With the New York Knicks in the NBA Finals for the first time since 1999, brands and bootleggers are cashing in Knicks superfans Timothée Chalamet and Spike Lee. Getty Images Last Saturday, during the brunch rush at the Manhattan deli Barney Greengrass, Moe Greengrass, the fourth-generation heir to the smoked-fish empire, was busy with a side-hustle.