More Than Water: Athletes Invest in Waiākea's Purpose-Driven Mission

HILO, Hawaiʻi – January 06, 2026 – Waiākea Hawaiian Volcanic Beverages has announced a significant expansion of its 'ohana, welcoming NFL rookie sensation Tetairoa McMillan, MLB All-Star pitcher Devin Williams, and NBA veteran forward Jerami Grant as its newest athlete investors and impact partners. The move signals more than just a traditional endorsement deal; it represents a deepening commitment to a modern partnership model where elite athletes are investing their capital and reputation in companies that align with their personal values.

This trio of stars joins an already formidable roster of athlete-investors at Waiākea, including MLB MVP Aaron Judge, NFL All-Pro Myles Garrett, and NBA Champion Klay Thompson. The announcement underscores a growing trend in the sports and business worlds: a strategic shift from simple sponsorship to authentic, equity-based partnerships built on a foundation of shared purpose.

A New Playbook for Athlete Partnerships

The era of athletes simply lending their face to a product is evolving. Today's top competitors are increasingly acting as savvy investors, seeking equity stakes in brands they genuinely believe in. This model provides athletes with long-term financial opportunities beyond their playing careers and grants brands a deeper, more authentic level of advocacy. Waiākea’s latest partnerships are a prime example of this new playbook in action.

Tetairoa “T-Mac” McMillan, a Hawai'i native from Waimānalo and the Carolina Panthers’ standout rookie receiver, emphasized the cultural connection. "Waiākea represents the pride of Hawai'i and the power of doing things the right way," McMillan stated. "Investing in a brand that puts culture and purpose first means a lot to me." His involvement is a homecoming of sorts, aligning his professional success with a brand rooted in his heritage.

This sentiment is echoed by his new partners. Jerami Grant, a 12-year NBA veteran and Olympic Gold Medalist, noted his pre-existing affinity for the product was deepened by the company's ethos. "It's clear that their focus on family, their philanthropic core, and care for the environment make them the perfect partner for me," Grant said. Devin Williams, a two-time MLB All-Star newly signed with the New York Mets, added, "They have built something special, and I am proud to support their continued growth." These statements reflect a deliberate choice to back a company whose mission extends beyond its balance sheet.

The Anatomy of a Purpose-Driven Brand

What makes a premium water company an attractive investment for world-class athletes? For Waiākea, the answer lies in a unique trifecta of product purity, verifiable sustainability, and deep-seated cultural values. The company, founded in 2012 as a public benefit corporation, has built its identity on more than just hydration.

The water itself boasts a compelling origin story, naturally filtered through 14,000 feet of porous volcanic rock on the Mauna Loa volcano. This process enriches it with electrolytes and minerals, resulting in a naturally alkaline pH. But the company’s commitment to the environment is just as integral to its brand. In 2025, Waiākea became a Certified B Corporation, achieving one of the highest scores in the beverage industry. This rigorous, third-party certification validates a company's commitment to high standards of social and environmental performance, accountability, and transparency.

Waiākea was a pioneer in sustainable packaging, being one of the first U.S. beverage companies to commit to using 100% post-consumer recycled (PCR) materials for its bottles. This initiative significantly reduces the carbon footprint associated with production compared to using virgin plastic. This focus on a circular economy and environmental stewardship provides a powerful narrative that resonates with a generation of athletes and consumers who are increasingly conscious of their impact.

Living Aloha: Philanthropy as a Cornerstone

Central to Waiākea's identity is the Hawaiian concept of Mālama i ka 'Āina - the responsibility to care for and respect the land and its people. This philosophy is not just a marketing slogan but a core operational principle, manifested through its non-profit arm, the Kōkua Initiative. The foundation focuses on a "3 piko" or three-pronged approach: supporting educational opportunities, promoting 'āina-based conservation, and assisting vulnerable communities in Hawai'i. Since its inception, the initiative has reportedly impacted nearly half a million people.

Furthermore, the company's global reach is tied to its philanthropic efforts. For every liter sold, Waiākea donates a one-week supply of clean water to communities in need, primarily in Malawi, through a partnership with the non-profit Pump Aid. This tangible link between commerce and charity is a powerful draw for partners like McMillan, Grant, and Williams, who can use their platforms to amplify a message of positive global impact. By embedding philanthropy into its business model, Waiākea has made 'Live Aloha' a verb, attracting talent who want their professional associations to reflect a commitment to social good.

Navigating a Crowded Market

The premium bottled water market is fiercely competitive, with established giants like Fiji Water and Evian, and performance-focused brands like Essentia. In this landscape, Waiākea has carved out a distinct and defensible niche. While competitors may lean on celebrity endorsements or purity claims, Waiākea has built a multi-faceted brand identity that integrates its Hawaiian origin, verifiable sustainability credentials, and authentic athlete partnerships.

This strategy appears to be paying off. The company has been recognized on the Inc. 5000 list of fastest-growing private companies and continues to expand its retail footprint across the United States. By attracting athletes as equity partners rather than just paid endorsers, Waiākea ensures its ambassadors are genuinely invested in its long-term success. This creates a powerful and authentic marketing engine that is difficult for competitors to replicate. As the brand looks toward the future, this growing roster of high-profile, mission-aligned investors provides not only capital and visibility but also a powerful validation of its purpose-driven business model in a market that increasingly values authenticity.