Athletic Brewing Co. is kicking off summer 2026 in a big way with its largest-ever seasonal media investment, the debut of a new national commercial, and the release of limited-edition patriotic packaging — all designed to bring people together as the nation celebrates its 250th anniversary this Fourth of July.

Launched earlier this month, “Exceed Every Expectation” spotlights Athletic Brewing’s award-winning Run Wild IPA and stars Athletic Brewing Co-Founder and COO John Walker, alongside an Athletic brewer and sensory specialist, food and beverage tastemakers, and celebrated culinary artists. 

“From the very beginning, Run Wild has represented what’s possible when you refuse to compromise on quality, flavor, and brewing standards,” said Rosalie Kennedy, senior director of marketing for Athletic Brewing, in a statement. “With Exceed Every Expectation, we’re celebrating the brew that redefined the perception of non-alcoholic beer, changed the way we drink, and continues to surprise beer lovers with every sip.”

In the new TV spot, chef and restaurateur Chris Cosentino described his first time trying Athletic Brewing as a “revelation,” while veteran beer industry writer Jenn Litz-Kirk called Run Wild a “great IPA, period.”

Acclaimed chef and Athletic investor David Chang, journalist and author John Holl, and Athletic teammates Ryan Galligan and Caleb Malaer also appear in the new commercial.

Airing nationally and supported by an expected 120% increase in national media spend year-over-year, Athletic Brewing's summer marketing campaign will include a mix of streaming and online video, audio, podcast, digital and out-of-home advertising.

The arrival of the new ad campaign coincides with the release of special-edition Run Wild packaging adorned with stars and stripes, and the launch of Fruited Fields, a non-alcoholic radler inspired by the vast views of the American countryside.

To commemorate America’s semiquincentennial, Athletic Brewing has wrapped its Run Wild IPA 12-packs and 12-ounce cans with red, white, and blue visuals for a limited time.

“As the country comes together to celebrate this historic milestone, we wanted to create something that invites everyone to raise a can of Athletic and salute the moment,” Kennedy said. “Whether it’s a backyard barbecue, a beach day, or watching fireworks with friends, we are proud to help redefine how people gather, connect, and celebrate together.”

Crafted for the modern-day pioneer, Fruited Fields is brewed with raspberry, white grapefruit and blueberry flavors (with other natural flavors) for a smooth sweetness with a bright kick, the company says. Lush berry aromas and a twist of white grapefruit give each sip a clean, refreshing finish, it adds.

Each 12-ounce can of Fruited Fields is less than 0.5% ABV and contains 80 calories, 15 grams of carbs, less than 1 gram of protein, and zero grams of fat. It is available in 12-packs at retailers nationwide, and in six-packs on athleticbrewing.com.

The company also has teamed up with its first professional baseball player, LA fan-favorite Teoscar Hernández, who appears in a new regional ad campaign.

A right-handed power hitter famous for his “Mr. Seeds” celebrations, Hernández is embracing a new nickname, “Mr. Sips,”now that he’s joined the Athletic Brewing Athlete Roster.

“The best thing about Athletic Brewing is it’s super flavorful, tastes great, [and there’s] no hangover,” Hernández says in the latest “Living Athletic” TV ad.

In the 30-second spot, now airing throughout Los Angeles, Hernández shares a glimpse into his off-day routine, which includes a light workout, an intense game of el dominó, and a few cold Athletic brews.

Together, the summer campaign, limited-edition releases, and signing of Hernández reflect Athletic Brewing’s continued growth, it says.