Standing for Change

The driving force behind founding Athletic Brewing was the potential to positively impact the health and community of millions of Americans.  When our communities struggle, we feel it.  

 While we don't pretend to have the answers, or even have a full comprehension of the pain and injustice, we recognize that racism and discrimination are prevailing in this modern life. We stand united against the hate. Sitting idly will not cure racism, we all need to step up and commit to driving change.

 While we continue to drive these changes daily from the inside of our company, we at Athletic are dedicating a $50,000 impact fund aiming to eradicate this epidemic and forge a future of harmony, inclusion and opportunity. We have selected the following organizations to donate to: 


The UNCF award students scholarships, provides financial support to historically black colleges and universities, and  serves as the nation’s leading advocate for the importance of minority education and community engagement.


 The Equal Justice Initiative is committed to ending mass incarceration and excessive punishment in the United States, to challenging racial and economic injustice, and to protecting basic human rights for the most vulnerable people in American society.


The mission of the National Association for the Advancement of Colored People (NAACP) is to secure the political, educational, social, and economic equality of rights in order to eliminate race-based discrimination and ensure the health and well-being of all persons. They want to ensure a society in which all individuals have equal rights without discrimination based on race.


With a mission of fostering diversity, equity, and inclusion for people of color in the brewing industry, this Minnesota-based organization works through advocacy, outreach, and education in the beer industry.


Facing History and Ourselves is an organization centered around providing resources for millions of teachers and students to face collective History and learn from pivotal moments about racism, antisemitism, and prejudice, allowing people to inform their attitudes and build a world of equity and social justice with every-day choices. 


Every step forward makes a difference in how the future unfolds for generations to come. We hope that if our small company aims for a big impact, others will join in an effort to improve the lives and success of our communities.  We hope you'll join us in helping impart positive change in your daily lives. Let's make this better together.  


Bill Shufelt, Co-Founder & CEO of Athletic Brewing       

Bill & John

Co-Founders, Athletic Brewing Company

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