The strategy behind Joe & The Juice's and NBA superstar Kevin Durant partnership

Campaign ME

02-05-2025

To some, the first thing that may come to mind when they hear Kevin Durant and Joe & the Juice, is 'basketball sandwich,' and they wouldn't be far off.
An unlikely duo, pairing – an NBA superstar and a global juice bar – but this partnership is part of a broader branding strategy aimed at positioning Joe & The Juice as more than just a place to grab a smoothie.
Joe & The Juice, Global Brand & Communications Director, Kasper Garnell commented, 'We wanted to show that Joe isn't just a juice bar – It's a mindset. The message is simple: greatness isn't an accident. It's a lifestyle. And whether you're an athlete, an entrepreneur, or just someone on the move, Joe is here to fuel your journey and help you teach the peak of your performance,'
'Primarily, it was about brand elevation – boosting awareness globally and solidifying Joe & The Juice as a lifestyle brand, not just a place to grab a smoothie. We targeted growth in key markets, but more importantly, we wanted to inspire new audiences who align with our vision of active living and everyday greatness,' adds Garnell.
Why Kevin Durant?
The partnership with NBA superstar Kevin Durant was a strategic move within the global campaign, aligning with the brand's ethos of movement, wellness, and ambition.
'At Joe & The Juice, we've always stood for energy, ambition, and authenticity – qualities that Kevin Durant naturally embodies. The creative vision was about connecting the spirit of hustle, wellness, and global culture through a fresh lens,' says Garnell.
He continues, 'Kevin isn't just an NBA legend; he's a global icon who's reshaping culture on and off the court. He's deeply invested in health, entrepreneurship, and community – all values we share. Plus, his international influence matches our global ambition perfectly. From our first conversations, it felt authentic, not just transactional, and that made all the difference.'
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Reaching the right audience
While the campaign was designed to be globally consistent in terms of visuals, messaging and creative direction there were some changes made to make the campaign more regionally relevant.
'We worked closely with our in-house creative team alongside select partners for production and amplification. Having a hands-on brand team meant we kept the Joe DNA strong throughout, while tapping into external expertise where it made sense: from digital media buying to local PR activations,' says Garnell.
The campaign targeted a generation of young people who view wellness as a lifestyle rather than a fleeting trend – a particularly relevant theme in the UAE market.
According to Mariana Sarilho, Marketing Manager for the UAE market, Joe & The Juice says, 'Joe & The Juice focused on a young, urban, aspirational crowd, people who are passionate about health, culture, and self-expression. In the UAE especially, there's a strong appetite for global trends and healthy, wellness-driven lifestyles. Kevin's authenticity and reach in sports, business, and youth culture gave us that direct line to engage them meaningfully.'
Locally, the focus was on activating the campaign through relevant community connections.
'Our focus was more about how we activated it: making sure we connected with the right communities, selecting relevant touchpoints, and bringing the campaign to life in ways that felt natural within the local lifestyle and fitness culture,' adds Sarilho.
Social buzz and broader impact
Online, the campaign has made a noticeable impact – both in terms of visibility and engagement.
'The feedback was incredible. Engagement rates across our channels jumped significantly and we saw a big spike not just in likes, but real conversations around the collaboration. One surprise was how many non-traditional customers (not just gym-goers or athletes) felt inspired by the messaging. It showed us that Joe's energy resonates way beyond the health niche,' Sarilho shared.
To reinforce local relevance, the brand also collaborated with regional influencers. 'We are activating local tastemakers, fitness influencers, and lifestyle creators in the UAE. They help us tell the story in a way that feels personal and real to their own audiences. Selection was based on authentic brand fit,' she adds.
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Rolling out the campaign
The campaign's rollout was launched as a 360 experience – across social platforms such as Instagram, TikTok, YouTube, out-of-home placements, and in-store activations.
'Kevin's personal platforms played a huge role in boosting visibility, when he shared, it instantly amplified our reach to millions of highly engaged fans who trust and relate to him. It wasn't just about numbers, it was about tapping into real cultural influence,' Garnell explains.
The launch strategy itself unfolded in phases – each one designed to build momentum and anticipation. And as for the results?
'We looked at brand lift, engagement rates, in-store footfall, and product sales tied to the campaign. Early data has been super encouraging with significant uptick in brand mentions, strong video completion rates, and sales growth in key categories. We're still analysing deeper impact, but the energy is undeniable,' says Garnell.
The campaign will stay live into the summer, with fresh content and new moments dropping along the way to keep the momentum building