Two laid-back surfers seem to have hit the jackpot by riding the wave of Jalen Brunson’s popularity.
Alex and Mike Faherty, twin brothers from Spring Lake, New Jersey, started Faherty Brand in 2013, and now their company is valued at around $300 million.
Their fortunes changed when they met Brunson, thanks to a shared connection at the Jersey Shore during the summer of 2022.
Brunson, who has ties to South Jersey and owns a home in Margate, clicked with the brothers. It wasn’t long after he signed with the Knicks in July 2022 that they brought him on as a brand ambassador for their company, which mirrors their coastal background.
This followed Brunson’s four seasons with the Dallas Mavericks, where he mainly played as a backup to Luka Doncic. Since his move to New York, he’s become one of the league’s standout players.
“I’m a lifelong Knicks fan, and when they brought in Jalen, I knew he’d really change the dynamic of the team,” Alex, the CEO of Faherty Brand, shared in a recent interview.
“Prior to joining forces with Brunson, we’d been discussing how nice it would be to get involved in sports since my brother and I are both lifelong athletes and huge Villanova supporters.”
Brunson celebrated significant success at Villanova, winning two NCAA championships in 2016 and 2018 before making his NBA debut.
Alex’s background includes playing football at Yale, after which he delved into private equity. Mike, on the other hand, played Division III basketball at Washington University and had a career in fashion at Ralph Lauren.
Their combined experience in finance and fashion provided a great springboard for their brand.
Throughout their partnership, they bonded over shared interests in sports and their love for New York City.
“Brunson was already familiar with our brand and liked our merchandise,” Alex noted, adding that their families got along well. “We wanted to build a friendship first, rather than it being just a business relationship. It felt like a natural fit.”
“We’ve enjoyed some engaging content shoots, and Jalen and Mike even had a little three-point shooting contest, which Jalen, of course, won every time.”
The collaboration blossomed over three successful NBA seasons. During this time, Brunson became a key figure in New York, leading the Knicks to their first championship in 53 years.
He earned the Bill Russell NBA Finals Most Valuable Player Award after helping the Knicks defeat the Spurs in a 4-1 series in the 2026 NBA Finals.
Faherty Brand produced playoff merchandise during the team’s impressive run and opted to create championship gear before the finals, which rapidly sold out.
As their partnership matured, Brunson took a hands-on approach regarding his Faherty outfits for the arena, among other apparel he approves.
“A lot of people don’t realize how witty Jalen is,” Alex mentioned. “He’s a great person to work with. We produced a commercial where he played the ‘employee of the month’ at a Faherty store, featuring Knicks alum Larry Johnson. It really turned out well; we finished it just before the playoffs.”
“He’s definitely evolving his style and contributes ideas for his tunnel looks. We want to make sure we design the perfect beanie for him each year, as it’s become his signature look.”
“We create graphic tees and hoodies featuring his sayings, and he’s involved in approving all of it. He’s quite hands-on, ensuring he likes everything that’s produced.”
Faherty Brand has grown into a $300 million enterprise with over 95 locations nationwide, including 14 in the New York area, one in France, as well as a vibrant online presence.
“Our Jalen collection, named ‘Magic is in the Work,’ has been incredibly popular,” Alex remarked. “It allowed us to blend some stylish designs with a vintage NBA aesthetic. There’s a lot of similar team gear out there, so we aimed to elevate our offerings using higher-quality fabrics and unique designs.”
Alex pointed out that the family’s involvement helped the brand gain traction from the outset.
In the brand’s early days, Alex’s wife Kerry managed impact initiatives, while their mother Ninie helped design store interiors.
“My mom is retired now, and my wife serves as an advisor,” Alex noted, mentioning that Mike oversees store designs. “Mike and I handle the day-to-day operations.”
The growth of the business has exceeded their expectations, now employing individuals nationwide.
Faherty has secured a full NBA license, thanks in part to the success of their partnership with Brunson.
This year, the brand plans to launch products for 16 additional NBA teams after starting with a local Knicks license four years ago.
Recently, they also acquired a license for the Rangers.
Moreover, they recently collaborated with the Giants to create an exclusive collection available on game days at MetLife Stadium and in local Faherty stores.
