Jimmy Butler's coffee-selling schtick during the NBA's bubble at Walt Disney World is proving to be more than just a joke. The Miami Heat All-Star truly made his Big Face Coffee brand a real thing, promoting it heavily and starting to transform into something he can thrive in after his playing career.

Butler's latest endeavor with Big Face Coffee is setting up shop in the player's earing area at a premier tennis tournament, the Miami Open.

Butler told Tim Reynolds of The Associated Press that the coffee shop is something that can aid his pursuit of a title with the Heat.  Having something to look forward to other than basketball allows him to unwind, which is key for him.

“Too much of any good thing is always a bad thing. I live by that. So, I try to take it piece by piece, day by day, realizing that I do keep the main thing the main thing — that is basketball. I do want to win a championship. We all know that. I do want to be healthy. We all know that. But if I’m too locked in, I forget about everything else, everybody else. And I don’t want to do that.”

The Heat, with an Eastern Conference-leading 47-25 record, are ready to compete for a championship behind Butler. His approach of being tough at the right times while still loosening up is rubbing off on the team. As one of the best teams in the conference, Butler and Heat could finish what they started in the bubble.