Jayson Tatum Collaborates with Jordan Brand for New Sneaker Release

BOSTON — Jayson Tatum has been enjoying a series of remarkable achievements, including becoming a first-time NBA champion with the Boston Celtics, claiming a gold medal with Team USA at the Paris Olympic Games, and launching a limited-edition sneaker pack with Jordan Brand named “Welcome to the Garden” Tatum 3. This collaboration marks a significant milestone in Tatum’s career.

Deon Point, the Creative Director at Concepts, a renowned footwear and streetwear retailer headquartered in Boston, collaborated with Tatum and Jordan Brand on this venture. The project’s timing was impeccable, coinciding with the Celtics’ victory at the 2024 NBA Finals. As Point revealed during the launch event at the Isabella Stewart Gardner Museum, the exclusive two-sneaker pack had been under development for nearly a year.

Point shared insights with NESN.com: “(Jordan Brand and Tatum) pitched it to us eight or nine months back, so this was in preparation before they actually won the title,” he stated. “It was a very quick turnaround for them. And for them to do the double pack and kind of innovate the box in a way they’ve never done before, it was down to the wire but they came out great. I couldn’t be happier.”

The sneaker pack features Tatum’s third model and the iconic Air Jordan 1 low, both presented in a green-suede and floral-print colorway accented with cream hits. Tatum’s “JT” logo adorns the metal tag of both sneakers, which come packaged in a decorative green box labeled “The Garden.” This collection is set to hit the shelves this Saturday.

Before joining Jordan Brand, Tatum entered the NBA devoid of any sneaker endorsement. The 26-year-old initially sported Nike sneakers, later receiving gifted shoes from fellow Duke alum and former Celtics teammate Kyrie Irving. After establishing himself as a promising star, Tatum signed with Jordan Brand and released the Tatum 1 in 2023.

Throughout Tatum’s sneaker lines, attention to detail has been a consistent theme, from color blocking to personal touches like “Duece,” a tribute to his son. “This is his baby, he loves it and I think this is the best work they’ve done so far — by far even,” Point commented.

Point made it clear that Concepts did not take part in the design process, with Tatum and the Jordan Brand team being the key creative forces. Due to NBA commitments, Tatum was absent from the launch event as the Celtics commenced their preseason against the Denver Nuggets in Abu Dhabi. Point offered his interpretation of the uniqhttps://i1.wp.com/dailymendia.wikipedia.org/files/sites/1535/1328825757_4/img_character_interesting_question_culture_wiki.jpgue design, suggesting it symbolized Tatum’s growth and connection to Boston.

The Celtics are preparing for another championship run, with co-star Jaylen Brown unveiling a new sneaker under the independent 741 brand. Brown, who was the Finals MVP, will wear “The Rover” model throughout the upcoming season. While a potential collaboration between Concepts and Brown remains undecided, Point expressed enthusiasm about future possibilities.

“I think his shoe is incredible, it’s completely unique and I can appreciate someone that didn’t go the easy route and took a chance on going independent,” Point added. “Obviously we’d love to explore any opportunities there is but as of now, without speaking too soon, we’ll at least help put it into the forefront and potentially with a launch or something like that. That’s been the discussion so far. But I think it’s gonna be well received.”