Why Celtics’ Jaylen Brown Took Independent Route With Sneaker Launch

Boston Celtics star and reigning NBA Finals MVP Jaylen Brown refused to sign a sneaker endorsement deal, which would’ve been the 27-year-old’s first since parting ways with Adidas three years ago, and even went as far to decline $50 million this offseason to instead launch the 741 brand.

Brown was spotted throughout parts of the offseason wearing the then-unkown sneakers with no branding or visible lacing, leaving the online sneaker enthusiasts scouring for information on the unqiuely-designed kicks. Hours after Brown spoke at Celtics media day at Auerbach Center and shared that the “Rover” model will be worn predominately this upcoming season and also released on the brand’s website for a $200 retail price. Brown further explained the (very) simple thought process that brought 741 to life.

“Honestly, boredom,” Brown said Friday at training camp, per Jared Weiss of The Athletic. “It would be great for it to be successful. But even if it’s not, who cares? I’m just kind of tired of seeing the same old things, the deals constructed the same way. So hopefully in the next 20 years, even if this isn’t like super successful, that it sparks other athletes, other creators to have the courage to start to build stuff on their own.”

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Brown’s sported customized models of Nike’s Kobe Bryant line along with other miscellaneous Adidas models, almost always spreading a message whether of social justice or to pay homage to Celtics icon Bill Russell. It seemed unlikely that Brown would garner interest from major brands after the three-time All-Star used his platform to challenge Nike on its ethics — and didn’t stop. Brown didn’t shut the door completely, telling Complex that he’d be open to a conversation with Nike if both sides expressed mutual interest in meeting. That was nearly a year before the USA Basketball fiasco in which Steve Kerr, Erik Spoelstra and Grant Hill didn’t extend an invitation to Brown this past summer.

“I’m excited about it,” Brown said Tuesday at media day. “Excited to explain to you guys the journey and the process that I’ve been on; all the ups and downs, everything that’s happened behind closed doors. Sharing the whole experience that goes on in the sneaker market, sneaker companies. From grassroots up. A lot of you guys are probably familiar with it but I’ll be able to articulate it a lot clearer than most so I’m looking forward to doing that when the time presents itself.”

Expect Brown to debut the 741 “Rover” during Boston’s Opening Night matchup with the New York Knicks after watching Banner 18 rise up to TD Garden’s rafters on Oct. 22.