After two sold-out merch drops from Kayla Jones and Gavin Mathieu earlier this season, Smirnoff launches the third and final limited-edition drop designed by trailblazing creative and officially licensed NFL designer Aleali May, available nationwide for a limited time.

The release caps Smirnoff's season-long designer series and marks the public entry point into the brand's headlining Super Bowl LX activation, with one grand prize winner set to receive a custom, one-of-one varsity jacket designed by May and awarded in person during Super Bowl LX weekend.*

Smirnoff at SuperBowl LX
Smirnoff's San Francisco presence will center on a fashion-led activation tied to We Do Game Days. The World's No. 1 Vodka will transform a classic San Francisco trolley into a mobile fashion showcase, serving as the setting for May's custom jacket unveiling to the grand prize winner.

"Super Bowl LX is the natural culmination of everything we've been building with We Do Game Days this season," said Jennifer Holiday Hudson, North America Brand Leader, Smirnoff Vodka. "It's about celebrating the full game day experience — from the behind-the-scenes moments to the personal style and connections that have become just as central to fandom as the game itself."

Throughout the week, Smirnoff's We Do Game Days talent roster — including WAG Claire Kittle and NFL legend Vernon Davis — will appear across select Super Bowl LX moments, sharing their insider perspectives on how game days have evolved into much bigger than the game itself.

Aleali May's Limited Edition Merch Drop
Aleali May caps off Smirnoff's capsule collection today with two pieces commissioned by the brand: a limited-edition long sleeve shirt and a custom, one-of-one varsity game day jacket.

First revealed by People Brands and Things, the varsity jacket combines iconic Smirnoff imagery and NFL-inspired patches to embody the spirit of game day. Complete with a bold statement on the back declaring "Infamous since 1864," this custom jacket is perfect for game days – whether you're rolling up to the tailgate or cheering your favorite team on from the stands.

"The beauty of game days is that it looks different for every fan," said May. "These designs bring together all the things I love about game days — the palpable energy, the individuality and the way fans show up and express themselves."

Additional Touchpoints
Smirnoff will extend the spirit of We Do Game Days throughout Super Bowl LX week through several partner-led moments, including:

• A Night of Pride with GLAAD: A Night of Pride with GLAAD aims to spotlight advances in and the future of LGBTQ inclusion in sports. Presented by Smirnoff, the event returns in its fifth year, featuring performances by Young Miko, Durand Bernarr, Ruby Ibarra and DJ Lady Ryan.
• Illustrated X Tight End University: Smirnoff will serve as the official vodka sponsor of the Tight Ends & Friends Party, serving bold signature cocktails alongside interactive games, music, and an electric celebration.
• The Female Quotient Brunch: In the week leading up to Super Bowl LX, Smirnoff is teaming up with The Female Quotient, the largest global community of women in business, and DraftKings, a leading digital sports entertainment and gaming company. Together, the brands will host a celebratory brunch event that will blend cocktails and conversations among trailblazing women across industries.
• NFL Game Day Experience: Smirnoff is bringing the celebratory and inclusive spirit of We Do Game Days to the official Game Day Experience at Levi's Stadium. Fans can enjoy specialty Smirnoff cocktails, write and share messages on an interactive digital graffiti wall, and dance in the Touchdown Dance Zone with a live DJ. Step into our Runout Tunnel Party for a high-energy, pregame-style moment on Sunday Feb. 8 from 11:00 AM – 2:30 PM PT.

Smirnoff's award‑winning No. 21 vodka is serving cocktails that are perfectly crafted for every game day — especially Super Bowl LX. Fans 21+ can head HERE to find cocktail recommendations for any game day vibe or occasion.