Celtics’ Jaylen Brown joins Kanye West’s Donda Sports

Though he’s sure to be in the middle of preparation for the NBA Finals which begin on Thursday night, the Celtics’ star is still making moves off the court as well.

Celtics’ Jaylen Brown set to collaborate with Kanye West

After reports confirmed this week that Boston Celtics star Jaylen Brown joined Kayne West’s marketing firm, the guard made his thoughts clear when he called the move a “beautiful collaboration.” The company in question, known as Donda Sports is actually tied to West’s larger clothing line and is actually already in the market of professional athletes with Los Angeles Rams star Aaron Donald having recently disclosed that he too had joined the firm. Brown actually continued and went on to explain his thought process in the decision.

“It was time. For me, like I said, anytime I make a life decision, I contemplate. I think about things deeply,” Brown said. “And from what I want to do, the missions I want to get accomplished, it was the right decision.” Brown will of course be able to help his prospects in terms of market value when he gets going against the Golden State Warriors on Thursday night in Game 1 of the 2022 NBA Finals.

Jaylen Brown is building his image

When considering Brown’s move, there is actually an interesting factor to consider. Having recently seen his long term deal with Adidas - signed during his rookie season back in 2016 - come to an end, The Celtics’ go to guy effectively became a ‘free agent’ in the market of shoe deals. Could it be that what was on offer with West’s new company was better than the sneaker giant could come up with? Who knows, but one thing we can take away is that Brown has become more and more active where social justice is concerned. With that he has made it clear that he wants his future endorsement contracts to include investments in those kinds of projects. Perhaps there is lies the why behind his choice.

Is Kanye West’s reputation a problem for Jaylen Brown?

With Donda Sports now understood to be the party responsible for any future negotiations marketing or otherwise involving Jaylen Brown, one can imagine that the faith he has placed in West and his firm must be solid. Where his present contract is concerned, Brown is currently sitting on a four year $106 million extension that activated in 2020. Understandably, said contract will of course now now be negotiated by West when the time comes. It should be said that the pair have actually had a relationship for quite sometime, however, it only became business oriented this past regular season. Asked whether the chatter and criticism of his new business partner concerned him, Brown was indifferent.

“People have concerns or critiques, etc., but in the world we live in, there’s concerns and critiques in any and everything,” Brown said. “I feel like this is a good moment for me in my particular life. I’m excited to build and create and do things that I’ve always imagined I wanted to do on the court and off.”