How Jayson Tatum’s ‘Welcome To The Garden’ Jordan Pack Came To Life
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BOSTON -- Jayson Tatum has enjoyed the well-deserved victory lap as a first-time NBA champion by signing a record-large $315 million extension with the Celtics, winning a gold medal with Team USA in the Paris Olympic Games and launching a limited edition sneaker pack with Jordan Brand: The "Welcome to the Garden" Tatum 3.
Deon Point, the creative director at Concepts, a footwear and streetwear retailer based in Boston, worked with Tatum and Jordan Brand to help drive the project. The timing lined up perfectly with the Celtics seizing Banner 18 at the 2024 NBA Finals as Point revealed the exclusive two-sneaker pack had been in the works for nearly a year during Friday night's launch celebration at the Isabella Stewart Gardner Museum.
"(Jordan Brand and Tatum) pitched it to us eight or nine months back so this was in preparation before they actually won the title," Point told NESN.com. "We were stoked on it because we were trying to do something with him for a long time but in fairness, I gotta add this was all through Jordan Brand. So they did it, we just helped facilitate them. 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 double-box pack features Tatum's third model and the iconic Air Jordan 1 low, both in a green-suede and floral-print colorway with cream hits. Tatum's "JT" logo is slapped on the metal tag of both sneakers and comes in a decorative green box titled "The Garden." The shoes are scheduled to be on sale to the public Saturday.
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Tatum entered the NBA without a sneaker endorsement deal. The 26-year-old first sported the Nike models of former Celtics teammate Kyrie Irving, a fellow Duke product, who during the 2017-18 season, gifted Tatum some player-exclusive "JT" Kyrie 3s. Two years later, after establishing himself as a bright up-and-coming star, Tatum joined Jordan Brand and released the Tatum 1 in 2023.
The attention to detail, whether in the general color blocking of the sneaker or the sentimental writing of "Duece," a nod to Tatum's son, has always been a constant in the two previous lines that have hit the shelves.
"This is his baby, he loves it and I think this is the best work they've done so far -- by far even," Point said.
Tatum has already unveiled some ultra-creative kicks, such as the Tatum 1 "Pink Lemonade" and the Tatum 2 "Easter." Jordan Brand has even given him some unavailable-to-the-public models like the Jordan 4 "Tattoo" player exclusive and the Jordan 6 "Carmine" player exclusive at 2021 All-Star weekend in Indianapolis, however, the "Welcome to the Garden" pack without a doubt stands tall above them all.
Point emphasized that Concepts didn't have a hand in the design process and it was all brought to life by the creativity of Tatum and the folks at Jordan Brand. So with Tatum not in attendance for the launch event -- the Celtics began their preseason against the Denver Nuggets in Abu Dhabi -- Point provided his interpretation of the unique design and its, maybe not-so-hidden, meaning.
"We did a couple of calls over and we talked about it, I read the backstory on it," Point said. "For me, my mind maybe a little different, I think the obvious nod is to TD Garden and Boston Garden. The flowers I would say, maybe giving Tatum his flowers and then I'd say maybe his growth. Maybe I'm thinking a little deeper into it but what I really thought today as I was coming over here was he's such a giving person that for him to receive those flowers and share them with the city I think it shows how solid of a guy he is. That's kind of what I took from it so not even a double entendre, it's like a different version. Maybe I'm looking too deep into it."
The Celtics, back to work on the hunt for a repeat finish as champions, have two highly-anticipated signature footwear releases with co-star Jaylen Brown, too, debuting a new sneaker. Brown uncovered the 741 brand, an independent company behind his first signature model, "The Rover," which the reigning Finals MVP intends to sport throughout the upcoming title-defending season.
Point, a fan of Brown's and the initiative to go independent with signature footwear, couldn't divulge any information behind a potential Concepts collaboration with Brown but would welcome the opportunity with open arms in the near future.
"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 said. "... 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."
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