Brown has spent most of his career in the NBA as a sneaker free agent. At times, he has opted to play in custom shoes, sometimes adorned with drawings of figures like Bill Russell or his late grandmother. More recently, however, a public spat with Nike may to have inspired Brown to take matters into his own hands. The All-Star forward spent the summer and fall building a new company — 741 Performance. The official launch of this new brand saw with the debut of Brown’s first signature shoe, and he has teased additional apparel throughout the 2024-25 NBA season. Now, 741 has officially unveiled the new clothing to the public.

The apparel officially launched at 7:41 PM on the East Coast. Numbers and symbolism are deeply important to 741’s mission.

“The name 741 holds deep personal significance” reads the website. “Inspired by founder Jaylen Brown’s connection to numbers and frequencies. In Numerology, the number 7 represents spiritual awakening, wisdom, and understanding, while 4 symbolizes hard work, stability, and practicality. The number 1 stands for new beginnings, creativity, and independence.”

“Together, these numbers tell a story of intuition, resilience, and boldness, embodying the spirit behind Jaylen’s decision to forge his own path and create 741—a brand that champions authenticity and empowerment for all.”

Brown hasn’t been the only one modeling the new brand. His teammates Jordan Walsh and Payton Pritchard have played a few games in the new sneakers.

Whenever Pritchard or Walsh have a good game in the shoes, Brown has been quick to shout them out on social media. This includes comparing his teammates’ stats with and without the sneakers. Brown himself beams when asked about the shoes.

A representative from 741 told Celtics Wire the brand hopes to reveal more about its origins and mission in the coming weeks. For now, expect Brown to continue to model his 741 sneakers and apparel whenever he can.