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Redefining Game Days: Smirnoff and Aleali May at Super Bowl LX

As the excitement builds for Super Bowl LX, Smirnoff, the Official Vodka Sponsor of the NFL, is preparing to elevate the game day experience, particularly for today’s Gen-Z fans. The brand's initiative, "We Do Game Days," focuses on merging culture, fashion, and sports in a way that resonates with the current generation. San Francisco will be the backdrop for an impressive showcase highlighting this year's ethos of redefined fandom.

The Vision Behind We Do Game Days

The campaign is not just about the intense energy of the game but also about the vibrant personal expressions and connections fans cultivate through the event. Jennifer Holiday Hudson, Smirnoff’s North America Brand Leader, emphasized the importance of embracing diverse elements of game days, saying, “It’s about celebrating the full game day experience — from behind-the-scenes moments to personal style and connections.” With Aleali May, a talented designer renowned for her fashion-forward approach, at the helm of this activation, Smirnoff is partnering closely with culturally influential players to bring this vision to life.

Aleali May’s Fashion Contributions

Aleali May has created a buzz in the fashion industry with her fresh designs, and she has now created two exclusive pieces for Smirnoff’s campaign. The limited-edition collection includes a stylish long sleeve shirt and a custom varsity jacket that pays homage to both Smirnoff’s rich tradition and the electrifying atmosphere of game day.

The varsity jacket, which combines Smirnoff imagery with NFL-inspired patches, showcases a bold statement declaring "Infamous since 1864." May beautifully articulated the concept, stating, "The beauty of game days is that it looks different for every fan — these designs represent the individuality and energy that fans exhibit, whether at tailgates or in the stands."

Fans aged 21 and above are invited to enter a contest to win a custom jacket from May, making this experience even more special. One grand prize winner will be honored at Super Bowl LX weekend, representing how the essence of fandom is being revitalized.

Game Day Activities and Collaborations

The excitement doesn't end with fashion. Smirnoff has planned a series of culturally rich initiatives leading up to the Super Bowl including:

• - A Night of Pride with GLAAD: Highlighting LGBTQ inclusion in sports with performances from prominent artists.
• - Tight End University Party: Collaborating with Sports Illustrated, Smirnoff will serve up cocktail delights and engage the community.
• - The Female Quotient Brunch: This event merges conversations among women in diverse industries and showcases Smirnoff cocktails.

Additionally, at the official Game Day Experience, fans can expect special Smirnoff cocktails, interactive activities, and lively entertainment that truly embodies the spirit of the NFL.

A Flavor for Every Game Day

Throughout Super Bowl LX, Smirnoff will also unveil cocktail recipes catering to a variety of preferences and vibes, enhancing the celebratory atmosphere. With options that suit every game day mood, Smirnoff aims to ensure that fans can make the most of their experiences this season.

The brand counsels all participants to enjoy responsibly as they celebrate with delightful drinks during the ultimate weekend in football. Super Bowl LX is set to be a groundbreaking event, showcasing the evolution of game day culture as fans know it, and Smirnoff, alongside Aleali May, is leading the charge to ensure it is remembered.

In sum, Smirnoff and Aleali May's collaborative efforts are not only poised to enhance the traditional game day experience but also reshape the narrative surrounding what it means to be an NFL fan in the present day. The combination of fashion, culture, and sports promises to resonate deeply with the younger generation, making Super Bowl LX a not-to-be-missed event.