Jaylen Brown turned down $50 million in endorsements to launch his own performance brand

"It's time to create more value for everyone involved, from athletes to consumers to employees and the communities that support them.”

Jaylen Brown has already accomplished plenty this year. The Celtics All-Star won his first NBA title while taking home both Eastern Conference Finals and NBA Finals MVP honors during Boston’s championship run.

Now, the 27-year-old swingman is setting his sights on another venture. Brown announced Tuesday that he is launching his own performance brand, along with his first signature sneaker.

Brown announced his new performance brand, 741, on Tuesday, via X. He donned his first sneakers with the brand — dubbed “The Rover” — during Tuesday’s Media Day at the Auerbach Center before wearing a gray colorway of the shoe during Wednesday’s training camp practice in Brighton.

“I’ll be wearing different variations, but these shoes all season. I’m looking forward to making some announcements later today,” Brown told the media on Tuesday before formally announcing 741 later that evening. “But I’m excited about it.”

Brown turned down more than $50 million in endorsement deals from other sneaker companies “to pursue full ownership and creative control of his own brand,” according to a press release announcing the launch of 741.

The name of the 741 brand holds special significance for Brown, each of the digits representing “spiritual awakening, hard work, and new beginnings,” respectively.

“The understanding of ownership and value is what’s important for the next generation of athletes,” Brown noted in the release as to why creative control remained a focus for him. “It’s time to think different and be different … It’s time to create more value for everyone involved, from athletes to consumers to employees and the communities that support them.”

Brown has been a free-agent on the sneaker market since 2021. He initially signed a five-year deal with Adidas in 2016.

He has primarily worn Nike shoes since then, but has been a vocal critic of the sneaker giant over the years, especially after claiming that the company played a role in his omission from Team USA’s roster during the 2024 Summer Olympics.

“741 is more than just a sneaker brand—it’s a statement about independence, creativity, and ownership,” Brown said in the release.

“The Rover” shoes are available for pre-order at 741performance.com with the brand’s products set to go live for sale on Oct. 22 — which is the same date as Boston’s season opener against the Knicks at TD Garden.