Devin Booker becomes Stanley’s first NBA player partner with new collection
· Yahoo Sports
NBA star Devin Booker just scored another major endorsement deal.
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When he’s not sharing fresh colorways of his signature Nikes or game highlights, the Phoenix Suns star is usually on his Instagram showing off his time out in nature or his dogs.
That outdoorsy lifestyle just landed him his very own Stanley collection.
Stanley announced Thursday morning that Booker is the brand’s first NBA player partner with the “Hidden in Plain Sight” collection, which includes hydration, bar and pet products inspired by the five-time All-Star.
The collection features 24-ounce and 64-ounce insulated leakproof tumblers, a insulated pet bowl, a stainless steel lunchbox and a party set in an orange and tiger-camo pattern, retailing from $40 to $150.
“Stanley 1913 and I share a love for quality and design, which is what made this partnership feel authentic from the start,” said Booker. “We created a capsule inspired by the moments that people don’t see — my offseason road trips, hikes with my dogs, and game nights with friends. Stanley 1913 has always been part of those moments, so collaborating on this collection felt like a natural fit.”
More than a viral cup
NBA star Devin Booker's new collection of Stanley brand products in this undated handout photo. | Stanley 1913The Booker deal is a sign of where Stanley is trying to take its business next.
The brand became a social media phenomenon through the Quencher tumbler, with annual sales jumping from roughly $73 million in 2019 to $750 million in 2023, per CNBC. Now, Stanley is looking to build something that lasts beyond the viral cup craze, expanding further into sports, celebrities, fashion and other parts of consumers’ everyday lives.
That makes an NBA star like Booker a logical fit.
Stanley’s already been dipping into sports, teaming up with WNBA star Caitlin Clark and building a closer tie with the Utah Jazz. On top of that, the company partnered with singer Kacey Musgraves, soccer legend Lionel Messi, and the women’s sports platform TOGETHXR.
For Utahns, there’s already a ton of history behind these super popular colorful cups.
The Deseret News’ Meg Walter reported in 2022 that Stanley had developed “deep roots in the Beehive State,” as Utah influencers helped turn the company’s Adventure Quencher into a national phenomenon. Stanley had expanded its reach by teaming up with The Buy Guide, an influencer and affiliate-marketing blog established by a group of Utah women.
“We knew (the Stanley) needed to be talked about and shown,” says Alpine resident Linley Hutchinson of The Buy Guide. “These influencers really take the time to cater to their audience. They know what their followers want and need to hear.”
The brand’s relationship with Utah sports grew in 2024, when the Jazz became the first pro sports franchise to partner on a team-branded cup.
Perfect for the outdoors
Booker’s collection taps into another part of that Utah connection: the outdoors.
The state’s hiking culture makes products built around hydration, road trips and spending time outside a natural fit. A Utah weekend can mean heading into the Wasatch Mountains for a hike, packing lunch for a trail day or loading up the car for a trip through the Salt Lake Valley.
That is essentially the lifestyle Booker is putting behind his name, with his collection being a nod to his off time in Flagstaff, Arizona.
Stanley isn’t just selling another colorful cup. It is trying to make the brand relevant in more places and to more people — from NBA arenas to Utah hiking trails to social media through influencers.
Booker may spend most of his year traveling from arena to arena.
But his first Stanley collection is built around what happens when he leaves them.