Ninja and Tom Brady Introduce "Tom Upgrady" Backyard Campaign
SPORTS
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SharkNinja Inc. (NYSE: SN) launched "Tom Upgrady," a new campaign created in partnership with seven-time Super Bowl champion and SharkNinja global brand ambassador Tom Brady, designed to reimagine how families use and enjoy their outdoor spaces.
Despite 85 percent of U.S. households having outdoor space, 77 percent say they're not using it as much as they'd like, according to the ICFA 2025 Outdoor Living Trend Report. "Tom Upgrady" aims to change that by bringing high-performance outdoor products and inspiration directly to homeowners to show what's possible with the right setup.
Surprise Upgrades
To kick off the campaign, Ninja and Brady surprised families across the greater Boston area, outfitting their backyards with products from Ninja's outdoor portfolio. The upgrades included the Ninja FlexFlame Outdoor Cooking System, Fireside360 Outdoor Heater & Firepit, FrostVault Cooler, Woodfire Pro Connect Outdoor Grill & Smoker, and Artisan Electric Pizza & Outdoor Oven.
Each family also received a surprise FaceTime call from Brady as the Tom Upgrady van arrived at their door.
"I've always believed winning starts with having the right tools. That's true on the field, and it's true in life. The backyard is one of my favorite places to slow down, grill some food, and enjoy time with family and friends," said Tom Brady. "When you've got great equipment, everything just comes together. That's what got me excited about teaming up with Ninja, being able to give families an incredible backyard experience right as summer kicks off."
Ongoing Campaign
The Tom Upgrady campaign continues this summer, with Ninja inviting fans to share their own backyard setups by tagging @NinjaKitchen and using #TomUpgrady for a chance to receive the MVP treatment.
Featured Products
The Ninja FlexFlame Outdoor Cooking System ($1,199.99) is a five-in-one outdoor cooking system that grills, smokes, roasts, griddles, and makes perfect pizzas. The high-velocity convection fan evenly circulates heated air and smoke throughout the grill cavity and around food, resulting in fast cooking, surround crisping and browning.
The Ninja Woodfire Pro Connect Premium XL Outdoor Grill & Smoker ($499.99) is a fully connected electric grill that allows users to monitor and control their cook, get real-time notifications on their phone, and even access cooking charts, all from the palm of their hand.
The Ninja Artisan 5-in-1 Portable Electric Pizza & Outdoor Oven ($299.99) offers five pizza settings, Neapolitan, Thin Crust, Pan, New York, and Custom, and cooks pizzas in three minutes, excluding preheat time.
About SharkNinja
SharkNinja is a global product design and technology company with a diversified portfolio of five-star rated lifestyle solutions that positively impact people's lives in homes around the world. Powered by two trusted global brands, Shark and Ninja, the company has a proven track record of bringing disruptive innovation to market.
Developing one consumer product after another has allowed SharkNinja to enter multiple product categories, driving significant growth and market share gains. Headquartered in Needham, Massachusetts with more than 4,000 associates, the company's products are sold at key retailers, online and offline, and through distributors around the world.
The campaign addresses a growing trend of underutilized outdoor spaces while positioning Ninja's outdoor product line as essential equipment for creating memorable backyard experiences. By partnering with Brady, SharkNinja connects the championship mindset with everyday outdoor living, emphasizing that the right tools can elevate any experience.