The Strategy Behind Travis Scott x Erewhon
December 7, 2025
On the heels of Oakley announcing him as the brand's first-ever Chief Visionary, Travis Scott dropped another collab that cemented his relevance across the cultural zeitgeist: the Storm Storm Smoothie, named after his daughter Stormi, available at all Erewhon locations across Los Angeles.
The drink is a cactus-colored blur of pineapple, dragon fruit, coconut yogurt, chlorophyll, and collagen described by the store as "designed to taste like nature's limeade," in swirls of green and purple.
To understand the Storm Storm Smoothie, you have to understand what Erewhon actually is.
Erewhon began as a strict macrobiotic shop and eventually evolved into what Vogue calls "a status symbol disguised as a grocery store." The stores are small, tightly curated, and designed more like lifestyle boutiques than supermarkets. In that environment, a $22 smoothie doesn’t seem crazy.
The celebrity smoothie collabs started with Hailey Bieber's Strawberry Glaze Skin Smoothie in 2022, and making the celebrity an integral part of the product rather than just a face promoting it.
Erewhon now sells roughly 40,000 Bieber smoothies across its 10 locations every single month.
The ingredient list:
Agua de Kefir Dragon Fruit Fresca, Cocoyo Piña Colada Raw Coconut Yogurt, Ancient Nutrition Multi-Collagen, Sun Chlorella Supplement Powder, and Magic Mind Mental Performance Shot
All of these ingredients are brands that paid to be apart of the smoothie. Each celebrity smoothie recipe has up to five ingredient brands that pay to be included in the list. Erewhon makes money before a single drink is poured.
The previous collaborators were almost exclusively models, influencers, and pop artists. Scott's inclusion marks a deliberate expansion of what "wellness-adjacent celebrity" looks like
Here's what the smoothie is really doing: it's the cheapest Travis Scott product you can own.
Erewhon deliberately prices drinks at the edge so they feel like a flex that doesn't require too much.
Travis Scott Nike collab retails at $150 minimum and sells out in seconds. A Travis Scott Cactus Jack merch drop requires you to know the drop date, the link, and to be fast. But the Storm Storm Smoothie is $22.
For Travis Scott specifically, a portion of the proceeds goes to the Cactus Jack Foundation, a nonprofit he founded in 2020 to empower youth through education and creative opportunities.
Erewhon gets its first rapper. Travis Scott gets an approachable product that lives in the lifestyle conversation without requiring a concert ticket or a resale markup. The ingredient brands get a feature in every article written about the collab. And the customer gets a $22 smoothie.
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