It’s been an eventful offseason for the Boston Celtics star. Jaylen Brown has officially launched his own performance brand, 741, announcing it on Instagram. With the launch of the official website, the NBA champion unveils the sportswear brand with the announcement of his first signature sneaker.

The official press release stated that Brown “turned down endorsement deals valued at over $50 million with other major sneaker companies to gain complete ownership and creative control of his own brand.” Brown took the risk, knew what he could bring to the table, and wanted to create a legacy beyond the jurisdiction. Brown said, “Understanding ownership and value is what’s important for the next generation of athletes.” He added, “It’s time to think differently and be different… create new ideas. It’s time to create more value for everyone involved, from athletes to consumers to employees and the communities they support.” When asked how he came up with the brand name “741,” he recalls the deeper meaning behind those numbers: “The name ‘741’ is more than just a sneaker brand – it’s a statement of independence, creativity and ownership.” Inspired by the late Kobe Bryant’s Mamba Mentality, he hopes to bring the same fearlessness to his brand and “take the sport, along with society, to new heights.” That’s the attitude I bring to 741.”

He’s releasing his first signature shoe, which appears to feature an all-black mesh upper and lace-free slip-on technology. The shoe sits atop a black midsole and purple outsole. Brown promises that his fans will see him on and off the court in his own 741 sneakers this season. Pre-orders are available now from 741, and more products are set to go on sale starting October 22.