Coors Light Rolls Out ‘Chill Jersey’ With Built-in Thermal Sensors Designed to Cool Down Heated Soccer Games

(Photo: Coors Light)

Within the flashy, often ludicrous world of branded alcohol merchandise, Coors Light has consistently managed to stand out from the crowd with headline-guzzling concepts. From its color-changing nail polish to its beer-flavored popsicles, the brewer has an affinity for light blue merchandise that embodies its “Made to Chill” tagline.

Its latest innovation — dubbed the Chill Jersey — interprets the brand’s slogan literally.

In anticipation of the Leagues Cup, the brewer has unveiled a limited-edition sports jersey designed with an icy twist. The shirt reportedly features “built-in thermal sensors” that “activate a cooling system” as it detects your body temperature rising. How exactly this technology works is a mystery, though we can confirm that the jersey comes packaged with an armband beer holder.

The brand produced just 90 of the jerseys, now available online for $50. A limited amount will be sold each day through Friday, with another run scheduled for July.

“At Leagues Cup, we’re thrilled to partner with Coors Light on the ‘Refresh the Game’ campaign. The Coors Light Chill Jersey embodies the excitement and intensity of the most unique soccer tournament in the world while ensuring fans can stay cool and enjoy every moment of the action. This innovative jersey not only showcases the spirit of the game but also brings a new level of engagement to our passionate soccer community, said Sana Shuaib, senior vice president at Soccer United Marketing.

It isn’t the first time that Coors has integrated its merchandise into trending sports events. In years past, the brand’s Coorsicles and Chillolipops (Coors-flavored popsicles and lollipops respectively) were targeted at March Madness fans hoping to chew off the stress. Marcelo Pascoa, vice president of marketing for Coors, remarked. “We can’t imagine anyone has ever been unhappy or angry with a lollipop in their mouth.”

Of course, Coors’ Super Bowl ads are also worth shouting out. This year, rapper LL Cool J drove the brand’s iconic Silver Bullet Express — recently renamed the Chill Train — across the country to deliver a shipment of beers. Suffice it to say, Coors Light is always eager to remind consumers how chilly its product is.

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