Jalen Brunson Partnership Fuels Faherty Brand's $300 Million Growth
A chance encounter with the New York Knicks star has been a pivotal moment for the surf-inspired apparel company.
Faherty Brand, an apparel company founded by twin brothers Alex and Mike Faherty, has achieved a valuation of $300 million, significantly boosted by a strategic partnership with New York Knicks star Jalen Brunson.
The collaboration began in the summer of 2022 when the brothers met Brunson, who has ties to the Jersey Shore area where the Fahertys grew up. This meeting led to Brunson becoming a brand ambassador shortly after he signed with the Knicks in July 2022. Alex Faherty, CEO of Faherty Brand, noted that as lifelong Knicks fans, they recognized Brunson's potential impact on the team and saw an opportunity to align with a prominent athlete.
Both brothers have athletic backgrounds: Alex played football at Yale, and Mike was a Division III basketball player. Their expertise in finance and fashion, respectively, provided a strong foundation for the brand, which draws inspiration from their coastal upbringing. Alex explained that their shared love for sports and New York created an immediate connection with Brunson.
"Before working with Brunson, we'd been thinking about and talking about… that it would be great to sort get our inroads into sport because my brother and I are lifetime athletes and Villanova fans," Alex told The Post. Brunson himself is a two-time NCAA national champion with Villanova.
The partnership has evolved over three NBA seasons, coinciding with Brunson's rise as a star player in New York. Faherty Brand capitalized on the Knicks' success, including their championship run in 2026. The company released playoff gear during the team's historic postseason and quickly sold out championship merchandise immediately after the Knicks secured the NBA title for the first time in 53 years. Brunson was named the Bill Russell NBA Finals Most Valuable Player for his performance in the 2026 NBA Finals.
Brunson is actively involved in the brand's designs, particularly his "tunnel fits" and other apparel. Alex described Brunson as humorous and easy to be around, recalling a commercial shoot where Brunson played an "employee of the month" at a Faherty store, which also featured former Knicks player Larry Johnson. The brand develops graphic tees and hoodies featuring Brunson's sayings, with his approval.
Faherty Brand now boasts over 95 stores nationwide and a significant online presence. The "Magic is in the Work" collection, a collaboration with Brunson, has been particularly successful, blending premium fabrics and styles with vintage NBA aesthetics. The brand has expanded its NBA licensing, moving beyond its initial local Knicks license to include products for 16 other NBA teams.
Beyond basketball, Faherty Brand has also secured licenses for other sports teams, including the New York Rangers and a recent partnership with the New York Giants for an exclusive collection at MetLife Stadium and tri-state area stores.