Boston Celtics star Jaylen Brown has a clear understanding of the NBA’s business side and the relationship between players and major brands. When discussing the most iconic athlete-brand partnerships, one name inevitably comes to mind—Michael Jordan and Nike. According to Brown, not even LeBron James has reached the same level of marketing dominance that Jordan established decades ago.

Brown appeared as a guest on the Earn Your Leisure YouTube channel, where he discussed the business realities of being a professional athlete and the influence of brands in shaping player careers.

“A lot of our players have complaints,” Brown said. “Throughout time, they’ve been mistreated. Once they’ve finished their deal or their contract, they can’t put out things as quickly as they need. They can’t get them to their community or their family members. They don’t own their IPs, so they have no say. They’re forced to renegotiate deals post being a superstar and generating this amount of revenue for a brand.”

Brown also noted that many athletes remain silent about these issues due to the embarrassment of being in such a vulnerable position. However, he pointed out that one player stands as an exception when it comes to securing an unparalleled business legacy. “(Michael) Jordan was one of one,” Brown said. “Nobody has surpassed Jordan since. Not LeBron (James). We’re in a whole different era. That was almost 40 years ago.”

Jaylen Brown dribbling

Jaylen Brown #7 of the Boston Celtics dribbles the ball during a game against the Philadelphia 76ers at the Wells Fargo Center on February 02, 2025 in Philadelphia, Pennsylvania.

LeBron James vs. Michael Jordan: two different business models

LeBron James is arguably the closest player to Jordan in terms of global influence. His lifetime deal with Nike, his diverse business investments, and his control over media ventures through SpringHill Company have positioned him as one of the most financially astute athletes in history.

However, Brown’s argument suggests that even with all of LeBron’s achievements, his influence hasn’t eclipsed Jordan’s in terms of brand dominance. The Air Jordan brand is more than just a sneaker line—it’s a cultural phenomenon that continues to generate billions in revenue decades after Jordan retired. While LeBron’s signature Nike shoes are successful, they have yet to reach the same level of market impact.

Jordan’s success stemmed from being the first athlete to truly own his brand, whereas many modern NBA players still operate under contracts in which corporations maintain control over their image, marketing, and distribution rights.