Marketing

Urban Plates partnering with X Games gold medalist

Six-time world champion and 13-time X Games gold medalist Nyjah Huston is hoping to inspire guests to eat healthier. Provided.

August 30, 2022

Urban Plates, a fast casual restaurant with 17 locations in California, has partnered with six-time world champion and 13-time X Games gold medalist Nyjah Huston to inspire guests to "fuel your best," with affordable, made-from-scratch food. The collaboration includes the skateboarding legend's signature dish — Nyjah Bowl — inspired by his passion for eating healthy, vibrant and colorful foods that help drive award-winning performance, according to a company press release.

The Nyjah Bowl ($13) features grilled chicken with Gochujang sauce, roasted sweet potatoes with grilled red pepper and onions, charred broccoli and wakame served over cauliflower fried rice and topped with microgreens. Guests may upgrade their protein selection to grilled sustainable salmon ($18) or add avocado ($2).

"This is the first celebrity collaboration for Urban Plates and Nyjah made it happen," Joe O'Donnell, president of Urban Plates, said in the release. "Not only is he a longtime fan of our restaurants, but he also lives by the same philosophy that has driven our restaurants since day one: food should taste good, be affordable and it should be good for you. We didn't have to convince him of our mission. He lives it every day. Now Nyjah and his fans can enjoy a meal he created at Urban Plates."

Nyjah, a frequent diner at Urban Plates restaurants in Southern California, made the first move for the partnership. Last summer, he approached the company and suggested the idea of working together. From there, the idea to develop a dish evolved organically propelled by Nyjah's focus on making his fans aware of the importance of fueling themselves.

"I always ate healthy meals growing up thanks to my mom's cooking," Nyjah said in the release. "That's what I love about Urban Plates. Eating healthy is a big part of my success and their food is wholesome, nutritious, and made from scratch."