Key Points
- Retired NFL star Jason Kelce takes on a new role as a “beer scientist” in a comedy-driven social campaign.
- The six-week series, titled Garage Labs, is produced by Garage Beer and launches under the banner “Thank Garage It’s Friday.”
- Episodes feature Kelce performing absurd beer-related experiments, including cooling a can with a car battery.
- The campaign was developed by Corey Smale and directed by Jordan Phoenix, with Kelce contributing creatively.
- Kelce and his brother Travis Kelce became major investors in Garage Beer in 2024.
From NFL Legend to Beer Scientist
Jason Kelce, who retired after a 13-year career with the Philadelphia Eagles, has quickly built a diverse post-football resume. Now, the Super Bowl champion and podcast host is stepping into a new comedic persona: the “beer scientist.”
Kelce stars in Garage Labs, a six-week social content series from Garage Beer. The campaign rolls out weekly episodes under the tagline “Thank Garage It’s Friday.”
Absurd Experiments for Entertainment
The series features Kelce donning a lab coat and conducting intentionally over-the-top experiments tied to beer culture.
In the premiere episode, Cold Cranker, Kelce attempts to supercharge the cooling process by connecting a can of Garage Beer to a car battery. Other segments explore concepts like powdered beer. None of the experiments are meant to be taken seriously; instead, they lean into absurdity and digital comedy.
Creative Team and Campaign Vision
The campaign was developed under Chief Creative Officer Corey Smale and directed by Jordan Phoenix. Kelce himself was reportedly involved in shaping the creative direction, ensuring the humor aligned with his personality and brand.
Kelce’s Role in Garage Beer
Jason and his brother Travis Kelce became major investors in Garage Beer in 2024. Since then, Jason has taken an active role in marketing the brand, blending his larger-than-life personality with unconventional promotional strategies.
What Happens Next?
With Garage Labs rolling out weekly episodes, fans can expect more outrageous experiments from Kelce throughout the campaign. The series positions him not only as a retired NFL star but also as a comedic figure in the digital entertainment space, further expanding his post-football career.
