Three more pro athletes have thrown their support behind a Hilo-based beverage company.
Waimānalo-raised NFL rookie Tetairoa McMillan, a wide receiver for the Carolina Panthers; Devin Williams, a pitcher for the New York Mets; and Jerami Grant, a veteran NBA forward for the Portland Trail Blazers, has Joined Hilo-based Waiākea Hawaiian Volcanic Beverages as the company's newest athlete investors and impact partners, it was announced earlier this month.
They join other athletes and impact partners such as Aaron Judge, Myles Garrett, Klay Thompson and other Hawai‘i-born athletes like Marcus Mariota, Shane Victorino, Kolten Wong, Kirby Yates, Taylor Crabb, Coco Ho and Jocelyn Alo.
Ryan Emmons, co-founder and CEO of Waiākea, says that for the company, this type of investment starts with alignment.
“When athletes invest in Waiākea, it goes beyond a traditional endorsement,” he told Aloha State Daily in an emailed response to questions. “Yes, there is a financial component, but more importantly, it reflects a belief in what we are building and why we are building it. These athletes are choosing to put their own capital behind a mission rooted in sustainability, culture and long-term responsibility.”
That’s why they’re called impact partners.
“They are not just lending their name to the brand,” Emmons continued. “They are taking ownership in the future of the company, helping create positive impact and aligning themselves with the idea that business can be a force for good when it is done thoughtfully and with intention.”
While they’re not disclosing the individual investment amounts, he says this round enabled Waiākea to raise $11 million, with McMillan, Williams and Grant “contributing to that figure alongside other investors.”
Emmons told ASD that impact partnerships are about participation in the company’s mission, not performance.
“They help tell the story in their own voice and use their platform to highlight values they care about, whether that is environmental stewardship, community impact or cultural responsibility,” he explained. “That kind of authenticity cannot be scripted and it is what makes these partnerships meaningful. Rather than a one-size-fits-all approach, each relationship evolves naturally. The common thread is shared purpose. We are building something together, not just awareness, but a long-term impact that extends beyond the product itself.”
He cites some examples.
For instance, Emmons says that when Klay Thompson of the Dallas Mavericks joined the team, the company — in partnership with its nonprofit foundation, Kōkua Initiative, and the Thompson Family Foundation — held a book drive during the Covid-19 pandemic which provided more than 7,500 books to children in Hilo and the Bay Area.
“Another great story is when our partner, Taylor Rapp of the Buffalo Bills, helped to supply Waiākea High football with new jerseys, shared a motivational message and signed gear,” he says. “The Waiākea Kōkua Initiative also partners locally with Marcus Mariota’s Motiv8 Foundation on a different yearly project, including book drives and providing shoes for keiki and more, impacting over 1,000 youth since 2022.”
"Waiākea represents the pride of Hawai'i and the power of doing things the right way," McMillan said in a recent announcement. "Investing in a brand that puts culture and purpose first means a lot to me. I am grateful for the chance to be a part of what's ahead."
On a personal level, Emmons says that support from athletes is “incredibly meaningful.”
“I have always believed that if you stay focused on doing the right thing, even when it is harder or slower, the right people eventually find their way to you,” he told ASD. “Having professional athletes choose to support Waiākea affirms that belief. These are individuals who understand discipline, sacrifice and long-term commitment, and their involvement carries real weight.
“For Waiākea, this support brings credibility and reach, but more importantly, trust and community. Athletes connect with people in a deeply human way, and when they share why they believe in Waiākea, it naturally opens conversations about sustainability, responsibility, and what modern brands should stand for.”
Emmons, who split his time as a child between the Islands, where his mother grew up and his extended family lived, and California, previously spoke with ASD about the passion that drove the Waiākea brand, a public benefit corporation that got its start in Hilo in 2012.
Today, you can find Waiākea in thousands of retail locations across Hawai‘i and the Mainland.
For the latest news of Hawai‘i, sign up here for our free Daily Edition newsletter.
Stephanie Salmons can be reached at stephanie@alohastatedaily.com.
