• by Danielle Oster , Yesterday

WNBA All-Star Skylar Diggins stars in a new campaign for Saratoga Spring Water launched last week.

The national campaign centers around a 30-second ad starring Diggins, which positions the brand as “A choice that stands out,” and highlights Saratoga’s sponsorship of the 2026 Golden Globes Jan. 11. 

The campaign is running nationally across TV, digital channels, and in print. It was developed by The Lab – the internal agency for Saratoga parent company Primo Brands, which merged with BlueTriton Brands in 2024.

Diggins attended the Golden Globes as an official representative for Saratoga Spring Water, and shared a series of “behind-the-scenes” content from the event on her social channels.

The launch campaign is reflective of a broader strategy for the brand of partnering with athletes who resonate beyond sports to expand the brand’s cultural positioning. It will be followed by further “culture-forward” marketing initiatives from the brand this year, including marketing content and experiential activations, according to a news release.

“Our new campaign with Skylar, and the chapters to come later in the year, reflect Saratoga's expansion into a broader cultural space. Skylar is extraordinary on and off the court, and an ascendant figure in culture," Primo Brands CMO Kheri Tillman said in a statement. “We're starting the New Year with a striking visual campaign, which will then lead us into other moments that offer a refreshed perspective on what a water brand can be."

“What you see in the ad is a woman -- me -- in constant motion, stepping boldly into a variety of scenarios, and that's because I'm more than one thing,” Diggins added. “The visuals capture that energy beautifully."