Jaylen Brown is no longer a sneaker free agent. He belongs to his own team and is creating his own independent brand.
The Boston Celtics star is taking pre-orders for his new signature shoe, Rover, launching under his new performance brand and sneaker company 741, which will combine “advanced technology and minimalist design.” The reigning NBA Finals MVP is the latest star baller to create his own signature shoe line as part of an ongoing wave of athlete empowerment that spans fashion, culture, media and business.
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Brown, known for his intellectual and curious nature, says he turned down more than $50 million from major footwear companies to form 741, where he will have full ownership and creative control. The former University of California player has been spotted wearing the Rover sneakers all summer, with no explanation given so far.
The launch of his first basketball shoe, which officially releases on Oct. 22, comes after Brown spent the past few seasons as a sneaker free agent, with his deal with Adidas expiring in 2021. Since then, he’s worn pairs from both Kobe (Nike) and Adidas, though he opted to cover up the shoes’ logos. His new sportswear venture marks his latest pushback against the corporate apparel giants; he’s publicly criticized Nike on social media, calling out the company for its handling of the Kyrie Irving anti-Semitism controversy in 2022.
Brown, a member of the NBA players’ union executive committee, went so far as to suggest that Nike played a role in his omission from Team USA Basketball. The all-star squad ultimately won gold in Paris with help from Celtics teammates Derrick White and Jayson Tatum, who just released his latest signature shoe with Nike’s Jordan Brand (the Jordan Tatum 3). Brown said earlier this week that he used the snub as fuel.
Brown said Complex he was inspired by the late Kobe Bryant, who wanted to launch his own independent footwear company before his death in 2020. The Atlanta native joins other NBA players who have launched their own footwear brands, including Stephon Marbury and Shaquille O’Neal. Irving and Milwaukee Bucks forward Taurean Prince are among others who have partnered with existing footwear companies to launch their own signature brands.
It’s unclear whether Brown’s new Rover shoes and other products will be produced outside of China, which has seen a spate of brands jumping into American basketball over the past decade. Li-Ning, for example, has partnered with a string of current and former NBA stars, including Dwayne Wade, Baron Davis and Jimmy Butler.
Brown has had a busy summer after helping the Celtics win their first title since 2008. He launched the Boston XChange, which aims to close the racial wealth gap and empower underrepresented entrepreneurs. He also hit the studio with hip-hop artist Ferg and dropped a song called “Just Do It,” Nike’s trademark slogan.
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