Marketing

Sweetgreen taps Phoenix Suns' Devin Booker as brand ambassador

Devin Booker joins Naomi Osaka as an ambassador for Sweetgreen. Provided

May 2, 2022

Sweetgreen has tapped Devin Booker, a shooting guard for the Phoenix Suns, as brand ambassador.

"We introduced a powerful shift in the food industry with Naomi (Osaka) last year and we brainstormed together about who else to bring on this journey. We wanted an athlete that spoke to the importance of
healthy living and Devin was a natural fit," Chief Brand Officer Nathaniel Ru said in a company press release.

Sweetgreen's "Create Your Own" campaign highlights the most ordered item on the menu: the custom bowl. Over 65% of digital orders are customized with at least one modification, and with over 40 ingredients, there are millions of unique combinations.

"As an athlete, I'm always aware of what I'm putting into my body," Booker said in the release. "I know what ingredients make me feel my best, so when I order my go-to bowl at sweetgreen, I am confident that every ingredient is going to help fuel my day, on and off the court."

Booker joins tennis star Osaka, who partnered with Sweetgreen last year, as its first national athlete ambassador.

"I started working with Sweetgreen because I connected with their mission and was already a regular customer," said the three-time Grand Slam singles champion, philanthropist and advocate. "Joining forces with a brand that is creating a positive change in the world is really important to me. Tapping Devin and bringing him into the mix makes it even better."

Osaka and Booker worked with Sweetgreen's culinary team to perfect their go-to custom orders, which are available through June 5.

For the national campaign, Sweetgreen partnered with @Owen.han, a TikTok creator, to direct the films and has a series of experiences built for social media, YouTube, OOH, OTT, Mobile, Audio, Search and Direct Partners.

Sweetgreen has over 150 locations.