New England Patriots wide receiver Julian Edelman is adding tech enthusiast to his resume, on top of being one of quarterback Tom Brady's favorite targets.
The 27-year-old football player is not only active on social media, engaging with fans and pumping out content, but he recently participated in a Reddit AMA ("ask me anything" Q&A) and recorded a video of himself using Google Glass to show what it's like to return a punt wearing the high-tech connected specs.
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He's also among the growing list of sports stars turning to digital agencies to build his brand during the off season. Although it's common for brands to seek out social assistance from third-party providers, more athletes are doing the same. Boston-based Superdigital handles everything from his endorsement deals with PUMA to strategic partnerships with Burberry and, yes, Google Glass.

"Ad agencies don't generally work with athletes in this capacity," Assaf Swissa of Superdigital told Mashable. "It was one that really worked out and has led to other athletes reaching out to us. It's been a bit of an experiment"
Superdigital has applied the rules of branding and marketing to Edelman by developing his brand, designing logo treatments, growing his social presence and building out partnerships.
"Social media is a great way for Julian to show his personality and interests to his fans. We've seen pretty amazing engagement on his social channels," Swissa said. "Considering that most brands would be thrilled with a 2 to 3 percent engagement rate, his 10 percent Facebook engagement rate is very powerful and we're careful to always keep the content authentic, even when we involve sponsorship messaging like one with Smoothie Tyme."

Edelman recently stopped by the Mashable office too to play a game of paper football against editor at large Lance Ulanoff. It's these blasts to his social media pages that give fans a deeper look at who he is beyond the uniform he wears and the team on which he plays. Check out the Vine video below.

Edelman, who has more than 150,000 Twitter followers and more than 175,000 Facebook fans, will continue to grow his brand across social during the off season.
Post by Julian Edelman.
"Brands are aware that athletes gravitate toward Twitter and build up very large followings," Swissa said. "It's not as common to have an athlete diversify into multiple channels like Julian has, but it's definitely paid off with a super engaged loyal following."
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In preperation for the Super Bowl this Sunday in East Rutherford, NJ, the city is turning sections of Times Square and Broadway into 'Super Bowl Boulevard,' which will feature events such as games, concerts and live broadcasts.
Thousands of tourists have descended on Manhattan to soak up the pre game atmosphere which includes a toboggan ride, autograph booths and a penalty kick cage.
Football fans walk along Broadway in Times Square which has temporarily been re-named Super Bowl Boulevard as the city prepares for Sunday's game between the Denver Broncos and Seattle Seahawks on January 30, 2014 in New York City.
Crews have been working around the clock to transform New York’s theater district into football-fan territory. Admission is FREE and open to the public.
The 'Toboggan Run' between 40th and 41st streets is 60 feet tall and 180 feet long, allowing eight people at a time to race against each other.
Organizers of the event expect more than one million people to visit the boulevard between now and Sunday. Lines were growing as people waited in freezing temperatures to get autographs from NFL players.
Freebies were being given out all over, from cups of hot chocolate to candy, pizza and of course, Pepsi.
People walk past "Super Bowl Boulevard," which runs through Times Square and down Broadway, on January 28, 2014 in New York City.
"Super Bowl Boulevard," takes over Times Square on January 28, 2014 in New York City.
Luke Caramanico, 9, of New York poses in a Seattle Seahawks uniform on Super Bowl Boulevard on January 29, 2014 in New York, New York. In preparation for the Super Bowl sections of Times Square and Broadway host various games, sponsor booths, and TV broadcasts.
Thousands of tourists have descended on Manhattan to soak up the pre game atmosphere which includes a toboggan ride, autograph booths and a penalty kick cage. Security is tight throughout the city with thousands of officers patrolling on foot and in vehicles.
"Cleatus the Robot" makes an appearance at the FOX Sports tent on Super Bowl Boulevard, January 30th, 2014.
A man kicks a football into a net as fans gather along Broadway in Times Square which has temporarily been re-named Super Bowl Boulevard as the city prepares for Sunday's game between the Denver Broncos and Seattle Seahawks on January 30, 2014 in New York City.
Super Bowl themed street signs adorn the boulevard, directing you to all of the fun festivities taking place.