• by Teresa Buyikian , 5 hours ago

The official vodka sponsor of the NFL is celebrating fandom with several new limited-edition merchandise drops and an online show featuring popular football players' WAGs (wives and girlfriends).

Smirnoff this week unveiled a giveaway for a new line of limited-edition, Smirnoff-commissioned merchandise. The swag, an extension of the brand’s ongoing  “We Do Game Days,” campaign, was created in collaboration with official licensed NFL designer Aleali May, alongside designers Gavin Mathieu and Kayla Jones.

“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,” says Jennifer Holiday Hudson, North America brand leader, Smirnoff Vodka, in a press release.

The first drop in early December will be with WAG, founder and designer of Women With Ballz Kayla Jones for a purse “that’s part football, part handbag.” Next is a football-inspired hoodie on Dec. 12 from Supervsn founder and creative director Gavin Mathieu. On Jan. 21, designer and creative director Aleali May’s drop includes a long sleeve top and a custom varsity gameday jacket.

Customers can enter to win the new merch, along with a trip to San Francisco for Super Bowl LX weekend, by signing up to be notified before each release and be entered into the random drawings.

The brand is also highlighting WAGs Claire Kittle and Kristin Juszczyk, who star in a new online series “Wife'd Up, Mic'd Up,” where they bring viewers into their pre-kickoff rituals. The new episode, available here, shows the players’ wives decorating for the holidays, playing trivia in a sports bar and pregaming with cocktails.