To build the collection, Smirnoff tapped podcast host Kayla Nicole, who curated a selection of upgrades designed to elevate pre-event gatherings. The items will be released every Thursday starting October 15, with additional drops scheduled for October 22 and October 29. Interested buyers can participate through the brand’s newly launched e-commerce site, shop.smirnoff.com.

Beyond the limited-edition gear, the company is expanding its presence at major football games across the United States. These activations feature live DJ sets and promotional events intended to boost engagement during pre-kickoff hours. Hannah Todd, Director of Smirnoff Vodka, noted that the initiative aims to capture the energy of social gatherings before the main event begins. While these novelty drops are the centerpiece of the campaign, the brand maintains a focus on its core product line, which remains available at retailers nationwide.