Bigface
| Company type | Private |
|---|---|
| Industry | Lifestyle, Coffee, Apparel |
| Founded | 2021 |
| Founder | Jimmy Butler |
| Headquarters | Miami , United States |
Area served | United States |
| Products | Coffee, Apparel, Branded goods |
Bigface (often presented in all caps and alternatively written as Big Face or BigFace) is a U.S.-based lifestyle brand established by professional basketball star Jimmy Butler. Originating in 2020 as a side venture providing coffee to players during the COVID-19 pandemic-affected 2020 NBA Bubble, Butler officially introduced Bigface in 2021 as both a coffee enterprise and lifestyle label, delivering direct-to-consumer coffee products, apparel, and branded goods.
Initial development as a side venture
Prior to the start of the 2019–20 NBA season, the Miami Heat acquired forward Jimmy Butler from the Philadelphia 76ers. The NBA season was paused in March 2020 due to the COVID-19 pandemic, resuming months later inside a controlled "bubble" environment at the ESPN Wide World of Sports Complex near Orlando, Florida. The Heat were housed at Disney's Coronado Springs Resort.
In an interview with ESPN's Rachel Nichols, Butler revealed he was honing his coffee-making abilities with intentions of opening a café after his basketball career. While inside the bubble, Butler brought along a French press and brewed coffee using El Salvador beans, humorously selling cups to teammates for $20 each. This price corresponded with the $20 bills included in NBA per diem envelopes during the bubble, facilitating easy transactions despite limited cash circulation. He maintained a single price regardless of cup size or coffee variety.
The brand name "Big Face Coffee" stemmed from this $20 pricing model, with "big faces" colloquially referring to $100 bills—Butler joked about charging $100 without giving change. The limited availability of quality coffee within the bubble heightened demand for his offerings.
In September 2020, Butler secured trademarks for "Big Face" and sported branded apparel before a Miami–Boston playoff matchup. The Heat advanced to the 2020 NBA Finals but were defeated by the Los Angeles Lakers in six games.
Before launching Bigface, Butler was not initially a coffee enthusiast but grew passionate about both coffee and its business side through experiences alongside his trainer.
Official company formation and post-bubble expansion
Following the season’s conclusion, Butler immersed himself further into coffee knowledge, learning about bean varieties, brewing temperatures, and preparation methods. He shared with Insider that his motivation came from bonding with strangers over coffee during NBA offseasons. Additionally, Butler practiced latte art and traveled to Costa Rican coffee farms to deepen his expertise, with plans to visit Africa for similar purposes. In August 2021, Bigface invested $65,000 at the Cup of Excellence auction to acquire over 1,000 pounds of premium El Salvadorian coffee. The brand sources beans from multiple countries such as Ethiopia, Honduras, Colombia, and Ecuador.
To expand Bigface’s reach, Butler joined Shopify’s creator program, which supports athlete entrepreneurs by integrating them into Shopify’s e-commerce platform without charging fees or requiring equity. Bigface officially launched on October 1, 2021, coinciding with International Coffee Day. Collaborating with Shopify, Bigface debuted an NFT-powered online store featuring exclusive coffee blends. Beyond its core coffee products, Bigface functions as a lifestyle brand offering apparel manufactured by Lululemon along with other merchandise via its e-commerce site. In 2022, Bigface partnered with designer Daniel Patrick to unveil a clothing collection at Miami’s prestigious Art Basel event.
Pop-up Shops and Collaborative Initiatives
In 2022, Bigface introduced pop-up retail experiences, beginning with a collaboration alongside Van Leeuwen. This partnership featured a caffeinated ice cream crafted from Ethiopian coffee beans, available in New York City's Tribeca neighborhood. The affogato-inspired flavor was also distributed across Van Leeuwen outlets nationwide. The alliance further extended to pop-up events at the Miami Open and within Miami's Design District. Additionally, Bigface served as the official coffee provider for athletes and VIP lounges during Miami’s Masters and WTA 1000 competitions.
In April, Butler secured trademarks to broaden Bigface’s portfolio to include fresh produce, beverages, and baked items. By October, the brand had teamed up with Onyx Coffee Lab to launch curated boxed collections containing coffee blends and mugs, inspired by Butler’s visit to Onyx’s Amsterdam Hummingbird café.
During May 2023, Bigface provided complimentary coffee at the Paddock Club amid the Miami Grand Prix and formed a partnership with Lids. Another pop-up location was established outside the Kaseya Center ahead of Game 3 of the 2023 NBA Finals, hosted by Butler’s Miami Heat team.
Bigface also worked with design firm Artpresso to develop bespoke espresso machines and barista tools, including a Strada model from La Marzocco and a Linea Mini tailored exclusively for Butler’s away games. In August, Bigface collaborated with Fellow to introduce coffee-related products such as grinders, scales, and pour-over kettles. Moving into 2024, Bigface expanded its partnerships to incorporate Bacardi and Miami-based Salty Donut.
The packaging designs created by Brandmonger and Zenpack earned recognition as a runner-up at the 2023 Core77 Design Awards.
Future Directions
Bigface plans to establish cafés in both Miami and San Diego, with its inaugural physical store scheduled to open in Miami by September 2024. Butler, who spends his NBA offseasons in San Diego, remains actively engaged in steering the brand’s development.
The company intends to pursue international growth via additional café locations and grocery product offerings, aiming to enhance market reach and elevate brand prominence.