Recently, Bill Shufelt, CEO of Athletic Brewing Company, teamed up with culinary icon David Chang to launch an exciting “All In. All Game.” campaign for the fall football season. To kick things off, the pioneering non-alcoholic brewery hosted a lively event at Chang’s media studio at Row DTLA in Los Angeles. The campaign celebrates Athletic Brewing’s commitment to helping fans enjoy game day—sober, social, and without compromise.
During the event, Shufelt shared the inspiring story behind Athletic Brewing’s beginnings. While working on Wall Street in New York City, he balanced long days at the office with early morning workouts and dinners out with his wife. A self-proclaimed foodie, Shufelt grew frustrated by the lack of quality non-alcoholic options at restaurants. Often, friends would ask if something was wrong when he declined an alcoholic drink. One day, his wife looked at him and said, “If you want a good-tasting non-alcoholic beer, you’ll have to make it yourself.”
With no brewing experience—but a clear vision—Shufelt partnered with craft beer expert John Walker. United by their passion for wellness and pure flavor, the duo set out to create a great-tasting non-alcoholic beer that complements an active, balanced lifestyle. The result: a brand that’s redefining how people celebrate, socialize, and stay all in on game day.
Launched in 2017, it took a full year of taste testing before Shufelt and Walker unveiled their first non-alcoholic beers. “We started small—distributed in just three states,” Shufelt recalled. “Our team was about 25 people running a single brewery in Connecticut.”
Fate stepped in when Shufelt and Chang became friends. Shufelt had learned that the acclaimed chef had already discovered and enjoyed Athletic Brewing’s beers. When the two finally met, they instantly connected. “This was pre-Covid—I remember sitting around a table with Chang as he taste-tested our beers,” said Shufelt. “He took a sip and said, ‘This is excellent.’ Chang's belief as an investor was a game changer. He shared the same vision for clean, flavorful beer made naturally with high-quality ingredients.
The partnership proved a natural fit. Athletic’s brews with their depth of flavor and balance, and pairs beautifully with food. “It was like a lightbulb went off,” said Shufelt. “David’s such a straight shooter and endlessly creative. Before long, he had a yellow pad filled with ideas for new flavors—many of which came to life over Zoom during the Covid lockdown.”
The trailblazing chef soon began sharing Athletic non-alcoholic beers with his kitchen staff as an end-of-shift ritual. “In the restaurant world, it’s tradition for the kitchen team to unwind with a beer after service,” Chang explained. “Now, thanks to David, kitchens all over are celebrating with an Athletic instead.”
Chang is the founder of the Momofuku Restaurant Group, which first made waves with the opening of Momofuku Noodle Bar in New York City in 2004. His bold, inventive take on Asian-inspired cuisine led to an ever-growing culinary empire that includes the Michelin-starred Ko, Momofuku Ssäm Bar, Milk Bar (created with pastry chef Christina Tosi), and Majordomo in Los Angeles.
Most recently, Chang debuted Super Peach by Momofuku at Westfield Century City in Los Angeles. This vibrant new concept reimagines American dining through the Momofuku lens, offering a playful, flavor-forward menu that celebrates the diverse food cultures of Los Angeles—and beyond.
'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.'
Also at the event was Athletic's Chief Marketing Officer, Andrew Katz. He shared how 'Non-alcoholic beer is the fastest-growing segment in the beer industry. 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 help fans make every down a delicious one this season, Chang created five thoughtfully crafted recipes designed to complement Athletic's great-taste. From crispy air fired wings paired with Athletic Light to Chang's iconic Bo Ssam served alongside their bestseller Run Wild IPA. These combinations deliver big flavor, crisp refreshment, and no hangover.
To drive visibility throughout the fall football season, Athletic has invested in a 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.
Explore David Chang's full lineup of recipes that include and brew pairings on Athletic Brewing's website. To locate a U.S. retailer near you, visit the Athletic Brewing storefinder.
Athletic Brewing has other collaborations that include Arsenal Football Club. They recently extended their multi-year partnership for Athletic to continue as the club's Official Non-Alcoholic Beer Partner. This decision was made after a successful debut season at Emirates Stadium. They saw Athletic sales more than double year-over-year.
Athletic Brewing Co., will expand its presence across the club's digital, in-stadium, and supporter engagement platforms. Arsenal supporters will continue to enjoy the refreshing Athletic Run Wild IPA in cans throughout Emirates Stadium during all men's and women's fixtures. Run Wild will also be served on draft across Club Level.
New in 2025, the low-calorie Athletic Lite will also be available in cans throughout the stadium's general concourse bars. Each 12 oz. can of Athletic Lite is less than 0.5% ABV and contains 25 calories, 5g of carbohydrates, 0g of protein, 0g of fat, and 0g of sugar.
Athletic Brewing has also expanded its reach through new partnerships with IRONMAN and Live Nation. Today, Athletic brews are available at more than 100 live music venues and festivals across the country. With nearly 70% of concertgoers expressing interest in more non-alcoholic beverage options, the partnership reflects a growing cultural shift.
Music fans can order Athletic's most popular brews at the following four major festivals—Bonnaroo Music & Arts Festival, BottleRock Napa Valley, Festival La Onda, and Two Step Inn. Run Wild IPA, Upside Dawn Golden, Free Wave Hazy IPA, and Athletic Lite, will be offered at selected venues.
Beyond traditional concessions, fans can look forward to immersive Athletic Brewing experiences at select venues and festivals. There will be sample opportunities of the award-winning brews, giveaways, and limited-edition swag merchandise.
Without alcohol's dehydrating effects, you will stay better hydrated. Since alcohol can disrupt REM sleep syles, skipping it can lead to deeper and a more restorative rest. Best of all, no more next-day fatigue or brain fog. It's an ideal beverage for those practicing moderation or exploring a “sober-curious” lifestyle.
Drinking Athletic non-alcoholic beers has few calories than regurlar beers to help support weight management. Athletes, professionals, and parents who want to stay sharp and social without compromising productivity have also become fans. Skip resolutions and start today.
