Just Salad wins investment from Knicks MVP Jalen Brunson

In terms of celebrity endorsement, Just Salad scored a slam dunk on Tuesday.

New York Knicks point guard Jalen Brunson, who just two weeks ago was named Finals MVP as the team took the 2026 NBA Championship, has invested in Just Salad and is now an equity partner.

It’s the first restaurant investment for Brunson, also known as “Captain Clutch” or “Big Body Brunson,” a native New Yorker who described himself as a longtime fan of the salad concept.

“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,” said Brunson, in a statement. “I wanted to partner with a company whose values matched mine and that was making a real impact in the communities it serves. Just Salad checked every box.”

Brunson’s partnership will go beyond the traditional sponsorship, the company said. He will be “embedded in the business,” working with Just Salad’s leadership and culinary teams, visiting restaurants, and bringing his “competitive mindset” to operations.

An endorsement from Brunson has already shown to drive traffic in New York.

After the Knicks won the championships, Brunson in an interview mentioned his typical bodega order, which included an everything bagel (toasted) with egg, cheese and hashbrowns, and spicy mayo. The mention went viral, and bodegas and delis across the city added bagel/egg/cheese variations, calling them The Brunson.

Just Salad founder and CEO Nick Kenner, in a statement, said Brunson embodies everything the salad concept stands for: “discipline, authenticity, and a relentless commitment to doing things the right way.”

The 125-unit Just Salad is known for its emphasis on sustainability, with a menu of salads, wraps, market plates, warm bowls, soups, and smoothies. It’s a Certified B Corp., with a long-running program that encourages guests to bring their reusable bowl to reduce reliance on single-use plastics.

The mostly company-owned chain focuses operations on “three C’s,” culture, connection and consistency.

Just Salad ended 2025 with $220 million in domestic sales, a nearly 22% increase over the prior year, according to Technomic data. In the first three months of 2026, traffic year over year was up more than 16%. It’s a sharp contrast to salad players like Sweetgreen, which saw same-store sales plummet nearly 13% in the first quarter.

Just Salad, meanwhile, is accelerating growth. After adding 20 units last year, Just Salad expects to open 30 restaurants this year, including some drive-thru units. Just Salad operates in New York, New Jersey, Connecticut, Florida, Illinois, Pennsylvania, Massachusetts, and Washington, D.C.

Kenner said Just Salad is early in its growth trajectory, projecting Just Salad could be a top restaurant chain within a decade.

“We couldn’t be more proud he chose us,” said Kenner. “What we’re building together is just getting started, and Jalen’s influence will be woven into the future of our brand in ways our customers will start to see soon.”