Whatever beef Brown has with the shoe giant, snatching a piece of its business won’t be easy: It owns about 80% of the roughly $5.5 billion global basketball shoe market. It makes uniforms for every team in the league, and during the 2022-23 season, the most recent one for which information is available, 65% of players wore Nike sneakers.

Nike and Jaylen Brown’s ‘childish’ spat ends in more trolling after Giannis’ historic night.

Jaylen Brown's beef with Nike Basketball continued Thursday after Nike took a not-so-subtle shot at the Celtics star on social media.

Brown has a long history of being openly critical of Nike, including back in 2022 when he questioned the brand's ethics following its decision to cut ties with Kyrie Irving. Brown's criticism continued this past summer when he appeared to blame the brand for being omitted from Team USA, with Nike being the team's official sponsor.

Jaylen Brown’s scoring is up from 23 to 25.6 points per game this season, but the real story lies in the details—his growth in free-throw generation, increased self-creation, and the challenges affecting his scoring efficiency.