All Rise

Exploring the Question, ‘What Is Impact?’, Coach Prime’s Debut Spot as Co-Owner Highlights BLK & Bold’s Commitment to Impact, Community, and the Culture of Coffee

We are proudly unveiling our first-ever commercial starring newly announced co-owner, Deion “Coach Prime” Sanders. Cleverly titled, ‘All Rise,’ the spot showcases the shared commitment of BLK & Bold and Coach Prime to elevating communities through meaningful impact.

The ad kicks off with Coach Prime asking, “What is impact? Is it something you do, or something you feel?” As we follow powerful scenes of family, friends, and community, Coach Prime delivers his final line: “It’s both.” The commercial seamlessly intertwines BLK & Bold’s mission of blending coffee with purpose, celebrating how everyday moments of connection—like enjoying a cup of coffee—can spark meaningful change. It’s a striking reminder that collective action and shared experiences fuel a greater cause.

“Coffee is the second most consumed beverage in the U.S., and we believe it can not only have a meaningful impact on someone's day, but it can also be a powerful vehicle for change,” said Pernell Cezar, Co-Founder and CEO of BLK & Bold. “As the journey of  BLK & Bold continues to evolve, we will always keep true to our roots of community investment, values-led collaboration, and making purposeful impact that uplifts all.” 

“Impact isn’t just about numbers or accolades—it’s about the lives you touch,” said Rod Johnson, Co-Founder and Chief Values Officer of BLK & Bold. “With Coach Prime’s involvement in our mission, we’re not just talking about impact, we’re showing what it looks like in action.”

As BLK & Bold continues to push the boundaries of what a consumer goods brand can achieve and produce for its consumers, this commercial marks the beginning of a new chapter in the company’s marketing strategy, one that prioritizes storytelling, impact, and inclusivity.