Just Salad Taps Knicks Star Brunson for High-Profile Equity…

Event summary

Just Salad launched its first athlete partnership with New York Knicks star Jalen Brunson, who also took an equity stake in the company.
The campaign, titled 'New York Always Knew,' debuted on September 21, 2026, featuring a four-week documentary-style CTV spot and targeted outdoor advertising.
Brunson's involvement includes engaging with Just Salad's leadership, visiting restaurants, and bringing his perspective into the business over time.
Just Salad operates over 125 locations across eight states, with a strong focus on sustainability and health-conscious dining.

The big picture

Just Salad's partnership with Jalen Brunson marks a strategic shift towards leveraging high-profile athlete endorsements to enhance brand credibility and reach. This move aligns with broader industry trends where fast-casual chains are increasingly collaborating with influencers to differentiate themselves in a competitive market. The equity stake adds a layer of long-term commitment, suggesting that both parties see significant potential in the collaboration. With over 125 locations, Just Salad is positioning itself to capitalize on Brunson's star power to drive both brand loyalty and market expansion.

What we're watching

Brand Alignment: How Just Salad's partnership with Brunson will affect its brand perception among health-conscious and sustainability-focused consumers.
Market Expansion: Whether the partnership can drive growth in new markets beyond Just Salad's current footprint.
Athlete Influence: The pace at which Brunson's involvement translates into measurable business outcomes, such as increased foot traffic and sales.