Inside Stanley 1913’s evolution from utility to lifestyle
)
Matt Navarro, global brand president, PMI WW Brands LLC (Stanley 1913)
What started as a rugged utility product built for workers and outdoor enthusiasts has evolved into one of the most recognizable lifestyle brands in retail: Stanley 1913, part of PMI WW Brands LLC. Matt Navarro, global brand president, PMI WW Brands LLC (Stanley 1913), joins Retail Gets Real to discuss how Stanley balanced explosive viral growth with long-term brand building, global expansion and product innovation.
How Stanley became a cultural phenomenon
Stanley’s rise did not happen by accident; the brand identified an opportunity to disrupt a category that had become stale and predictable. By introducing bold colors, fashion-forward styling and products designed around everyday moments, Stanley transformed hydration into something personal and expressive.
“What we really did was connect a water bottle to your fashion, to your lifestyle, and make it a fashion accessory,” Navarro says.
The timing also mattered, capitalizing on consumers’ increased focus on wellness and routine during the pandemic. Stanley leaned heavily into female consumers while staying rooted in the durability and quality that built the brand over the last century. That strategy helped fuel a wave of viral growth across social media and retail.
Balancing heritage with innovation
Even with Stanley’s modern identity, the company’s greatest strength is still its history. Founded in 1913, the brand built its reputation on innovation and performance, beginning with William Stanley Jr.’s invention of double-wall stainless steel vacuum insulation. That legacy still shapes how the company approaches product development and brand strategy. Stanley now holds more than 100 patents, and Navarro says the company continues to push into new product architectures and categories while staying true to the brand’s core identity.
“People expect us to always be durable, to always have the highest quality product, and for us to innovate,” he says.
Authentic partnerships and global growth
Collaborations have also played a major role in Stanley’s momentum, including its most successful partnership, with soccer superstar Lionel Messi — reportedly a Stanley fan since drinking mate during his childhood in Argentina. Stanley is also continuing to expand internationally with major growth across markets in Europe and Asia, while simultaneously broadening its product lineup beyond hydration with products like its new steel cooler collection.
Listen to the full episode to hear more about Stanley’s viral growth, global expansion strategy, authentic brand collaborations and how a 110-year-old company continues to reinvent itself for a new generation of consumers.
Episode chapters
(00:00:00) Building a career through mentorship and growth
How experience across major sporting goods brands shaped Matt Navarro’s approach to business
What Stanley 1913 looked like before its massive resurgence
(00:02:58) Reinventing Stanley for a new generation
How Stanley transformed drinkware into a lifestyle and fashion accessory
How the brand balances premium positioning with rapid global growth
(00:07:09) Understanding Stanley’s evolving consumer
How Stanley shifted from work sites and outdoor gear to lifestyle branding
How it continues to attract new audiences while honoring longtime fans
(00:09:21) The partnerships driving Stanley’s cultural relevance
Why authenticity matters more than celebrity status in brand collaborations
The story behind Stanley’s collaboration with Lionel Messi
(00:13:32) Balancing Stanley’s heritage with innovation
Why Stanley’s 110-year history still guides modern brand decisions
How Stanley is building loyalty with the next generation of consumers
(00:15:08) The innovation history behind Stanley’s products
How invention and engineering have shaped the brand for more than a century
Why Stanley sees itself as a company built by creators and inventors
(00:17:05) What leadership looks like inside Stanley 1913
How everyday customer interactions inspire the brand’s growth
Unexpected ways consumers are incorporating Stanley into their lives
(00:20:57) What’s next for Stanley
How Stanley plans to expand beyond hydration into new product categories
Why global growth remains a major focus for the brand’s future
Resources:
Become an NRF member and join the world’s largest retail trade association
Learn about retail advocacy at nrf.com/advocacy
Find more episodes at retailgetsreal.com