As the New York Knicks chase glory in the 2026 NBA Finals, their fan base's passion has been on full display, manifesting itself in inventive and sometimes downright quirky gestures that capture the essence of New York fandom.

Ahead of Game 3, one superfan named Jake Epstein took team spirit to a new level, vowing to repeat Jalen Brunson's name 100,000 times before tip-off. He set up outside the 34th Street subway entrance just steps from Madison Square Garden. Despite his unsuccessful attempts to score a ticket, Epstein’s energy was undeterred, chanting “Jalen Brunson” for hours on end.

Seated comfortably in a folding lawn chair, Epstein held a handmade sign reading, "Saying Jalen Brunson 100,000 times." Beside him, a laptop kept an official tally, its screen clearly visible to passersby who stopped to witness the spectacle.

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Epstein told USA TODAY Sports that the inspiration for his quirky marathon chant came after watching viral video stunts by internet personalities such as Mr. Beast. Motivated by a desire to channel that same spirit of fun and community, he recruited two close friends to join him, scouted a prime spot outside MSG and set up a livestream that kicked off at 8:40 a.m.

The journey wasn’t without challenges. Intermittent rain and spotty internet connections threatened to derail the attempt. Yet, as the hours passed, Epstein said his determination drew a growing crowd of supporters. Strangers offered high-fives and words of encouragement. The scene reached a new level of excitement when actor and comedian Ben Stiller stopped by, snapping photos of Epstein and later sharing them on social media.