IN CONVERSATION WITH JAYLEN BROWN
interview by JANA LETONJA
Jaylen Brown is redefining what it means to be a modern athlete. A 2024 NBA Champion, NBA Finals MVP, and four-time All-Star, he has become the heartbeat of the Boston Celtics while building an impact far beyond basketball. From launching his self-funded sneaker brand 741, to pioneering economic mobility through his Boston XChange and 7uice Foundation, to driving innovation as a tech investor and wellness advocate, Jaylen is rewriting the blueprint for athlete-led change. With global influence and a vision that spans generational wealth, youth empowerment, and creative expression, Jaylen is not just dominating the league—he’s shaping the future.
sunglasses OAKLEY
jewellery DAVID YURMAN
jacket PRADA via Society Archive
trousers ANN DEMEULEMEESTER
shoes SOCIETY ARCHIVE
You led the Celtics to the 2024 NBA Championship and earned both the Finals MVP and Eastern Conference MVP. How did that moment reshape your sense of purpose as a leader?
It didn’t necessarily reshape my purpose, it confirmed it. I’ve always believed in the work, in staying committed to the mission, and in leading by example. Winning on that stage just validated that staying true to yourself, even through adversity, is the right path.
You’ve grown from a top recruit in Atlanta to a franchise cornerstone in Boston. What part of your journey still drives you every day?
What drives me is pouring into the next generation and inspiring them to take things further than we did. I know how impactful representation and mentorship can be, especially for young people who don’t always get that push. Using my platform to open doors for the next wave is what keeps me going.
left:
hat SOCIETY ARCHIVE
jacket ENTIRE STUDIOS
shirt THOM BROWNE
shorts SKEENA
right:
sunglasses OAKLEY
jacket KID SUPER
shoes 741
trousers SKEENA
gloves SOCIETY ARCHIVE
How has your intellectual foundation, from academic rigor to your time at Berkeley, shaped your approach to the game?
Berkeley changed my life. I learned about hegemony and it exposed me to systems, structures, and conversations that most people never get access to. It taught me to think critically, to question the norms, and to understand the world behind closed doors. That awareness made me much more intentional with how I use my voice and my platform, both on and off the court.
What does being a four-time NBA All-Star mean to you compared to the impact you hope to have off the court?
I’m extremely grateful for every All-Star selection. It’s a blessing and an honor. But the impact I want to have off the court matters even more to me. Legacy isn’t just stats or accolades, it’s the lives you touch and the change you help create.
jacket DOUBLET
jewellery DAVID YURMAN
gloves GIORGIO ARMANI
sunglasses OAKLEY
trousers KILLOFFSEASON
shoes TIMBERLAND
As someone known for performing in pressure moments, how do you mentally prepare for high-stakes environments?
A lot of it comes down to visualization and meditation. I try to see the moment before it happens so that when it comes, I feel calm and grounded instead of overwhelmed. Preparing my mind helps me perform freely and with confidence.
You turned down over $50M in endorsement deals to create 741, your self-funded sneaker and athleisure brand. What made you bet on yourself?
It wasn’t about choosing one thing over another, because those opportunities occurred during two different periods of my life. It was about choosing the path that aligned with my purpose. I wanted to show younger athletes that ownership is possible and that you don’t have to wait for permission to build something of your own. Betting on yourself can inspire others to do the same.
sunglasses OAKLEY
shirt ENTIRE STUDIOS
jewellery DAVID YURMAN
trousers THE FRANKIE SHOP
shoes CLEARWEATHER
741 plans to sign other athletes. How do you envision building a brand where athletes have equity rather than just sponsorship, and how do you see 741 reshaping athlete empowerment in the next decade?
At 741, we’re building something completely different from the traditional model. Athletes shouldn’t just be the face of a product, they should own the platforms their talent and IP help create. Our vision is to give athletes real equity, real creative control, and the ability to shape the narrative instead of being shaped by it.
Over the next decade, I see 741 becoming a blueprint for how athletes take back their power, not by taking a percentage of someone else’s idea, but by having ownership in something they helped create. We want to lead the future of performance by proving that athletes can be founders, innovators, and decision-makers, not just endorsers. That’s how you change the ecosystem for generations to come.
The Boston XChange and Oakland XChange aim to generate $5 billion in generational wealth for marginalized communities. What sparked this vision?
Living in Boston, I’ve seen firsthand how wide the wealth gap is. It affects opportunity, mobility, community safety, everything. I wanted to create solutions that directly address those disparities instead of just talking about them. The blueprint of places like Black Wall Street inspired me to imagine what it would look like to rebuild that kind of ecosystem today.
sunglasses OAKLEY
shirt THOM BROWNE
jacket ALEXANDER DIGENOVA
trousers VENEDA CARTER
shoes CLEARWEATHER
Your 7uice Foundation’s Bridge Program with the MIT Media Lab has already changed countless young lives. Why is tech education central to your mission?
Education is the foundation for everything, and tech is the future. I wanted young people from underserved communities to have early exposure to STEM and STEAM concepts, because they’re not always highlighted in their schools or neighborhoods. If we give them access to the tools of the future, they can shape the future.
You also released your debut single ‘Just Do It’ with FERG. What role does music play in your creative world?
Music gives me another space to express myself and explore a different part of my creativity. Basketball is one outlet, but creative expression is bigger than one lane. Music lets me tap into that in a different way.
What are you most excited about in the coming year?
Honestly, I’m focused on taking things one day at a time. Staying present allows me to give my best to whatever’s in front of me as a player, a leader, and a human. Everything else will unfold exactly how it’s supposed to.
sunglasses OAKLEY
top, shirt, and trousers ENTIRE STUDIOS
TEAM CREDITS:
talent JAYLEN BROWN
photography WILLIAM FERCHICHI at Imaj Artists
styling MAURICE DIALLO at ACB Creative
grooming VALISSA YOE at See Management
video LUCAS COOK
photography assistant BEKA MAGLAKELIDZE
styling assistant ROB GREEN III
tailor CECILIA LIZARRAGA
grooming assistant JET KEEFE
editor TIMOTEJ LETONJA
editorial director and interview JANA LETONJA
cover design ARTHUR ROELOFFZEN
