Jaylen Brown Launches New Shoe Brand Following Dispute with Nike.
Jaylen Brown is no longer a sneaker free agent; he has launched his own independent brand. The Boston Celtics star is now taking pre-orders for his signature shoe, the Rover, under his new performance brand and sneaker company, 741, which aims to combine “advanced technology and minimalist design.” As the reigning NBA Finals MVP, Brown joins a growing movement of athletes establishing their own shoe lines, reflecting a broader trend of empowerment in fashion, culture, media, and business.
Known for his intellect and curiosity, Brown turned down over $50 million from major shoe companies to create 741, where he will have complete ownership and creative control. He has been seen wearing the Rover sneakers throughout the summer without providing any details until now.
The official launch of his first basketball shoe is set for October 22, following a period where he was a sneaker free agent after his Adidas contract ended in 2021. Since then, he has worn various brands while covering logos. His new venture represents his latest challenge to corporate apparel giants; he has publicly criticized Nike, particularly regarding its handling of the Kyrie Irving antisemitism controversy in 2022.
As a member of the NBA players’ union executive committee, Brown has suggested that Nike influenced his exclusion from the Team USA Basketball roster. The team ultimately won gold in Paris with contributions from his Celtics teammates Derrick White and Jayson Tatum, who recently released his own signature shoe with Nike’s Jordan Brand.
Brown cited the late Kobe Bryant as an inspiration, noting that Bryant had envisioned starting his own independent shoe company before his death in 2020. He joins a list of NBA players, including Stephon Marbury and Shaquille O’Neal, who have established their own brands, while others like Irving and Taurean Prince have partnered with existing companies for their signature lines.
It remains unclear if Brown’s Rover shoes will be manufactured in China, a common practice for many basketball brands in the U.S. Li-Ning, for instance, has collaborated with various current and former NBA stars like Dwyane Wade, Baron Davis, and Jimmy Butler.
This summer has been particularly eventful for Brown, who helped the Celtics secure their first championship since 2008. He also launched the Boston XChange, aimed at addressing the racial wealth gap and supporting underrepresented entrepreneurs. Additionally, he ventured into music, collaborating with hip-hop artist Ferg on a track titled “Just Do It,” which references Nike’s iconic slogan.
