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Beyond Endorsing: How Veggie Burgers Became the NBA's New Gatorade

This story appears in the Sept. 23, 2019, issue of Sports Illustrated. For more great storytelling and in-depth analysis, subscribe to the magazine and get up to 94% off the cover price. Click here for more.

On the morning of May 2, JJ Redick was in Philadelphia, preparing for a playoff game against the Raptors; Kyrie Irving was in Boston, prepping for the Bucks; and Chris Paul was in Houston, readying to face the Warriors. By the end of the day, all would become rich. Or, since they are NBA players, incrementally richer.

That morning, when the NASDAQ opened in New York City, one IPO skyrocketed.