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The new collection, launching June 16, includes a range of products co-designed by the artist.
Following a strategy shift that began in 2020, the brand known for its 40-Quencher tumblers is partnering with musician Post Malone for its largest celebrity product line collaboration to date. The collection, which goes on sale June 16, includes a metal lunchbox, flask, mug, cooler, pint-sized beer cup, and Quencher.
The partnership is part of PMI WW Brands, LLC chief brand officer Kate Ridley’s plan to leverage the brand’s newfound popularity to achieve further growth. Ridley, formerly chief brand and product officer at Allbirds, initially joined as a marketing consultant in January 2025 before transitioning to a full-time role in April.She succeeded Graham Nearn, who was chief product and sustainability officer.
Ridley aims to transform the brand into a “premium lifestyle brand” by pursuing culturally relevant collaborations that demonstrate the brand’s offerings beyond hydration products.
“To do that, we have to be connected to culture,” she told ADWEEK. “we need to be where our consumers are [and] be focused on what’s inspiring them, whether that is music, entertainment, sports, fashion, [or] beauty.”
Post Malone Collection Details
The Post Malone collection emphasizes product differentiation, with the artist co-designing the range and collaborating on promotional creative elements. The collection features camouflage patterns and accessories that reflect Malone’s style, including a leather Quencher wrap with a pouch and bolo tie, along with various keychains.
“We wanted to go all the way and push the envelope on this one,” said Juan Navarro, CMF designer, brand partnerships, PMI WW Brands, LLC.
Juan Navarro, CMF designer, brand partnerships, PMI WW Brands, LLC, said, “We wanted to go all the way and push the envelope on this one.”
Future Plans
Looking ahead, Ridley indicated that the company has additional partnerships planned in the sports and fashion sectors. The brand also intends to launch creative campaigns that highlight its complete product range.
“Talking more about our originality and sustainability are two big goals for us,” she said. “Ultimately, the Stanley mission is about fueling the human experience. You’re going to see some campaigns coming out that help personify what that means.”
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