Celebrity Name: Jason Kelce
Brand Name: Garage Beer
Deal Type: Brand equity partnership + branded content series
Announced: February 25, 2026
Impact: Elevates Garage Beer’s visibility through serialized, personality‑driven content and deepens Kelce’s positioning as both investor and creative partner in the beer space
- Jason Kelce stars as a beer scientist in Garage Labs, a six-week social series from Garage Beer dropping new episodes every Friday under the tagline “Thank Garage It’s Friday.”
- The campaign shows Kelce running over‑the‑top beer experiments, like trying to speed‑cool Garage Beer with a car battery and playing with powdered beer concepts.
- Alongside Garage Beer’s Chief Creative Officer Corey Smale and director Jordan Phoenix, Kelce played a major role in developing the series’ creative direction.
- Garage Labs follows a viral Super Bowl spot, the martial arts mini-movie Brewmite, and its sequel starring Travis Kelce and UFC legend Chuck Liddell; all since Jason Kelce invested in the brand in 2024.
Jason Kelce has swapped his football helmet for a lab coat, and the results are exactly as chaotic as you’d expect.
Garage Beer launched Garage Labs on February 25, 2026, a brand-new six-week social content series starring the former Philadelphia Eagles center as a self-styled beer scientist.
New episodes drop every Friday under the motto “Thank Garage It’s Friday,” blending backyard humor with over-the-top beer experiments that are more comedy sketch than actual science.
The opening episode, “Cold Cranker,” kicks things off with Kelce hooking a can of Garage Beer to a car battery in pursuit of the perfect chill. When his former Eagles linemate Beau Allen demands his beer even colder, the experiment devolves into powdered beer, and a public service announcement: do not eat beer powder dry.
The campaign was built in-house, with Garage Beer’s Chief Creative Officer Corey Smale and director Jordan Phoenix guiding production, though Kelce himself was deeply involved in shaping the vision.
It’s a natural next chapter for Kelce and Garage Beer, which he co-owns with brother Travis Kelce. Since his 2024 investment, the brand has gone on a creative tear: a regionally aired Super Bowl spot with Beau Allen, the Brewmite martial arts mini-movie, and a sequel that brought in Travis Kelce and UFC icon Chuck Liddell.
The series is live now on Garage Beer’s social channels. Similar to how Rosalía fronted New Balance’s 204L campaign by leaning into her authentic personality, Kelce’s appeal here is rooted in the same unfiltered, genuine energy fans have loved for years.
This isn’t just a beer ad, it’s a masterclass in how athletes can stay culturally relevant after retirement. Jason Kelce isn’t pitching Garage Beer; he is Garage Beer.
By embedding himself directly into the creative process, Kelce transforms from spokesperson to co-author, which is a much more powerful (and authentic) position for any celebrity brand partner.
The serialized weekly format is also a smart play: it keeps audiences coming back, builds anticipation, and turns a beer brand into appointment entertainment.
Does Kelce’s hands-on creative involvement make this feel more authentic than a typical celebrity endorsement? Is the “absurd experiment” format something other brands should be copying, or does it only work because of Kelce’s personality?
