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.

Jaylen Brown and Nike’s feud lives on. The Celtics star fired back after the sportswear brand appeared to take a shot at him while celebrating Bucks star Giannis Antetokounmpo’s 59-point performance in a win against the Pistons on Wednesday.

Jaylen Brown and Nike's long-standing feud took a wild turn after the recent handshake incident involving Brown and Giannis Antetokounmpo.