How Jayson Tatum Built His Multimillion-Dollar Brand On And Off The Court

It was a long time coming that Jayson Tatum led the Celtics to four conference finals and an NBA Finals loss before winning his first, and the franchise’s 18th, championship in June. “Being so close and sustaining such a level of success for so many years, I believed that we were going to do it,” says the five-time All-Star forward. Boston sports immortality wasn’t the only reward this fluid scorer and gritty defender received: He signed a fresh five-year, $314 million contract in July. It’s far from his first windfall. Over the years, Tatum has built a robust portfolio off the court, which Forbes estimates earns him $13 million annually and includes a sneaker deal with Nike’s Jordan Brand, the cover of 2K Sports’ latest NBA video game and a starring role in Netflix reality sries Starting 5. “Winning gets you in the door,” he says. He has also already made more than $121 million (pretax) on the court—money that his mom (yes, really) insists he mostly saves.

0:00 Introducing Jayson Tatum
1:32 On Winning The NBA Finals
3:35 The Power Of Having A Core Group Of Teammates
5:14 Tatum's Next Goals
7:20 On Growing Up And His Mother's Influence
10:24 Famous Childhood Connections
13:54 Reflecting On The 2017 Draft
16:20 Inside Tatum's Portfolio Of Contracts, Brand Deals And Sponsorships
19:44 Getting His Own Jordan Brand Shoe
22:00 On Legacy

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