- Four-time NBA All-Star Trae Young secured an equity stake in clean-label frozen treat brand HUNDY, serving as an investor, shareholder, and brand ambassador.
- The deal marks HUNDY’s first celebrity partnership following its national appearance on Shark Tank Season 17.
- Young headlines HUNDY's national retail and digital campaigns under the slogan "TRAE YOUNG KEEPS IT HUNDY!"
- HUNDY expanded its retail footprint to over 900 U.S. stores through a distribution partnership with United Natural Foods, Inc. (UNFI).
Washington Wizards star point guard Trae Young has officially taken an equity stake in HUNDY, a fast-growing clean-label snack brand. Under the agreement, Young serves as an investor, shareholder, and global brand ambassador.
HUNDY makes single-ingredient frozen fruit pops with 100% organic whole fruit and zero added sugars, juices, concentrates, or artificial preservatives. Founded by Aviv Schor and Jayna DeCarlo, the Los Angeles-based company gained nationwide attention on Shark Tank Season 17.
While the founders walked away without an on-air deal from the Sharks, consumer demand quickly spiked. HUNDY scaled into more than 900 retail locations across the country via a distribution partnership with United Natural Foods, Inc. (UNFI).
Young maintains high-profile endorsement relationships with brands such as Adidas, Sprite, and BodyArmor. Instead of accepting a traditional flat-fee endorsement contract, Young opted for cap-table equity to help lead retail promotions and creative campaigns.
Young’s equity deal mirrors a wider movement of athletes and musicians exchanging promotional reach for long-term ownership: Shay Mitchell, Quavo, and Aryna Sabalenka invested in OneOff, while pop singer Benson Boone joined Caliwater as both brand ambassador and investor.
On the court, Young entered a new career phase in 2026. After becoming the Atlanta Hawks’ all-time leader in assists and three-pointers, the guard was traded to the Wizards, where he committed to anchoring Washington’s backcourt.
With HUNDY, Young aims to leverage his nickname, “Ice Trae,” to introduce clean, accessible nutrition options to young athletes and busy families.
Takeaways
Trae Young’s alignment with HUNDY demonstrates how modern athlete-brand deals rely on authentic branding rather than generic paid promotions. Built on his well-known “Ice Trae” persona, stepping into the frozen snack aisle gives Young an effortless commercial angle that feels natural to his fan base.
For HUNDY, landing an active All-Star guard after leaving Shark Tank empty-handed proves that television exposure paired with strong distribution can attract top-tier talent without venture-capital middlemen.
By combining Young’s cultural reach with UNFI’s supply chain, HUNDY secures retail shelf power and credibility against legacy frozen dessert brands.
Can Trae Young’s “Ice Trae” brand identity successfully steer youth basketball players away from traditional sugar-heavy frozen novelties? Are fixed-fee endorsement deals losing their appeal entirely among top-tier NBA stars in favor of cap-table equity?
