MILFORD, Conn. and SAN DIEGO, September 25, 2025 — Athletic Brewing Company, America’s largest dedicated non-alcoholic brewer, is bringing award-winning taste to the fall football season with the launch of its newest campaign, “All In. All Game.” Teaming up with acclaimed chef and entrepreneur David Chang, Athletic is spicing up game day with bold food and NA brew pairings designed to deliver big flavor without the hangover.
To help fans make every down delicious this season, Chang has thoughtfully crafted five recipes designed to complement Athletic’s great-tasting non-alcoholic brews. From Crispy Baked Wings paired with Athletic Lite to Chang’s iconic Bo Ssam served alongside Run Wild IPA, these combos deliver big flavor, crisp refreshment, and zero bench time.
“As a lifelong football fan and early investor in Athletic, I’m thrilled to be part of this campaign,” said Chang. “Football season has always been one of my favorite times of year. For me, game day is all about getting the crew together, sharing some delicious bites, and cracking a few cold brews. These recipes were designed to pair perfectly with Athletic’s year-round lineup, and they’re the types of dishes I actually want on the table when I’m watching a game.”
The collaboration with Chang underscores Athletic’s commitment to serving foodies and football fans who want to enjoy game day without compromise. Rooted in flavor and fun, the campaign celebrates how modern fans are choosing to go All In. All Game. — with crisp brews and bold bites from the coin toss to the final whistle. Brewed with a proprietary process to deliver full flavor at less than 0.5% ABV, Athletic’s lineup has become the go-to for fans who want to stay social without the next-day hangover.
“Non-alcoholic beer is the fastest-growing segment in the beer industry1, and Athletic is leading the way,” said Andrew Katz, Chief Marketing Officer of Athletic Brewing. “Whether you’re enjoying our brews as a chaser, pacer, or replacer, they fit seamlessly into cultural moments like football season. Teaming up with David was a natural fit; he brings a chef’s touch to game day, proving that great brews and bites belong at the center of the action.”
To drive visibility throughout the fall football season, Athletic has invested in a seven-figure media plan spanning CTV, streaming audio, podcasts, and targeted digital placements. Fans will see Athletic during high-impact moments across major platforms, ensuring the All In. All Game. campaign reaches beer lovers wherever they’re watching, streaming, or listening.
Fans can explore David Chang’s full lineup of recipes and brew pairings on Athletic Brewing’s website. To locate a U.S. retailer near you, visit the Athletic Brewing storefinder.
About Athletic Brewing Company
Athletic Brewing Company is America's largest dedicated non-alcoholic brewer. Athletic is revolutionizing how modern adults drink by crafting game-changing NA brews that can be consumed anytime and anywhere. Launched commercially in 2018, Athletic is the number one non-alcoholic beer brand in America2 and a top 20 U.S. brewing company3. Its award-winning brews are available nationwide at over 75,000 retail locations. Athletic operates custom breweries in Connecticut and California and donates up to $2 million annually to protecting and restoring outdoor spaces across the globe via its Two For The Trails program. Athletic is proudly a Certified B Corporation™.
Follow Athletic Brewing on Facebook, Instagram, LinkedIn, TikTok, X, and YouTube to stay up-to-date on all things Athletic.
1 Circana, Total US Multi Outlet + C Store, Latest 52 Wks ending 9/7/25
2 NielsenIQ, Total US xAOC + Liquor Open State + Conv, Latest 52 Wks ending 9/6/25
3 Brewers Association Top 50 U.S. Brewing Companies of 2024
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