Non-alcoholic beer maker Athletic Brewing Company launched a new “Fit For All Times” campaign today, featuring several familiar names, including NFL player J.J. Watt and celebrity chef David Chang – both early investors in the Stratford, Connecticut-based company.
Created in partnership with FairFolk, a Boston-based creative agency, the national campaign – launched with a 15- and 30-second ad spot – features celebrities and athletes enjoying Athletic offerings during “everyday moments,” according to a press release. Other notable names include rugby player Carlin Isles, surfer Malia Manuel, volleyball players Falyn Fonoimoana and Emily Day (all Athletic-sponsored athletes).
The campaign will run across national cable TV channels, YouTube, paid digital and organic social media, and is expected to generate 200 million impressions, according to the release.
“This campaign features world-class professionals enjoying our award-winning NA beer while still performing at their best,” Athletic CMO Andrew Katz said in the release. “We all know that time is our most precious resource, and how we spend that time is important. That’s why we developed a great-tasting product that won’t ever hold you back.”
Athletic has used the “Fit for All Times” tagline in its marketing several times before, including in adverts as part of a broadcast campaign during the 2022 Winter Olympics. However, “it’s never received the kind of focus and energy this new campaign brings,” and the new “mantra” will now be translated across “all of [Athletic’s] marketing efforts,” Chris Furnari, Athletic Brewing communications manager, told Brewbound.
The launch follows a huge growth year for Athletic, which recorded a +177% volume increase in 2021, to 104,000 barrels, breaking into the top 30 craft breweries by volume as tracked by the Brewers Association. In August, Inc. Magazine ranked the brewery the 16th fastest growing private company in the country, with +13,071% revenue growth over the last three years.
In 2022, Athletic has increased off-premise retail sales by more than 100% – led by its flagships Run Wild IPA and Upside Dawn golden ale – and is now “the third largest non-alcoholic beer brand in the country,” according to the release. The company expects to complete its national distribution by the end of this year, supported by a new 150,000 sq. ft. brewery with an annual capacity of 450,000 barrels in Milford Connecticut, that opened in June.
“Although we’ve experienced incredible growth over the last four years, our products are still only available in roughly 10% of retail stores,” CEO and founder Bill Shufelt said in the release. “However, that’s changing rapidly as more retailers reevaluate their shelves in order to appeal to mindful consumers.”
Athletic also announced today that it has signed a trio of new name, image and likeness (NIL) deals with some of the biggest stars in college football: Ohio State quarterback C.J. Stroud, Texas running back Bijan Robinson and USC quarterback Caleb Williams.
As part of the partnership agreements, Stroud, Robinson and Williams will promote Athletic on social media and make press appearances. They will also be featured on regional point-of-sale materials, and in digital content for the “Fit for All Times” campaign.
“Partnering with athletes is in our DNA, and these NIL sponsorships are a natural extension of what we’re already doing across the sporting world,” Shufelt told Brewbound. “The younger generation is filled with influential tastemakers, and student-athletes are often some of the most well-known figures on campus. However, these athletes also have very demanding schedules between academics, training, games, and travel.
“For Athletic, teaming up with emerging stars who always want to perform at their best and are truly excited about the brand allows us to authentically reach Gen Z consumers and spread awareness about the benefits of non-alcoholic beer on college campuses nationwide,” he continued.
The National College Athletic Association (NCAA) first began allowing college athletes to sign NIL deals in July 2021. Athletic hopped on the opportunity right away, and has since sponsored 16 student-athletes across college football, basketball and softball teams. This is the second year they have partnered with Stroud and Robinson.
Athletic is also the official non-alcoholic beer of USC Athletics, and has worked with various other college programs, including Harvard and Columbia.
“Beer sponsorships have always been problematic for NCAA athletes,” Shufelt said in a press release. “As the country’s leading non-alcoholic brewer, we want to inspire change around the idea that you need to sacrifice your college experience in order to succeed in the classroom or on the field.”
“Since Athletic beer contains less than 0.5% ABV and is not subject to federal alcohol excise taxes, we view ourselves as a perfect partner for both colleges and student-athletes,” Shufelt added in a statement to Brewbound. “Nevertheless, we only market our products to adults and encourage consumers to follow all state and local laws.”