"A strong personal brand carries more weight than a company brand."
Kris Dehnert is an entrepreneur known for his ability to transform unique ideas into thriving businesses. As the CEO and co-founder of Dugout Mugs, he has successfully built a brand that captures the essence of baseball culture. Dugout Mugs, which started as a simple yet innovative concept—turning bat barrels into drinkable mugs—has now become one of the most recognizable names in baseball memorabilia.
Under Dehnert’s leadership, Dugout Mugs has grown into a company that blends tradition with modern creativity, resonating with fans, players, and collectors alike. In this interview, he shares insights into the brand’s evolution, the lessons learned along the way, and how authenticity and strong values have shaped the company’s success.
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Where did the name “Dugout Mugs” come from?
Kris Dehnert: When we first started the company, it was called “Thompson Mug Company,” but I knew that wasn’t really brandable. We needed something synonymous with baseball, reflected our product, and was simple enough that people wouldn’t even need to write it down. That’s the magic behind great branding! After a long car ride one afternoon, we landed on “Dugout Mugs,” and the rest is history.
The Dugout brand has become synonymous with baseball culture. How did you transform an idea—turning bat barrels into mugs—into one of the most recognizable products in the space?
Kris Dehnert: Building a brand starts with the customer in mind. Who are they? What do they love? What values do they share? When we launched Dugout Mugs, we ensured that our brand aligned with the core principles of baseball: camaraderie, competition, teamwork, respect, and fun. Our culture was built into the foundation of the company, and before long, our customers began embracing it as well.
The law enforcement and military communities have embraced Dugout Mugs in a special way. How did these relationships develop, and what have you learned from serving these heroes?
Kris Dehnert: I’ve always been a strong supporter of first responders and the military. Whenever we have the chance to collaborate and create unique, custom gifts for them, I’m all in. We often include a fundraising component alongside a press release, helping raise money for causes while also increasing awareness. We call it our CHEERS TO CHARITY initiative, and we’ve worked with groups like Gold Star Mothers, Team RWB, NJ State Troopers, Polk County Sheriff, Folds of Honor, and the Green Beret Foundation, among others.
Corporate gifting has become a significant part of your business. When did you realize this could be a game-changing opportunity for Dugout Mugs?
Kris Dehnert: Initially, we thought Dugout Mugs would be a great gift for weddings, birthdays, and holidays. However we quickly discovered a massive gap in the market for unique corporate gifts. Our mugs checked all the boxes: quick turnaround times, custom branding, official licensing, and competitive pricing. It turned out to be a perfect fit for businesses looking to make a memorable impression
Between professional teams, Fortune 500 companies, and major organizations, you’ve created some incredible custom designs. How do you balance customization while maintaining the authentic Dugout Mugs feel?
Kris Dehnert: Our products remain the same—it’s only the designs that change. Because our mugs serve as a blank canvas, customers can get creative while still maintaining the integrity of the brand. We’ve seen everything from “You knocked it out of the park” recognition gifts to “There’s No Place Like HOME” realtor closing gifts. One of my favorite collaborations was with Molson Coors, where they used our mugs for Spring Training giveaways. It was amazing to see our products featured across coasters, posters, and social media
Your brand resonates strongly with conservative values and traditional American culture. Was this an intentional strategy from the beginning, and how has it shaped your business decisions?
Kris Dehnert: Baseball is America’s pastime, and in many ways, I feel like I’m living the American Dream. I didn’t come from much, but I learned that hard work, a clear vision, strong branding, and a solid network can take you far. These values weren’t an intentional business strategy—they’re just part of who I am. Naturally, they became embedded in our brand.
The ‘Made in America’ movement gained traction, especially during the Trump administration. How did this impact your business, and what opportunities arose during that time?
Kris Dehnert: We were fortunate to be featured on Fox & Friends for their “Made in America” segment, as well as World News Tonight with David Muir. Both aired in the same week, putting us in front of millions of potential new customers. The exposure gave us a significant boost in sales and solidified our reputation as a proudly American-made brand
In today’s politically charged environment, how do you balance appealing to your core conservative customer base while maintaining broader market appeal?
Kris Dehnert: We focus on our customers, their experiences, and their love for baseball. We’ll never pretend to be something we’re not. I’d rather be authentic and lose a few sales than operate behind a facade trying to please everyone. The beauty of baseball is that it’s for everyone, and that’s what we strive to support
Your brand communication style is notably direct and authentic. How did you develop this voice, and how do you maintain it across your marketing channels?
Kris Dehnert: I’ve always believed in being “unapologetically authentic.” It’s rare to find real, unfiltered voices in business today, but that’s what I’m comfortable with. It’s part of my personal brand, and it works. Being genuine resonates with people, and we stay true to that across all our platforms.
Do you believe personal branding is more important than company branding?
Kris Dehnert: Absolutely. A strong personal brand carries more weight than a company brand. Just look at names like Branson, Robbins, Vaynerchuk, Musk—and, of course, Trump (no first name needed, haha). The person behind the brand brings credibility, influence, and most importantly, a powerful network. In business, “who you know”—and even more crucially, “who knows you”—is often the fastest path to success.
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