It’s rare to go anywhere without seeing a Stanley Cup.
Stanleys are at the gym, in the office, all over TikTok, and balancing in strollers. Whether you’re trying to drink more water or just want to match your tumbler to your outfit, Stanley is everywhere right now.
Once a quiet, rugged favorite of construction workers and outdoorsy dads, Stanley has become a cultural phenomenon.
But Stanley’s overnight success was over a century in the making, and its recent explosion is one of the best case studies in viral marketing, influencer strategy, and brand storytelling.
A Century-Old Brand Reinvents Itself
Stanley’s story starts in 1913, when inventor William Stanley Jr. created the first all-steel vacuum-insulated bottle. It was a revolution in durability, built to replace the fragile glass flasks of the era. For decades, it remained a staple for workers and outdoorspeople.
But while the product stayed strong, the brand flew mostly under the radar until the 2020s.
That shift can be traced in part to a leadership change. In 2020, Stanley brought on Terence Reilly as President, formerly CMO at Crocs, who helped redefine the brand’s voice, tap into community-driven demand, and embrace influencer-led growth. Under his guidance, Stanley launched the now-iconic 40 oz Quencher and leaned into a strategy built on scarcity, style, and smart partnerships.
95 Million Views
In late 2023, Stanley’s visibility skyrocketed after a single viral video.
A woman posted footage of her car after a car fire, with a Stanley Quencher still intact in the cupholder, and still full of ice. The video gained over 95 million views and instantly turned the tumbler into a symbol of unmatched quality and durability.
Stanley’s President, Terence Reilly, responded with a TikTok of his own, and he offered to replace her car.
The moment became a masterclass in brand authenticity. No scripted campaign could have hit harder.
Strategic Collaborations That Sell Out
Following the viral moment, Stanley leaned into limited-edition product drops and celebrity collaborations, a proven strategy for building urgency and expanding reach:
⚽ Lionel Messi: A global sports icon bringing Stanley into the mainstream with international fans.
🎀 Barbie: A hot pink Quencher during peak Barbie season.
🐉 Post Malone: Camo designs, lunchboxes, and rugged accessories, launched June 2025.
☕ Starbucks x Target: Store-exclusive colorways that caused lines, restocks, and resale frenzies.
🌍 Cross-cultural appeal with names like Tyla, Olivia Rodrigo, and Lainey Wilson.
Each drop was part product, part pop-culture moment, and part lesson in scarcity marketing.
A Modern Marketing Masterclass
Stanley’s resurgence isn’t just a fluke, it’s an example of how legacy brands can win with the right blend of timing, community engagement, and platform-native storytelling. Key takeaways:
Durability that resonated beyond product specs: A moment of crisis revealed not just product quality, but the kind of brand Stanley aims to be: responsive, grounded, and human.
Influencer marketing without the pitch: Stanley found success by showing up authentically on TikTok and Instagram, often through real people, not polished ads.
Community-first product strategy: Color drops, collab requests, and product ideas are often driven by TikTok trends or fan feedback.
Cultural relevance > legacy status: A 100-year-old brand became aspirational by aligning with modern aesthetics, from “clean girl” wellness to tactical-core dad energy.
Stanley x Checkmate
From 1913 steel bottles to 2025 TikTok dominance, Stanley’s evolution is everything we love in a brand story: timeless product meets perfectly timed momentum.
It’s no wonder we were thrilled to help support and grow this chapter.
Stanley 1913 x Checkmate is a partnership built on substance, style, and a shared belief that performance and brand magic aren’t mutually exclusive.
We’re proud to be part of their story.
