- L.L.Bean signed New England Patriots quarterback Drake Maye and his wife, creator Ann Michael Maye, to a multi-year partnership as official “Team Members.”
- The campaign focuses on regional outdoor storytelling, New England family traditions, and classic seasonal apparel like flannel snap shirts and insulated field jackets.
- This collaboration marks the couple’s first project with L.L.Bean, following their joint commercial work with CarGurus and Drake's multi-brand apparel campaign with Abercrombie & Fitch.
Outdoor lifestyle retailer L.L.Bean has signed New England Patriots quarterback Drake Maye and his wife, lifestyle content creator Ann Michael Maye, to a multi-year brand partnership. The Freeport, Maine-based company officially welcomed the couple as its newest “Team Members.”
The collaboration centers on regional storytelling and outdoor life. Originally from North Carolina, the couple will highlight outdoor traditions, family moments, and New England wardrobe staples, including Scotch Plaid flannel shirts and insulated quilted jackets.
L.L.Bean President and CEO Greg Elder shared that the Mayes’ love for nature and family values makes them natural partners for the 114-year-old retailer.
This deal marks the couple’s first partnership with L.L.Bean. The outdoor outfitter has previously worked with notable cultural figures, including Grammy-nominated singer-songwriter Noah Kahan on co-designed apparel lines and television personality Mya Allen as a brand ambassador.
The Mayes have seen their public profiles surge over the past year. After marrying on June 22, 2025, Drake completed an MVP-caliber sophomore season, guiding the Patriots to a 14–3 record and an appearance in Super Bowl LX in February 2026.
Meanwhile, Ann Michael built a dedicated following through her viral 2025 “Bakemas” TikTok series, which led to her NBC10 Boston show, Beyond Bakemas, and a special cookie collaboration with JetBlue.
The agreement expands the couple’s joint commercial portfolio, following their recent appearance in CarGurus’ “A Drive in the Life” campaign.
Individually, Maye maintains endorsement partnerships with Gillette and Betterment, having also fronted an expanded Abercrombie & Fitch and Fanatics NFL campaign earlier this season alongside league standouts Justin Jefferson and Jaxson Dart.
Takeaways
This signing represents a sharp marketing evolution for L.L.Bean. For decades, the Maine company relied on quiet, functional heritage rather than high-profile sports talent.
Partnering with the Patriots’ franchise quarterback and a popular lifestyle creator gives the legacy label immediate cultural relevance among younger consumers.
Rather than relegating Ann Michael to a secondary role, L.L.Bean leverages her engaged digital audience directly alongside Drake’s regional sports visibility. The collaboration demonstrates how modern heritage brands can merge athletic star power with domestic storytelling to create an authentic regional footprint.
Will more outdoor and heritage brands sign couple-based ambassador packages to reach sports fans and lifestyle shoppers simultaneously? How does co-branding with a creator spouse help an NFL quarterback maintain high marketing visibility during the offseason?
