{"id":39993,"date":"2026-03-10T18:31:10","date_gmt":"2026-03-10T18:31:10","guid":{"rendered":"https:\/\/bookingagentinfo.com\/news\/?p=39993"},"modified":"2026-03-11T12:59:27","modified_gmt":"2026-03-11T12:59:27","slug":"derrick-white-julian-edelman-others-star-in-new-campaign-for-sam-adams","status":"publish","type":"post","link":"https:\/\/bookingagentinfo.com\/news\/derrick-white-julian-edelman-others-star-in-new-campaign-for-sam-adams\/","title":{"rendered":"Derrick White, Julian Edelman &amp; Others Star In New Campaign For Sam Adams"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Celebrity Names:<\/strong> <a href=\"https:\/\/bookingagentinfo.com\/celebrity\/derrick-white\/endorsements\/\" target=\"_blank\" rel=\"noreferrer noopener\">Derrick White<\/a>, <a href=\"https:\/\/bookingagentinfo.com\/celebrity\/julian-edelman\/endorsements\/\" target=\"_blank\" rel=\"noreferrer noopener\">Julian Edelman<\/a>, <a href=\"https:\/\/bookingagentinfo.com\/celebrity\/garrett-crochet\/endorsements\/\" target=\"_blank\" rel=\"noreferrer noopener\">Garrett Crochet<\/a>, <a href=\"https:\/\/bookingagentinfo.com\/celebrity\/zdeno-chara\/endorsements\/\" target=\"_blank\" rel=\"noreferrer noopener\">Zdeno Chara<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Brand Name:<\/strong> <a href=\"https:\/\/bookingagentinfo.com\/brands\/samuel-adams\/\" target=\"_blank\" rel=\"noreferrer noopener\">Samuel Adams<\/a> (Boston Beer Company)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Represented By:<\/strong> Not publicly disclosed<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Deal Type:<\/strong> Multi-athlete brand partnership &amp; co-created product launch<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Announced:<\/strong> March 9, 2026<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Impact:<\/strong> Aims to reinforce Sam Adams as \u201cthe beer for Boston sports fans,\u201d drive regional sales, and strengthen emotional ties with New England consumers through athlete\u2011driven storytelling<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Samuel Adams launched the &#8220;Our City. Our Beer.&#8221; Variety Pack featuring athlete-inspired brews (Derrick) White Ale, Crochet&#8217;s Pale Ale, Julian Edel-Brau Lager, and Big Z Pilsner.<\/li>\n\n\n\n<li>The limited-edition 12-pack is only available in New England, with each beer also rotating on draft at local bars during its corresponding sport&#8217;s season.<\/li>\n\n\n\n<li>The campaign features Celtics guard Derrick White, Red Sox pitcher Garrett Crochet, former Patriots WR Julian Edelman, and former Bruins defenseman Zdeno Chara, covering all four major Boston sports.<\/li>\n\n\n\n<li>All four athletes will appear at a public launch party on April 4, 2026, at Banners Kitchen &amp; Tap in Boston, where they&#8217;ll serve fans their beers from behind the bar.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Samuel Adams is going all-in on Boston pride. The iconic Boston-born brewery just dropped the &#8220;Our City. Our Beer.&#8221; Variety Pack, a limited-edition 12-pack crafted alongside four of the city&#8217;s most beloved sports figures: Derrick White (Celtics), Garrett Crochet (Red Sox), Julian Edelman (former Patriots), and Zdeno Chara (former Bruins).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Each beer is inspired by the athlete it represents. White&#8217;s is a citrusy wheat ale, Crochet&#8217;s is an American pale ale, Edelman&#8217;s &#8220;Julian Edel-Brau&#8221; is a caramel malty lager, and Chara&#8217;s &#8220;Big Z Pilsner&#8221; rounds out the pack. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The four styles are among the top five most popular craft beer styles for New England drinkers, so it&#8217;s clearly a lineup built for the fans. Along with the beers, a matching apparel collection is available now, with Derrick White&#8217;s own apparel line set to launch in April.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For White, this isn&#8217;t his first rodeo with Sam Adams. Following the Celtics&#8217; 2024 championship, his face began appearing on billboards, insurance spots, and local TV ads, and Sam Adams chose him because they felt he represented the evolution of the city. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">White himself called the partnership a natural fit: &#8220;Me and Sam Adams have had a really good relationship these past few years&#8230; &#8216;Our City, Our Beer&#8217; kind of brings Boston together.&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As for Edelman, the Super Bowl MVP and Boston fan favorite has long been the blueprint for the city&#8217;s love of hard-working, gritty athletes. Boston has always prided itself on loving the &#8220;glue guys,&#8221; players like Edelman who do the little things that win championships.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This campaign is a reminder that athletes are increasingly becoming powerful brand collaborators, not just endorsers. Just like <a href=\"https:\/\/bookingagentinfo.com\/news\/stephen-curry-teams-up-with-rakuten-canvvs-for-new-campaign\/\" target=\"_blank\" rel=\"noreferrer noopener\">Stephen Curry teamed up with Rakuten and Canvvs<\/a> for a data-driven campaign, Sam Adams is using athlete identity to tell a deeply local brand story. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Similarly, <a href=\"https:\/\/bookingagentinfo.com\/news\/jayson-tatum-stars-in-back-to-zero-campaign-for-amica\/\" target=\"_blank\" rel=\"noreferrer noopener\">Jayson Tatum&#8217;s partnership with Amica Insurance<\/a> shows how Boston&#8217;s sports stars are becoming the faces of meaningful, community-rooted brand deals.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Takeaways<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sam Adams didn&#8217;t just slap four athlete names on a product, they built a campaign around Boston&#8217;s sports <em>identity<\/em>. Each athlete represents a different team and a different season, meaning the pack has year-round relevance and built-in emotional pull. It&#8217;s smart, community-first marketing that local fans will genuinely connect with.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What&#8217;s also notable is the choice of athletes. None of them are the biggest names in their sport nationally, but in Boston? They&#8217;re legends. This is a brand that knows its audience and is speaking directly to them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Could this &#8220;athlete co-creation&#8221; model, where stars help design products, not just endorse them, become the new standard for sports sponsorships? Is Boston becoming a blueprint for how cities can use local athlete culture to power hyper-targeted brand campaigns?<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"<p>Celebrity Names: Derrick White, Julian Edelman, Garrett Crochet, Zdeno Chara Brand Name: Samuel Adams (Boston Beer Company) Represented By: Not publicly disclosed Deal Type: Multi-athlete brand partnership &amp; co-created product launch Announced: March 9, 2026 Impact: Aims to reinforce Sam Adams as \u201cthe beer for Boston sports fans,\u201d drive regional sales, and strengthen emotional ties [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[14,11,175,15],"tags":[],"class_list":["post-39993","post","type-post","status-publish","format-standard","hentry","category-campaigns","category-endorsements","category-product-collaborations","category-sports"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Derrick White, Julian Edelman &amp; 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