# Branded Apparel Vodka Campaigns Smirnoff Partners with Aleali May for We Do Game Days By Kalin Ned | Published 2026-01-22 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/we-do-game-days References: [tpimediagroup.org](https://www.tpimediagroup.org/sports/national/how-smirnoff-and-aleali-may-are-redefining-game-days-for-the-next-generation-of-nfl/article_ccc6ee8e-4d4a-5c4f-a7a5-7d196e121890.html) The [Smirnoff](https://www.trendhunter.com/trends/the-longest-tailgate) brand is executing a multi-faceted promotional campaign titled 'We Do [Game Days](https://www.trendhunter.com/trends/game-on-shots).' Aligned with the National Football League's championship event — the Super Bowl LX, this marketing effort integrates fashion, cultural events, and consumer engagement activities. The 'We Do Game Days' activation culminates with the release of a final limited-edition apparel collection designed in collaboration with a licensed NFL designer, Aleali May. In addition to the garments, Smirnoff is hosting a high-value sweepstakes offering "a custom, one-of-one varsity jacket designed by May" and a trip to the game. Smirnoff's overall brand strategy extends beyond traditional beverage marketing to include sponsored events focused on [LGBTQ](https://www.trendhunter.com/trends/skyy-says-i-do) inclusion (A Night of Pride with GLAAD), women in business (The Female Quotient Brunch), and immersive fan experiences at the stadium. Image Credit: Smirnoff ## Trend Insights (Trend Hunter) - Score: 7.7/10 - Popularity: 86% | Activity: 82% | Freshness: 62% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Fashion-infused Alcohol Marketing:** Integrating fashion into alcohol marketing campaigns presents an innovative avenue for engaging diverse consumer bases. - **Experiential Fan Engagement:** Offering immersive experiences and exclusive merchandise at major events, such as the Super Bowl, captivates audiences in unique ways. - **Inclusive Brand Alignments:** Brands collaborating with initiatives supporting diversity and inclusion broaden their appeal and reinforce positive social impact. ### Where This Applies - **Alcohol and Spirits:** Combining branded apparel with alcoholic beverages is reshaping traditional marketing strategies within the alcohol industry. - **Fashion and Apparel:** Collaborations between fashion designers and non-fashion brands diversify offerings and create limited-edition collectible items. - **Sports Events and Entertainment:** Partnerships with major sports events provide brands with vast platforms for cross-industry promotional campaigns. ## Related on Trend Hunter - [Playful Summer Drink Giveaways](https://www.trendhunter.com/trends/smirnoff-ice-sunny-days.md) - [Unconventionally Categorized Drinks](https://www.trendhunter.com/trends/smirnoff-ice-drops.md) - [Cocktail-Themed Holiday Campaigns](https://www.trendhunter.com/trends/aperolidays.md) - [Après-Ski–themed Vodka Launch Parties](https://www.trendhunter.com/trends/holiday-vodka.md) - [Larger-Than-Life Sports Campaigns](https://www.trendhunter.com/trends/the-longest-tailgate.md) - [Premium Vodka Cocktails](https://www.trendhunter.com/trends/premium-vodka-cocktails.md) - [Expansive Pride Activations](https://www.trendhunter.com/trends/2slgbtqi-community.md) - [Festive Musician-Led Campaigns](https://www.trendhunter.com/trends/troye-sivans.md) - [Film-Inspired Cocktail Campaigns](https://www.trendhunter.com/trends/patrick-schwarzenegger.md)