Stanley Cup, the gourd that America is fighting over, wants to conquer Europe

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After conquering the United States with aggressive and effective marketing, the reusable water bottle brand is now tackling the French and European markets. But its overconsumption model is hampered by environmental issues.

Endorsed by Vogue, the Stanley water bottle is banking on fashion to appeal to an active urban audience. (Saga/Libération)

by Balla Fofana and photo Saga

What better way to conquer the globe than by partnering with a pop star with a multi-genre musical style (rock, hip-hop, or even country)? Stanley, the American brand of recycled stainless steel water bottles (called "Quencher" or "Cup"), is launching a new collection on June 16th in collaboration with Post Malone , the singer of hits Rockstar and White Iverson. Drawing on "Posty's" obsessive passion for camouflage and Texas style, the partnership revisits the classics of the brand that glamorized water bottles. The collection includes the "Quencher H2.0 FlowState" cup with a brown belt (65 euros), the "Legendary Classic" bottle and its lunch box (150 euros), or the "Stacking Beer Pint" cup (21.50 euros). Six months earlier, Stanley had partnered with superstar footballer Leo Messi with a collection simply titled "GOAT" (from the expression "greatest of all time ").

Another step in the deployment strategy of a brand whose