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Debate

Is Jayson Tatum's sneaker strategy the game-changer the NBA needs to shake up the market?

From the sideline to the basketball court, Deuce and Jayson Tatum are nothing less than teammates. But what if he actually had a running mate of his son’s age? After his successful season with the Shamrocks, the All-NBA forward introduced a product he has been working on for the past two years. Tatum announced the release of his first children’s book, Baby Dunks-a-Lot.

Grown from the habit of reading to Deuce every night, Tatum has been patiently waiting to share the creation with the world. It’s meant for laughs and sharing a heartwarming story of a young baby who shocks his elder brother by soaring for a dunk. But the purpose goes beyond entertainment for children. Even though subtle. The Celtics ace revealed how he wanted to celebrate “representation” and the special relationship he shares with his mother, Brandy Cole through the book.

“Oh absolutely. Representation was super important when creating this book, being organic and showing Black and Brown children that it is possible to be in books. Then, the relationship I have with my mom. My mom didn’t play basketball but she definitely encouraged. Took me to every practice and made sure I was on top of my game,” he said on his appearance on the CBS Mornings.

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via Getty

The illustrations across the book, done by Parker-Nia Gordon, ensure to send a message of inclusion. For example, the protagonist’s family is Brown, and as pointed out by the host of the show, there is also an image of a woman throwing the ball to the baby for the dunk, an homage to his mother for her innumerable sacrifices when she had Jayson Tatum.

The 26-year-old isn’t the first to enter the $145 billion industry. Stephen Curry has a few works in the children’s book, ‘I Have a Superpower’ being his first. Most recently, he has also worked on a graphic novel series ‘Sports Superheroes’, the first iteration of which is the story centered around him. LeBron James, too, has a few children’s books. But even though their work on these books reflects it, none of them have been vocal about spreading a message about inclusion the way Tatum has through his book.

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Exploring the bond between Jayson Tatum and his mother

Tatum got to know he was becoming a father when still in college. “I wasn’t ecstatic” he revealed in an interview. That changed with time as he and Deuce became inseparable. However, Cole had Tatum when she was only 18 and there wasn’t a moment she felt dejected. Marching on with fierce courage, she would attend her lectures with Tatum by her side.

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Is Jayson Tatum's sneaker strategy the game-changer the NBA needs to shake up the market?

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Despite the hardships it came with, Brandy Cole was determined to raise a well-to-do child. She would work multiple jobs and come home late at night. Whatever it took, she did. Eventually, not only did she raise Tatum to be wise and hard-working, but Cole also achieved three bachelor’s degrees.

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Even though well grown up, she still remains to be an integral part of his life. Notably, she still oversees all of Jayson Tatum’s finances and businesses. They even have a deal in place. She has forbade Tatum from spending any money he earns from the Celtics. That means the $314 million extension he signed, even though guaranteed, remains untouchable for the budding NBA star.

The close bonds with both his mother and his son Deuce though also let him stay grounded. He calls Brandy Cole his “best friend” and his recent gesture perfectly sums up their spotless relationship.