Athletic Brewing Co., which has been making plenty of headlines lately, just announced that it partnered with run specialty retailer Fleet Feet to bring flagship brews Run Wild and Upside Dawn to running communities in three markets across the United States. Beginning this month, Athletic Brewing’s non-alcoholic beer will be available in Fleet Feet’s Austin, Texas, Delray Beach, Fla., and Sacramento, Calif., stores.
Launched in 2018 for adults who want to enjoy great-tasting, high-quality beer across a variety of styles and flavors without the alcohol, hangover or impact on personal goals, Athletic Brewing holds a nearly 50 percent share of the non-alcoholic craft beer category — the industry’s fastest-growing segment. In 2020, Athletic grew almost 500 percent year-over-year for the second year in a row. Much of Athletic Brewing’s success stems from targeting healthy, active, mindful adults — Fleet Feet’s core customer.
“Fleet Feet is the retail leader we all support in the running community, making this partnership a perfect fit for us,” said Bill Shufelt, Athletic Brewing founder, and former collegiate athlete and ultra-marathoner. “We’re thrilled to have the opportunity to introduce our product to more of the people who were among the very first to embrace Athletic Brewing: runners.”
The partnership will come to life through a variety of local activations at the three Fleet Feet stores, including fun runs and happy hour events all of which will feature samples of Athletic Brewing’s IPA and golden ale. Fleet Feet will then have cold single cans and six-packs available to purchase from custom in-store refrigerators.
“From pub runs to beer miles, there’s an undeniable cultural connection between running and beer,” said Joey Pointer, president and CEO of Fleet Feet. “Our customers turn to our local owners, operators and outfitters for advice and guidance on the latest running gear, apparel and accessories. This partnership with Athletic Brewing offers us another exciting opportunity to broaden what our customers can turn to us for in their pursuit of a healthy and active lifestyle, and I’m excited to see this come to life locally and identify where we have other opportunities to expand distribution.”
Fleet Feet first opened its doors in Sacramento, Calif., in 1976. What began as a running store quickly transformed into a hub for the running community. Today, Fleet Feet’s 186 stores across the country are a place of inspiration, showing people how Running Changes Everything. Fleet Feet’s continued growth is fueled by the brand’s constant innovation, including its exclusive, proprietary outfitting experience, fit id, which uses 3D foot scanning and dynamic pressure mapping, allowing Fleet Feet to offer personalized footwear solutions.