Boston Celtics star Jaylen Brown has launched his own performance brand, 741, and turned down over $50 million in potential endorsement deals.

According to a press release (h/t Justin Leger of NBC Sports Boston), Brown turned down other offers “from major sneaker companies to gain full ownership and creative control of his own brand.”

This brand also includes the sneaker 741 Performance Rover “Black Moon”, which can be pre-ordered:

According to the official website, “741 is a next-generation performance brand with a clear mission: to empower athletes and provide consumers with high-quality, stylish designs that enhance performance on and off the field.”

On the meaning of the name: “The number 7 stands for spiritual awakening, wisdom and understanding, while the number 4 symbolizes hard work, stability and practicality. The number 1 stands for new beginnings, creativity and independence.”

Brown, who wears No. 7, just helped lead the Celtics to their 18th NBA title, earning Eastern Conference Finals MVP and NBA Finals MVP honors along the way.

741 products are scheduled to go on sale on October 22, when the Celtics begin their regular season and title defense with a home game against the New York Knicks. The products will be available online and at select retailers.