Ahead of the 2026 Super Bowl, Jim Beam partnered with Dazed Studio to creatively produce and launch a culture-forward, digital-first activation–with limited-edition jerseys as the launchpad.

Positioned as a sports-meets-cultural object, the Jim Beam x Dazed jerseys debuted IRL at Jim Beam’s NYC Bash. Hosted by Keenan Thompson, the reveal ignited immediate social conversations and placed Jim Beam at the center of this Super Bowl week.

This one-of-a-kind moment scaled beyond the live unveiling into a nationwide sweepstakes and VIP gifting experience. Leveraging Dazed’s editorial platform, the Jim Beam x Dazed jerseys acted as the engine for a high-impact digital-first giveaway, driving hundreds of applicants through a dedicated call-to-action, and transforming editorial attention into active participation.

30 exclusive winners received bespoke game-day watch kits—each anchored by the limited-edition Jim Beam x Dazed jersey. Extending the activation further, we tapped Dazed Club creators to produce social-first unboxing content, integrating Dazed ecosystem talent into brand storytelling.

What began as a live cultural unveiling evolved into a digital sweepstakes– amplifying game-day hype, achieving national reach, and cementing the jersey as a symbol of contemporary fandom where sport, style, and culture intersect.