Suplmnt · Social, influencer campaigns and brand collaborations
A water bottle is a commodity. Who carries it is not.
Suplmnt is a Black-owned insulated water bottle brand, built for a culture the big bottle brands never designed for. A challenger in a crowded category cannot outspend the names already on the shelf. It has to be seen in the right hands. Most of this work happened on social, through influencer campaigns and collaborations with SLAM and the New York Yankees, and the moment that mattered most was the bottle turning up with Jay-Z, Kevin Hart and Steph Curry.
- Client
- Suplmnt
- Principal
- Jairus Morris, founder
- Role
- Social, influencer campaigns, brand collaborations
- Category
- Hydration, lifestyle
Suplmnt’s own “Seen Hydrating” creative.
The problem
The category has giants. None of them were built for this audience.
Jairus Morris started Suplmnt because, as he told The Atlanta Voice, none of the major brands geared their product toward urban culture. The design says so. The base of the bottle copies the sole of an Air Jordan 1, the carry loop is a shoestring and the lid has a concrete texture.
A good product is not enough in a category where the biggest brands already own the shelf and the ad budget. A new bottle wins on who is seen carrying it and where. So the job was to put Suplmnt in front of the people its customers already watch: on their feeds, in their magazines and at their games.
A bottle nobody sees is just a bottle.
The work
Most of it happened where the audience already was: on social.
The campaigns ran on social and through influencers, backed by collaborations with brands the audience already trusted. Every piece had the same aim: get the bottle into the hands and feeds of people Suplmnt’s customers follow.
SLAM x SUPLMNT
SLAM, basketball’s culture magazine, released an exclusive three-bottle collection: an all-over print, an all-black bottle with the vertical SLAM logo, and a laser-etched “Respect the Game” lockup. SLAM ran the founder’s story alongside it. As Morris put it to SLAM, “I feel as though we have the same audience.” Suplmnt customized the bottles top to bottom, and SLAM sold them through its own channels.
The New York Yankees
BlueTriton, the company behind Poland Spring, ordered Suplmnt bottles several times for outdoor events under Poland Spring, Arrowhead, Ozarka and the New York Yankees.
Jay-Z
Suplmnt shared Jay-Z using its bottles: “Hydration meets culture, Jay Z is the epitome of our culture.”
Kevin Hart
Kevin Hart had custom Suplmnt bottles made, and they turned up on social.
Steph Curry
Forbes reported that Steph Curry had been seen drinking from Suplmnt bottles.
Put the product where culture already looks. The right hands do the rest.
The number
1.7 million impressions, not 170 million.
An earlier version of this page said 170 million impressions. That was wrong by a factor of a hundred, and it is withdrawn. The campaign figure is 1.7 million, most of it from social and influencer campaigns.
| Item | Position |
|---|---|
| Impressions | 1.7 million. Playbook MG’s campaign figure, mostly social and influencer. |
| SLAM x SUPLMNT | Three-bottle collection, announced by SLAM on 9 December 2022. Custom bottles sold through SLAM’s own channels. |
| New York Yankees | Bottles ordered through BlueTriton for outdoor events under the Yankees name. Founder’s record, April 2023. |
| Jay-Z | Shared by Suplmnt, 21 August 2024. |
| Kevin Hart | Custom Suplmnt bottles, shown on social. |
| Steph Curry | Reported by Forbes, 4 March 2025. |
| Corporate orders | Warby Parker, more than 2,000 bottles for employees. The Waste Management Phoenix Open, 600 bottles. Founder’s record, April 2023, listed for context. |
| Not claimed | Gary Payton II’s investment in the brand, announced in February 2025 with another agency as media contact. |
A smaller number we can defend is worth more than a bigger one we can’t. The sightings are the result that mattered, and they need no impressions figure to make the point.
What transfers
Three rules for a challenger brand in a crowded category.
- Borrow an audience that already trusts someone
- A new brand’s fastest route to credibility is another brand’s audience. SLAM’s readers trusted SLAM before they had heard of Suplmnt.
- Let the culture carry it
- When Jay-Z, Kevin Hart and Steph Curry are seen with a product, that moment travels further on social than an ad the brand could buy.
- Get the number right
- An inflated figure costs more trust than it earns. 1.7 million defended beats 170 million questioned.
In a crowded category, the right hands are the whole campaign.
Playbook MG is a boutique public relations and influencer agency in Brooklyn, working with Caribbean heritage and culture-rooted brands across wellness, beauty, food and beverage, fashion, entertainment, arts and nonprofits. This page claims only the work Playbook MG did. Investments and coverage that came through others are listed as such and are not claimed.
All case studiesPlaybook MG · Industry City, Brooklyn · Public sources dated as published · As of September 2026