (7-8 February).
“What excites me the most about this collaboration with Smirnoff is that it takes that incredible game-day energy and transforms it into something tangible for fans to express themselves and their love for the sport,” said May.
“As an NFL fan myself, I’ve designed this jacket to channel that collective energy, and I can’t wait to see it go home with one lucky fan.”
Smirnoff has also unveiled a lineup of partnerships and talent collaborations, including Team Whistle. In a new digital series called ‘Wife’d Up, Mic’d Up’, Claire Kittle and Kristin Juszczyk will share their pre-kickoff rituals, from ‘throwing fits’ to mixing up Smirnoff cocktails.
The vodka brand has also partnered with 10 NFL teams, including the recently added Buffalo Bills.
“Teaming up with Smirnoff to bring fans behind the scenes of game day has been so fun,” said Kittle. “We’re talking hot takes, must-see fits, and moments fans don’t get anywhere else, so don’t miss it.”
For last year’s Super Bowl, Smirnoff hosted game-day experiences in New Orleans, Louisiana.
“We Do Game Days has always been about one thing – the fans,” added NFL legend Vernon Davis. “Smirnoff and I go way back, and I’m excited to be helping them remix the game I love for this next generation of fans.”
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