BodyArmor has announced the addition of New York Knicks point guard Jalen Brunson to its roster of endorsing athletes, signing him to a multiyear deal. This partnership comes as the Knicks enter a new era as serious title contenders for the first time since the 1990s.
Brunson will be prominently featured in a social media and outdoor advertising campaign that highlights his journey from high school to Villanova and then to the NBA. “Just like my journey, where success is built on genuine effort and dedication, this collaboration is rooted in authenticity and real impact,” Brunson stated in a press release.
BodyArmor views Brunson as a good match for the brand, sharing a common perception of having to fight for their place in their respective fields. “We’re a massive underdog in this category,” said Tom Gargiulo, BodyArmor’s chief marketing officer, in a phone interview. “We’ve been around for about 14 years, but Gatorade has been the established leader since the beginning. We’re constantly striving to reach that top position, which requires us to execute our brand differently.”
Gargiulo explained that when selecting athlete partners, BodyArmor seeks those who embody an underdog mentality, grit, and a relentless drive to improve daily.
According to Euromonitor, PepsiCo-owned Gatorade dominates the sports drink market with a 63.5% share, while Powerade holds 14.3%, and BodyArmor has a 12% share. Both Powerade and BodyArmor are owned by Coca-Cola.
Brunson joins fellow NBA players Donovan Mitchell (Cleveland Cavaliers) and Trae Young (Atlanta Hawks) in BodyArmor’s lineup, which includes athletes from various sports, including WNBA, NHL, NFL, and MLB.
Gargiulo also highlighted Brunson’s significance as both the athlete and brand are New York area natives. BodyArmor originated in Queens and continues to be headquartered there. Brunson, the son of Knicks assistant coach and former NBA player Rick Brunson, was born in New Brunswick, N.J., and spent much of his childhood around the league, given his father’s long coaching and playing career.
“Outside of (New York Liberty guard) Sabrina Ionescu, we haven’t really had any other athletes in the New York area,” Gargiulo noted. “Now that we have the two best basketball players in New York, we’re proud to be New Yorkers to the core, allowing us to activate our brand in the area with significant assets that will rally the entire community.”
Brunson had a standout season in 2023-24, averaging 28.7 points and 6.7 assists per game, and he elevated his performance in the playoffs against the Philadelphia 76ers and Indiana Pacers, averaging 32.4 points and 7.5 assists per game. He finished fifth in MVP voting and made his first All-Star appearance.
This summer, Brunson signed a four-year, $156.5 million extension set to begin in the 2025-26 season. Notably, had he waited another year to sign, he could have secured an additional $113 million, a decision that provides the Knicks with significant flexibility to build a title-contending roster amid new salary cap restrictions in the CBA.
With his rising star power, it was only a matter of time before he gained traction off the court. Earlier this year, during an appearance on Sportico’s Business Beyond the Game, Brunson mentioned that while basketball remains his top priority, he is open to the right endorsement opportunities. “Everyone dreams of having endorsements and things like that, but when it comes time to doing it, you have to think on your feet and understand what everything is about,” he said in February. “It’s been a great way to expand my brain and my business off the court.”
In addition to individual athletes, BodyArmor has league-wide sponsorships with MLS and the NHL, with the NHL deal, signed in April, being the company’s largest investment to date, running through the 2028-29 season.
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