NBA Finals MVP and Boston Celtics champion Jaylen Brown has officially unveiled his first performance brand, 741, marking a bold new chapter in his career.

According to the company’s press release, Brown turned down over $50 million worth of endorsement deals with major sneaker companies to gain complete ownership and creative control over his own brand. Additionally, 741 is now available for pre-order at www.741performance.com. Products will go on sale both online and at select retailers starting October 22, 2024.

The name 741 has a deep personal meaning for Brown, rooted in his connection to numbers and their spiritual significance. In his life, the numbers 7, 4 and 1 have appeared frequently, representing spiritual awakening, hard work and new beginnings respectively.

Taken together, these numbers align with Brown’s decision to trust his faith and forge his own path by defying industry norms and creating something that truly reflects his values. Brown said, “741 is more than just a sneaker brand – it’s a statement of independence, creativity and ownership.”

With the introduction of the 741, Brown’s company aims to achieve four unprecedented goals in the sneaker and apparel industry. First, 741 is dedicated to developing technologically advanced, performance-oriented products without compromising on design or functionality.

Second, it introduces a new economic model for sponsored athletes, giving them more ownership and control over their brands. Third, 741 ensures accessibility to all households and offers high-performance products at an affordable price.

Ultimately, the company’s goal is to provide career opportunities for aspiring professionals from underserved communities and open doors for them in all areas of performance and fashion retail.

He described the decision reject 50 million dollars in offerings as a necessary step to building something lasting, explaining, “Understanding ownership and value is what matters to the next generation of athletes. 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 that support them.”

Brown also claimed that his inspiration for launching his own brand also came from Kobe Bryant.who was planning to launch his own independent sneaker line before his death. Brown, a longtime fan of Bryant, was deeply moved by his vision.

“Kobe’s “My journey has taught me to be fearless and to take the sport and society to new heights. I bring that attitude to 741,” Brown said, noting that the timing was right after signing one of the biggest contracts in NBA history.

The Celtics held their NBA Media Day on Tuesday, but Brown’s announcement is the biggest story of the day. Stay tuned to Sports Illustrated’s Kicks on SI for all sneaker news from the NBA and beyond.