Jalen Brunson Bets on Ownership, Invests in Just Salad as Equity Partner

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Fresh off another milestone in his basketball career, New York Knicks star Jalen Brunson is making headlines for a different kind of investment—one that extends far beyond the hardwood.

Brunson has officially joined Just Salad as an equity investor and advisory board member, marking the first restaurant ownership stake of his career. The partnership signals a growing shift among today’s professional athletes, who are increasingly choosing ownership and equity over traditional endorsement deals as a way to build lasting wealth and influence.

Rather than simply lending his name to the New York-based fast-casual restaurant chain, Brunson will play an active role in the company’s future. According to Just Salad, he will collaborate with the brand’s leadership and culinary teams, visit restaurant locations, engage with customers and provide strategic input as the company continues its national expansion.

More Than an Endorsement

For Brunson, the decision was about finding a company that aligned with his personal values.

A longtime fan of the brand, the Knicks captain said he wanted his first restaurant investment to represent more than a marketing opportunity. Just Salad’s focus on quality ingredients, sustainability and community impact made it a natural fit for the NBA star, whose own charitable work through the Second Round Foundation emphasizes education, wellness and opportunity for underserved communities.

Founded in New York City in 2006, Just Salad has grown into one of the country’s fastest-expanding healthy fast-casual restaurant brands, operating more than 125 locations across seven states and Washington, D.C. The company has also earned recognition for its sustainability efforts, including one of the restaurant industry’s largest reusable bowl programs and carbon labeling across its menu.

The Rise of Athlete Investors

Brunson’s move reflects a broader evolution in professional sports. While endorsement deals remain lucrative, more athletes are pursuing ownership stakes in companies that align with their interests and long-term financial goals.

From LeBron James’ investment portfolio to Stephen Curry’s business ventures and Serena Williams’ venture capital firm, elite athletes are increasingly becoming entrepreneurs, investors and board members rather than simply brand ambassadors. Equity ownership gives athletes an opportunity to participate in a company’s long-term growth while helping shape its future.

For Brunson, whose leadership has made him one of New York’s most recognizable athletes, the Just Salad partnership represents the beginning of what could become a broader business portfolio after basketball.

A Long-Term Vision

The collaboration also highlights how companies are rethinking celebrity partnerships. Instead of short-term sponsorships, brands are seeking partners who can contribute ideas, strengthen company culture and help guide future growth.

Just Salad executives have described Brunson as someone whose discipline, authenticity and commitment to excellence mirror the company’s own values. Those qualities, they believe, make him more than an investor—they make him a strategic partner in the brand’s next chapter.

As athletes continue to redefine success beyond their playing careers, Jalen Brunson’s latest move serves as another reminder that today’s biggest victories aren’t always measured by points on the scoreboard. Sometimes they’re measured by ownership, vision and building a legacy that lasts long after the final buzzer.