Tom Brady Launches 'Tom Upgrady' Backyard Makeover Campaign

The retired NFL star is partnering with Ninja to surprise fans with outdoor product upgrades.

Apr. 6, 2026 at 6:10pm

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An extreme close-up photograph of lush outdoor furniture textures like woven rattan, plush cushions, and gleaming metal accents, captured in dramatic high-contrast studio lighting to create a glamorous, high-fashion aesthetic.Tom Brady's new 'Tom Upgrady' campaign with Ninja brings a touch of luxury and star power to backyard makeovers.Boston Today

Tom Brady has announced a new persona called 'Tom Upgrady' where he will be surprising fans across the country by upgrading their backyard spaces with Ninja outdoor products. As part of the campaign, Brady will be video calling unsuspecting homeowners to let them know they are receiving a big backyard upgrade from Ninja.

Why it matters

This campaign allows Brady to stay engaged with his fanbase and promote Ninja products in a fun, interactive way as he transitions into retirement from the NFL. It also provides an opportunity for Ninja to showcase their outdoor product line and reach new customers through Brady's large social media following.

The details

As part of the 'Tom Upgrady' campaign, Brady will be surprising homeowners, primarily in the greater Boston area, by having Ninja deliver a variety of their outdoor products to upgrade their backyards. Brady will then video call the homeowners to let them know about the upgrades. The campaign is set to run throughout the summer, with Brady encouraging fans to share photos of their backyards on social media using the #TomUpgrady hashtag.

  • The 'Tom Upgrady' campaign was announced by Brady on April 6, 2026.
  • The campaign will run throughout the summer of 2026.

The players

Tom Brady

A retired 7-time Super Bowl champion quarterback who is now a Fox Sports broadcaster and global brand ambassador for Ninja.

Ninja

A kitchen and household appliance company that is partnering with Tom Brady on the 'Tom Upgrady' backyard makeover campaign.

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What they’re saying

“Tom Brady quarterback? Good at football. Tom Upgrady? Good at backyards.”

— Tom Brady

“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. 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.”

— Tom Brady

What’s next

Brady will continue surprising fans with Ninja backyard upgrades throughout the summer, encouraging them to share their before and after photos on social media.

The takeaway

This campaign allows Tom Brady to stay engaged with his fanbase and promote Ninja's outdoor product line in a fun, interactive way as he transitions into retirement from the NFL. It also provides an opportunity for Ninja to reach new customers through Brady's large social media following.