Jalen Brunson Fronts Just Salad's First-Ever Ad Campaign, 'Real New Yorkers Know'
New York fast-casual chain Just Salad has launched its first-ever ad campaign, 'Real New Yorkers Know,' fronted by Knicks star Jalen Brunson — who is now a partner and equity owner in the 125-location brand.
A Local Hero Turned Brand Owner
Just Salad, the NYC-founded fast-casual chain, launched its first ad campaign, "Real New Yorkers Know" (also styled "New York Always Knew"), on 21 September 2026. It is fronted by New York Knicks star Jalen Brunson, who became a partner and equity owner in the brand earlier this year.
The documentary-style hero spot features real New Yorkers interviewed inside a Just Salad location, with Brunson appearing as himself. The creative runs across connected TV and out-of-home across New York City, Long Island, New Jersey and Connecticut, from a chain that now operates 125 locations.
Why Athlete Equity Beats Endorsement
The strategic play here is ownership, not endorsement. By making Brunson an equity partner rather than a paid face, Just Salad aligns his incentives with the brand's growth and buys authenticity that a straight sponsorship cannot.
For a regional chain scaling up, a beloved local sports hero is the perfect embodiment of "real New Yorker" credibility. The campaign uses him to cement a hometown identity precisely as the brand expands beyond its core.
The Takeaway for Growing Brands
Athlete and celebrity equity deals are becoming a favoured tool for challenger brands: they conserve cash, deepen commitment, and generate authentic advocacy. But they only work when the person genuinely fits the brand story.
Our view: Brunson works because he is credibly a New Yorker, not just famous. Before chasing a celebrity stake, brands should ask whether the person embodies the identity they are trying to own — fit beats fame every time.
Quick FAQ
Who is in Just Salad's first ad campaign?
New York Knicks star Jalen Brunson, who became a partner and equity owner in the brand earlier in 2026, fronts the 'Real New Yorkers Know' campaign launched on 21 September 2026.
How big is Just Salad?
The NYC-founded fast-casual chain operates 125 locations and ran the campaign across connected TV and out-of-home in New York, Long Island, New Jersey and Connecticut.
Handing an athlete equity instead of an appearance fee is a smart, cash-light way to buy genuine advocacy — but only if he actually fits the story. Brunson works because he's credibly a New Yorker. Fit beats fame every time in this kind of deal. — Daniel Nikolla, Founder of Merx Marketing
Athlete-equity deals build authentic advocacy for challenger brands — but only when the person genuinely embodies the brand's identity.
If you tied a well-known face to your brand, would audiences believe the fit — or just see a paycheck?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: MediaPost, Marketing Brew and GlobeNewswire.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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