BOSTON — As the Celtics play in the NBA Finals, Jaylen Brown is about to play basketball on the biggest stage of her life. He will do it with the power of Kanye West’s sports marketing agency behind him.
Brown signed with West’s agency, Donda Sports, according to TMZ. The report says Brown signed with the agency in March, but it was not public knowledge until now.
“We’re told Donda looked up to the Eastern Conference champion because of his intelligence, social activism and charity work … as well as his success on the court,” TMZ reported. “On top of that, the deal was especially important to Ye because Jaylen is a God-fearing man…and his mother stressed the importance of education at a young age, as did Donda. We’re told Ye thinks Brown is underrated…and wants to take him to ‘superhero’ status over the course of his career and long after his playing days.”
Brown has been carefully managing the business side of his operation for some time, as he is the rare NBA star who has remained a “sneaker free agent” since 2021.
“We are trying to change the mold of the athlete and the way things are done,” Brown told the Boston Globe regarding his lack of sneaker sponsorship in March. “So for me, I’m enjoying my freedom right now and we’ll see what happens later.”
In that same interview, Brown spoke about the importance of his role as an activist integral to any potential trade deal.
“If you want to sign Jaylen, you have to also look at what I do off the pitch and try to magnify that platform as well, whether it’s my foundation, whether it’s social activism, charity, little matter,” Brown told the Globe. “It has to be included. These brands, they talk but they don’t want to include everything I want to do off the pitch. It looks good, but at the end of the day they don’t really care.”
Earlier this week, Los Angeles Rams star defensive lineman and Super Bowl champion Aaron Donald announced that he had signed with Donda Sports. Brown’s addition should provide a major signal to the agency ahead of the NBA Finals.