Kanye West’s Donda brand is expanding into sports, as seen by the recent signing of a new player.Jaylen Brown, the Boston Celtics’ star. Jaylen Brown took a huge move by signing solely with Kanye West’s Donda Sports, shortly after winning the Eastern Conference finals and advancing to the NBA playoffs.

 

@TMZ_TV reports, Jaylen Brown is betting big on Kanye West and his marketing agency Donda Sports, as he becomes the first NBA player to join Ye’s athletic roster. While it may appear to be an unexpected move, Jaylen and Kanye have been friends for a long time, and plans for him to sign with Donda began in March. According to Donda Sports representatives, Jaylen was an obvious choice to sign because of his brilliance, social engagement, humanitarian efforts, and athletic success.

 

Kanye was also believed to be particularly struck by Jaylen’s religious beliefs, and Jaylen’s mother emphasised the significance of education to him at a young age, similar to Kanye’s late mother, Donda West. Ye also reportedly believes Jaylen is underappreciated in the NBA and expects that signing him will elevate him to “superhero” status.

 

In March, Jaylen Brown discussed what it takes to sign him:

“If you want to sign Jaylen, you have to look at what I do off the court as well and try to magnify that platform as well, whether it’s my foundation, whether it’s social activism, charity, whatever.”

He continued adding, “That needs to be included. These brands, they talk but they don’t want to include anything that I want to do off the court. It sounds good but when it really comes down to it, they don’t really care.”