Fierce, ruthless, and charismatic. Three words that best describe the 2024 version of Jayson Tatum. But, this is for his actions on the NBA courts. The Boston Celtics’ superstar is ruling this season as the reigning champions. However, beyond the court, as a full-time dad to his six-year-old son, Deuce, JT can only think of how he can give his boy a better life. And those thoughts have led him to explore new quests.

Keeping Deuce in mind, Jayson Tatum joined hands with an ex-Nike employee to step into a $15.9 billion market. Back in 2022, the 5x NBA All-Star shifted from his sneakers ventures and went all ‘Willy Wonka’ for Small Wins candy. But, what was his motivation? Speaking with Forbes, the 26YO power forward shared the stories.

Tatum started the chat by giving a shout-out to his business partner and co-founder of Small Wins, Tony. JT narrated: “He left Nike and called me one day, came up with this idea that he was starting a candy company. And he wanted to partner with me and kind of have me be the face of it with my relationship with Deuce.” He added, “It was all about starting a healthier, better-for-you option for kids—plant-based gummies.”

The overall idea was to give a healthier candy options for kids with a sweet tooth. Especially in the transition in diet and nutrition, trying out plant-based gummies wouldn’t be a bad idea. “It was a no-brainer for me. I love being a father. I love doing things for my son, and I want to give them healthier and better options,” Jayson Tatum further added.

Moreover, Small Wins is gaining traction in the candy-verse. To see a pet project come to life feels great to Tatum. Besides, “We’re going to have small wins bags at TD Garden and the game. And they’re on Amazon. You can go to Walmart and grab them. It has been a different process than what I’m used to dealing with shoes and things like that. But yeah, starting a candy company has been fun.”

Jayson Tatum’s latest venture reflects his values and deep connections with family. His relationship with his parents, particularly his mother, Brandy Cole, seems to have inspired his disciplined approach to life and business.

Jayson Tatum’s unique relationship with mother revealed

There are no secrets when it comes to Jayson Tatum’s relationship with his mother Brandy Cole. Having him at just 19, Mama had to strive to provide her son with everything he desired. She wanted to give JT the world just like any mom would do for her kid. But, she had a demand: “I’ll do whatever it takes but you have to do your part.” The mother-son duo have been through thick and thin together. And now that Jayson is at the peak of success, Brandy remains closely involved.

Notably, when it comes to finances, every decision ultimately goes through her. With that in mind, they established a unique rule: Jayson Tatum isn’t allowed to touch a penny of the money he earns from the Boston Celtics. This stipulation has accumulated to nearly $160 million. But has Tatum managed to stick to the rule, or has he found a way to slip past it?

“That’s still like 95% true,” Tatum told Forbes. He has used his money for good causes ONLY. “I have used some of that money to purchase houses for like myself, my mom, my grandma, and things like that. Like everyone else, I get paid every two weeks and I have a savings account that I use to invest and things like that and that still is true. I don’t live off my NBA check.” 

Besides, Jayson Tatum makes $13M from endorsements alone. And with his candy company and other business ventures, it’s easy for him to live the lifestyle he wants. Not just that, he can give his mum and son the life of comfort that to a great extent, JT missed.

Jayson Tatum’s success goes beyond basketball. He co-founded Small Wins candy to provide healthier options for kids. And, despite earning nearly $160 million from the Celtics, he sticks to his financial rules, using his money for family and investments. His ventures and strong family bonds reflect his commitment to giving his son and loved ones a better life.