Michelob ULTRA‘s Summit activation celebrates the 2026 Winter Sports through the closing ceremony. As the official beer sponsor of USA Hockey, Michelob ULTRA toasts to Team USA’s historic return to the ice with its immersive activation, ULTRA Summit. To top off the festivities, the brand has teamed up with Hypebeast and sportswear brand SHRED for limited-edition collaborations to outfit athletes braving the elements this winter season.

Whether you’re hitting the slopes or gearing up for your own idyllic winter adventure, the collaborations pay homage to vintage winter sports gear, marrying technical utility with retro style elements. Dedicated to those crisp, winter runs on the mountains, Michelob ULTRA teamed up with SHRED to reimagine the brand’s signature GRATIFY headgear.

A technical design featuring Contrast Boosting Lens™ 2.0 ICE, the GRAFITY goggles provide a maximized field of view, vibrant clarity and protection during intensive activity. For this particular collaboration, SHRED’s white, blue and red theme pays homage to Michelob ULTRA’s heritage colors, along with oversized “Michelob” lettering decorating the strap — made from recycled PET and equipped with silicone lining for optimal grip. A striking red-to-blue prism effect hits the lens, with matching red hardware to unify the decorative color scheme.

On the apparel front, Hypebeast and Michelob ULTRA collaborated on a custom crewneck inspired by ’90s-style sportswear. The nostalgic design features Michelob ULTRA’s iconic ribbon motif on the front and back panels. Branded logos hit the front, along with red graphic elements on the sleeves for an additional pop of contrast. Though fashioned for high-energy moments, the silhouette is equally stylish when paired with après-ski fashions, merging street with sport.

Proudly standing behind Team USA and USA Hockey, Michelob ULTRA will be cheering loud this February. If you’re eager to join in on the action, visit Michelob ULTRA’s website for a chance to attend ULTRA Summit. Dive into the collaborative items in the galleries above.

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