Photo by Erik Drost, CC BY 2.0, via Wikimedia Commons
Knicks superstar secures an equity stake in the $1B fast-casual chain
Jalen Brunson Gets In On Just Salad
Just Salad, a $1 billion fast-casual restaurant chain founded in midtown Manhattan, announced a long-term partnership with Brunson as a key equity investor. Financial details of Brunson’s investment have not been made public, but sources indicate his stake is a meaningful minority share. As part of the agreement, Brunson will join Just Salad’s advisory board and play an active role in strategic brand initiatives. This is the company’s first athlete partnership and Brunson’s first direct equity stake in a restaurant.
Just Salad wins investment from Knicks MVP Jalen Brunson. It’s the first restaurant investment for Brunson, or “Captain Clutch,” who has become an equity partner in the fast-casual salad chain, just weeks after winning the NBA Championship. https://t.co/YossFTBfek— Restaurant News (@NRNonline) June 30, 2026
While Brunson continues to pursue traditional endorsement deals with companies such as Nike and AT&T, this step signifies a calculated shift toward enterprise ownership. This wealth-building approach was pioneered by NBA leaders like LeBron James and Stephen Curry. As opposed to traditional endorsements that offer immediate income but limited decision-making power, equity ownership gives athletes a voice in shaping company strategy, greater exposure to long-term financial growth, and more influence over brand values.
This ownership stake also carries a higher risk because returns depend on the company’s prolonged success. However, it positions Brunson to benefit from the company’s future value and growth beyond the lifespan of athletic endorsement contracts.
Going From Endorsement To Equity Is A Slam Dunk
Brunson’s transition from brand ambassador to equity holder is culturally and economically significant. Historically, Black athletes have generated considerable revenue for corporations through endorsements, but were often excluded from equity participation and long-term asset growth. By joining a major fast-casual company as an equity partner, Brunson shows a shift toward financial autonomy and sets an example for future athletes to convert cultural influence into corporate ownership.
“When I started thinking about owning equity in a restaurant brand, I knew I wanted it to be more than just putting my name on something,” Brunson said in a statement. “I wanted to partner with a company whose values matched mine, and that was having a real impact in the communities it serves.”
Financial Gain Includes Giving
Additionally, Just Salad and the Second Round Foundation plan to introduce a job-training initiative that offers internships at new store locations for high school and college students from underserved communities.
By combining corporate equity with community health and employment initiatives, Brunson’s stake in Just Salad goes beyond typical athlete investments, addressing food insecurity, workforce development, and wealth disparities at the leadership level.
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Source: Black Enterprise
