Core Insights - Truly Hard Seltzer has launched a limited-edition jacket collection in collaboration with designer Jeff Hamilton, celebrating American soccer fans and enhancing its brand presence in the U.S. Soccer community [1][2][4] Company Overview - Truly Hard Seltzer is the first Official Hard Seltzer partner of U.S. Soccer since 2022, aiming to engage fans as the sport gains prominence in the upcoming year [2][4] - The brand has been a pioneer in the hard seltzer category since 2016, offering a variety of flavors and innovative products to meet consumer preferences [5] Product Details - The Truly x Jeff Hamilton jacket collection is available for purchase at $150, exclusively on Truly's e-store, and features designs that pay homage to U.S. Soccer's history and fan culture [2][3] - Each jacket includes design elements inspired by the 1994 U.S. Men's National Team uniforms and celebrates local soccer culture through city abbreviations [3] Marketing Strategy - The collaboration with Jeff Hamilton is intended to create a deeper connection with soccer fans beyond the beverage market, positioning Truly as a brand that honors the spirit of U.S. Soccer [4] - The limited-edition jackets are designed to be collectible items that resonate with the passionate soccer fanbase [4]