Six percent of sales will benefit the Wildland Firefighter Foundation

SAN JUAN CAPISTRANO, Calif., Oct. 15, 2026 /PRNewswire/ — Seager Co. and Coors Banquet are reuniting for their third collaboration in support of Protect Our Protectors, unveiling a new collection created in recognition of the men and women who put themselves in harm’s way to protect communities and wildlands across the country.

Seager will donate a portion of the proceeds from the collection to the Wildland Firefighter Foundation, which supports injured wildland firefighters and the families of those killed in the line of duty. This year, Coors Banquet donated $250,000 to support wildland firefighters and their families through its Protect Our Protectors program.

This year, Seager and Coors Banquet are telling the story through one of the most trusted tools of the trade. An accompanying campaign film follows Liam Hoffman, founder of Tennessee-based Hoffman Blacksmithing and Hoffman Handles, as he transforms raw steel into a custom Pulaski – the iconic axe and adze tool used by trained wildland firefighters for fire suppression and prevention.

Filmed at Hoffman’s Tennessee forge, the campaign puts his craftsmanship at the center while paying tribute to the skill, grit and dedication of the wildland firefighters who rely on tools like the Pulaski on the fire line.

“Protect Our Protectors is our way of saying thank you to the people who run toward danger to protect our communities and the places we love,” said Mattson Smith, co-CEO and co-founder, Seager. “We’re proud to continue this tradition with Coors for a third year and, most importantly, to continue supporting the firefighters and families behind it.”

Inspired by firefighting heritage and classic workwear, the collection includes tees, hoodies, headwear and accessories, as well as a quilt-lined ranch jacket and antique silver belt buckle. Badge, Brush Truck and Forest Line graphics draw from the equipment and landscapes synonymous with life on the fire line.

The Seager x Coors Banquet Protect Our Protectors Collection is available now at seagerco.com while supplies last, with prices ranging from $36-$225.

ABOUT SEAGER CO.
Founded in California, Seager creates premium apparel and accessories inspired by surf, Western and Americana culture. Built on authenticity, craftsmanship and a passion for the outdoors, the brand has cultivated a loyal following through thoughtfully designed products and collaborations that celebrate modern American culture.

ABOUT MOLSON COORS BEVERAGE COMPANY
For more than two centuries, Molson Coors has brewed beverages that unite people to celebrate all life’s moments. From our core power brands Coors Light, Miller Lite, Coors Banquet, Molson Canadian, Carling, and Ožujsko to our above premium brands, including Madrí Excepcional, Staropramen, Blue Moon Belgium White and Leinekugel’s Summer Shandy, to our value brands, like Miller High Life and Keystone Light, Molson Coors produces many beloved and iconic beers. While Molson Coors’ history is rooted in beer, it offers a modern portfolio that expands beyond the beer aisle as well, including flavored beverages like Vizzy Hard Seltzer, spirits and non-alcoholic beverages. Molson Coors also has partner brands, such as Simply Spiked, ZOA Energy, Fever-Tree, among others, through license, distribution, partnership and joint venture agreements. As a business, Molson Coors’ ambition is to be the first choice for its people, its consumers and its customers, and Molson Coors’ success depends on its ability to make its products available to meet a wide range of consumer segments and occasions. To learn more about Molson Coors Beverage Company, visit molsoncoors.com.

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SOURCE Seager Co.