Forget hoodies — this is how you launch a brand

THE DROP

_{Insights, launches, and strategy from inside the creator economy.}

NOTES FROM THE EDITOR

For our first week at The Drop, we’re kicking things off with a brand that caught our attention for all the right reasons.

• It’s smart, unexpected, and proof that creators (and athletes) can build memorable brands when they stop playing it safe. And the genius twist that made it work.

• We’re also diving into what actually makes creator brands stand out in a market full of noise, copycats, and quick cash grabs. Spoiler: it’s not just having followers.

• The Sidemen just launched a new ice cream partnership—and it’s the kind of bold, left-field move that shows how far creator-led products have come.

• To finish off, we are showcasing three unique influencer brands from the past month.

We hope you enjoy the first week of The Drop!

Feature Story

Bijan Mustardson — The Condiment King of Creator Branding

It’s easy to forget that influencers go beyond social media.

Meet Bijan Mustardson, the spicy alter ego of NFL running back Bijan Robinson. Instead of launching a boring fitness line or slapping his name on a protein bar, Bijan leaned into personality, humor, and storytelling — and it worked.

In August of 2022, the Atlanta Falcons’ star running back unveiled something unexpected, his very own gourmet mustard brand. The product fused high-level athleticism with bold, creator-style branding.

The team used Bijan’s personality to lean into a full-blown character creation. Bijan starred in multiple commercials with his cowboy personality — part sheriff, part sauce enthusiast — complete with a dramatic Western drawl. But this wasn’t just a gimmick. The product, a tangy honey Dijon-style mustard, was small-batch, quality-made, and backed by a real business strategy.

What made it even more interesting? Robinson launched the brand while still in college at the University of Texas, thanks to the new NIL (Name, Image, and Likeness) rules. Instead of waiting for the NFL spotlight, he built his brand early — and built it differently.

Donavelli Insights

What Makes Influencer Brands Stand Out??

In 2025, launching a brand as an influencer is easy. Making it stick? That’s the hard part.

From energy drinks to skincare lines, the market is flooded with creator-led products. But as more influencers jump into entrepreneurship, the question becomes: how do you stand out when everyone has a logo, a merch store, and a “signature” scent?

Here’s how the best do it.

1. They lead with Story, not status.

   The strongest brands build their products around stories. Consumers want to know why your product exists. Standing out often means starting with an origin story, not a sales pitch.

2. They commit to the bit.

   Memorability wins. The best influencer brands are specific, sometimes weird, and always intentional. Just look at Bijan Mustardson.

3. They build with the audience, not for them.

   Consumers want to feel like the contributed. They want to see behind-the-scenes development to feel like insiders. Its all about emotional equity.

4. They invest in real quality.

   At the end of the day, a product launch is a business. And demands real business implementation. Influencers cant hide behind algorithmic reach anymore. If the product sucks, the reviews come fast.

New Releases

The Sidemen’s Coldest Drop Yet

The Sidemen are entering the snack game, and it’s ice cold. Their brand-new line of ice cream just launched, and it's taking the community by storm.

In partnership with Brakes (a major UK foodservice wholesaler) and crafted with Beechdean, this launch marks a bold leap for the Sidemen’s Sides brand.

Instead of trying to reinvent supply chains from scratch, they partnered with heavy-hitters who know the space. Brakes brings distribution muscle, and Beechdean delivers on the creamy, indulgent product. It’s a textbook example of how creators can scale fast by focusing on what they do best—storytelling, branding, and community—while letting expert partners handle the rest.

This isn’t just a treat—it’s a lesson in creator-led brand building done right.

The Drop Look’s Back

The Most Popular Influencer Brand in 2024?

When we think of the greatest consumer brands, few compare to the empire built by Ryan Trahan. What started as a penny challenge has now grown into one of the top selling candy brands at major retailers like Target and Walmart.

In just over a year, Joyride went from YouTube mention to national shelf space—outselling legacy brands in multiple regions and breaking into a category dominated by industry giants.

Joyride didn’t just ride the wave of influencer hype—it became the standard for what a creator-led product can look like when it’s done right. Strategic retail rollouts, constant social buzz, and a product people love made it one of the breakout CPG stories of 2024.

If 2024 showed us anything, it’s this: the creator economy isn’t just online anymore. Joyride proved that when creators build products with soul, taste, and actual strategy—it hits different.

This Week’s Big Drops

Influencer Brands from this Month:

Interested in Creating you own Brand? Visit Donavelli.com