In the fall of 2020, as the world grappled with the effects of COVID-19, Jimmy Butler was doing more than just playing basketball. While NBA players were quarantining in the Orlando “bubble” to finish out the season, Butler was running a coffee shop out of his hotel room. But what began as a simple hustle—selling $20 cups of coffee to fellow players—has since turned into a full-fledged business empire.
It started with a simple observation: high-quality coffee was a scarce commodity in the bubble, where players were living in isolation, cut off from their families, friends, and routines. Butler saw an opportunity. Armed with just a French press, a kettle, and a handwritten menu, he began charging his fellow athletes $20 per cup of freshly brewed coffee. But what could have been seen as nothing more than an overpriced cup of joe quickly turned into something much more significant.
In a recent post on X (formerly Twitter), Brandon Harris shared a snapshot of Butler’s entrepreneurial journey. “He’s the most famous drug dealer in Miami,” Harris quipped, referring to how Butler’s coffee hustle took off among NBA players. Butler wasn’t just serving coffee—he was offering something much more valuable: normalcy. During a time when isolation and stress were at an all-time high, his coffee breaks became a moment of connection in the chaos.
His customers, from millionaires to fellow athletes, didn’t just want coffee. They wanted a break, a moment of calm, and someone to talk to. Butler realized that his simple hustle was serving a deeper purpose—offering therapy sessions disguised as coffee breaks.
Butler didn’t just stop there. The next step in his coffee journey took him deep into the craft. He studied under master roasters, spent hours perfecting his latte art, and soon realized that coffee could become his bridge to another world—tennis. After conquering the NBA world, Butler set his sights on a new target: tennis players, often some of the loneliest athletes in the world.
In 2023, Butler opened his first Big Face Coffee shop at the Miami Open tennis tournament, where the same NBA stars who had paid $20 for his coffee in the bubble returned for more. But this time, it wasn’t just about the coffee. It was about the experience. Butler personally crafted drinks for VIP customers and recreated the magic he had perfected in the bubble: deep, real conversations and moments of connection.
Butler’s approach to his coffee empire was unique—he wasn’t just serving drinks, he was creating a community. Players from all over the world came to his coffee shop, not just for the caffeine, but for the conversations. His pricing model, which offered regular cups for $8, premium cups for $20, and VIP experiences for an undisclosed fee, reflected the exclusivity of the experience. It wasn’t about the coffee—it was about the atmosphere and the people.
Butler’s obsession with coffee didn’t stop at his professional life. He drinks up to five cups daily before games, travels with his own coffee kit, and even competes with friends in latte art competitions. But the most intriguing part of his coffee obsession is what he said. According to Harris in the post quoting Jimmy: “Coffee doesn’t wake me up. I can drink it before bed and sleep in minutes. It was never about the caffeine. It’s about ritual. Connection. Community.”
But here’s the twist: a few weeks after opening his coffee shop, Butler requested a trade away from Miami. Fans were quick to question his decision—what about the coffee empire he had built? The community he had fostered? But in true Butler fashion, he revealed his true genius. The coffee empire was never about Miami. It was about building something bigger than basketball—something that transcended teams and cities.
Through his coffee empire, Butler has shown the world that business is not just about selling products; it’s about solving human problems and creating meaningful connections. His dream coffee dates aren’t with business moguls but with athletes, celebrities, and political figures—people he wants to connect with over a cup of coffee.
So, who’s next on Butler’s dream coffee date list? Neymar, Barack Obama, and Emma Raducanu, not for business talks, but for real, unfiltered conversations over a cup of coffee. Because in Butler’s world, it’s never been about caffeine. It’s always been about the connection.
He's the most famous drug dealer in Miami.
— Brandon Harris (@BrandingHarris) January 10, 2025
His first customers? Millionaire athletes.
But what started as price-gouging in the NBA bubble has evolved into an empire that may crumble before it conquers.
Here's how an All-Star monetized the world's favorite addiction: pic.twitter.com/sCv3OxGHbE
