As the Seahawks get ready to kick off defense of their Super Bowl title Thursday, you can expect to see a lot more of Russell Wilson - both on the field and off.
The quarterback is seemingly everywhere you turn these days, parlaying his celebrity into major endorsement deals with the likes of Nike, Alaska Airlines, Braun and Microsoft.
Commercials featuring Wilson will be a regular staple of NFL coverage throughout the season, as companies seek to cash in on his popularity.
Alaska Airlines will begin airing the first of three new spots starring Wilson on Thursday.
The commercials feature Wilson, "Alaska's Chief Football Officer," putting airline employees through their paces in a special training camp that includes a luggage-toting high-stepping obstacle course, a lost teddy bear running drill, and flight attendants honing their throwing skills in a snack delivery accuracy training.
The first spot will air on TV stations from Bellingham to Vancouver, Washington and be featured prominently during coverage of the Seahawks' preseason kickoff against the Denver Broncos.