Kendall Jenner Takes Equity Stake as TRIP Global Ambassador

Kendall Jenner is no longer just a celebrity face on a can. British calming-drinks brand TRIP has named her global ambassador and equity shareholder, pairing a multi-talent “Calm in the Chaos” campaign with an ownership stake that frames the deal as a long-term bet rather than a one-season endorsement. PR Newswire said the TV and billboard push launched in the United States and United Kingdom with Jenner joined by Joe Jonas and Gen-Z creator Madeline Argy, all described as longtime customers who have also taken equity in a brand valued at about $550 million in 2026.

TRIP positions itself as a low-calorie sparkling drink infused with magnesium and botanicals, aimed at the fast-growing “calm in a can” category. The company says it is on track for roughly $200 million in 2026 revenue and is available nationwide in the U.S., including Target and Whole Foods Market. Co-founder and CEO Olivia Ferdi cast the campaign as proof that TRIP sells a feeling and a community as much as a beverage, arguing that Jenner embodies a modern idea of calm: not stepping away from a full life, but finding reset moments inside it. Jenner, in the brand’s release, said she connected with Ferdi and co-founder Daniel Khoury’s vision after already making the drinks part of her routine.

The creative package is built for both traditional media and creator platforms. Spots roll across U.S. and U.K. television while out-of-home placements stretch from Times Square and Hollywood Boulevard to London, where the brand was founded. Digital cuts tailored for TikTok and Instagram accompany the broadcast work. Each talent vignette starts in a stylized version of everyday chaos before a sip transports them to a personal “happy place,” a structure designed to travel as both advertising and social content. TRIP claimed more than a billion global impressions across Instagram and TikTok over the past year and said the brand has become one of the most popular beverages on TikTok Shop worldwide.

The equity angle is what separates the story from a standard ambassador hire. Forbes framed Jenner’s stake as part of a broader shift in which celebrities invest in companies they promote, treating ownership as authenticity theater with real balance-sheet consequences. In that reading, Trip already has distribution and category momentum; Jenner’s cultural reach is meant to accelerate U.S. and global growth rather than invent the business plan. Jonas and Argy’s parallel shareholder status reinforces the same pitch: fans who became investors, not rented faces.

Category timing helps the narrative land. Calming drinks have surged ahead of gut health, protein, and hydration in some U.S. sparkling-beverage trackers cited by the brand, while consumer surveys place mental wellbeing near the top of health concerns after weight loss. Alcohol-alternative occasions are another wedge: Argy’s party-set vignette leans into evenings when drinkers want to stay present without defaulting to alcohol. For creators and influencer marketers, the deal is also a case study in how equity-plus-campaign packages can outlast a single product drop when the category itself is expanding.

There are still ordinary caveats. Valuation and revenue figures come from company materials rather than audited public filings, and celebrity equity works best when fundamentals already exist. Jenner’s modeling and media profile give TRIP instant visibility; they do not automatically convert billboard impressions into repeat purchases. Competitors in functional beverages will keep pressing hydration, energy, and gut-health claims even as “calm” becomes a sharper shelf label.

For now, the September rollout gives TRIP a synchronized TV, OOH, and social footprint headed by an influencer-scale celebrity who also owns a piece of the upside. Whether the calm category keeps compounding will decide if this looks like a durable brand chapter or a well-timed campaign moment. Jenner’s dual role as ambassador and shareholder makes the answer commercially personal—and that is precisely the point of structuring the partnership this way.