THE TANK SESSION
Partnership: San Jose Sharks X Humble Sea Brewing Co.
A conceptual hyper-local and lifestyle-led partnership that translates the "Shark Tank" into an inclusive, coastal session. It blends Humble Sea’s surf and skate culture with the San Jose Sharks’ hockey grit. This project would be a great rollout for the new renovation of the SAP center.
The Name: The Shark Tank is the home arena of the San Jose Sharks. A session is a period of time spent surfing or skating that prioritizes a shared experience, focusing on community, and staying in the moment.
PHILOSOPHY & IMPACT
Rooted
This partnership is cultivated by and for the Bay Area, prioritizing regional identity.
This collaboration embodies the "Hockey Is For Everyone" mission. It creates a welcoming space, making it feel like an open invitation to casual fans, rather than just hardcore sports fanatics.
Inclusive
Beyond the glass, this is a multi-sensory atmosphere that fans can step into. With the "taste of the ocean" in every pour, it brings the coastal spirit directly into the SAP Center.
Immersive
This captures the gritty, authentic spirit of Northern California. It’s a brand personality that isn't afraid to be bold, honoring the raw edges of the Pacific coast and the high-intensity energy of the Shark Tank.
Salty
Mission-Driven
A commitment to "Profit with Purpose." This collaboration leverages the Sharks Foundation’s reach and Humble Sea’s philanthro-brewing model to fund local environmental stewardship and community wellness projects.
Lead Product: “Power Play Fog”
The Product: 16 oz. IPA “Tank” Can or On Tap Beer
The Vibe: High intensity, premium, and refreshing
The Name: “Power Play” refers to a period of advantage when one team plays with more skaters on ice due to the opposing team serving a penalty. The "Fog" refers to the signature "Foggy" IPA style that made Humble Sea famous, and the morning marine layer seen before surfing. Together, Power Play Fog captures the eerie high-pressure moment shared by the ice and ocean. It bridges the heavy feeling during the game’s most intense moment with the cold, blinding haze in a Northern California morning surf session.
Limited Edition Product: "Hat Trick Haze"
The Product: 16 oz. Triple IPA Can
The Vibe: Elevated, High-Impact, For Die-Hard Fans
The Name: A “Hat Trick” refers to a single player scoring three or more goals in a single game, a very rare and high achievement. In craft beer, a “Triple IPA” is a high-intensity craft beer style that pushes the limits. Haze refers to the blissful, focused daze of being perfectly in the moment. The name connects the milestones in both hockey and beer.
Activation: "The Tank Session Tour: Sharkie’s Day Off"
The Product: Pre-season Regional Pop-Ups and Official Season Watch Parties at Humble Sea’s locations. These events serve as the exclusive retail hub for limited-edition collaboration merchandise, with a certain percentage donated to a chosen organization.
The Vibe: Rooted, communal, and laid-back
The Name: Refers to the fans convening for a local “session”, effectively turning every Humble Sea taproom into an extension of the Shark Tank. This activation focuses on SJ Sharkie. Depicting them as chill, relaxed, and “off the clock”, it captures the authentic lifestyle of a fan, emphasizing that the team’s spirit exists beyond the arena.
The Product: Mission-driven youth engagement and/or environmental stewardship initiatives
The Execution: A series of free, community-led “sessions” to beach cleanups along the Northern California shoreline.
The Why: It reinforces that this collaboration is “for the people”. It proves the rooted and inclusive values in both the San Jose Sharks and Humble Sea. It anchors them to creating change in the Bay Area community. From partnering with local artists and non-profits, “The Afternoon Session” transforms both organizations into active civic hubs. It’s a dedicated effort to drive tangible change through direct donations, hands-on volunteerism, and giving opportunities to the community.