Jayson Tatum’s season-ending injury in Game 4 of the Eastern Conference semifinals against the New York Knicks sent shockwaves through the basketball world. The Boston Celtics lost 121-113, and Tatum, a key player, is expected to miss at least nine months due to a severe injury requiring extensive rehabilitation. In Game 5, the champions faced their first test without Tatum and overcame the odds with a resounding 127-102 victory, thanks to a combined 60 points from Derrick White (34) and Jaylen Brown (26).
Now, the second challenge looms large in New York, where Madison Square Garden will be packed to the rafters. A Knicks win would mark their first trip to the Eastern Conference Finals since 2000, ending a 25-year drought. Back then, the Knicks fell to the Indiana Pacers, who are awaiting the winner of this series. The Celtics are aiming to become just the 14th team in NBA history to overcome a 3-1 deficit, but they face a monumental task without their star forward.
Tatum’s Superman Campaign grounded by Injury
The injury has impacted not only Tatum’s on-court presence, but also his off-court endeavors. A commercial promoting the upcoming Superman movie, set for release on July 11, 2025, was suspended indefinitely following his long absence. The ad, which debuted last week, featured Tatum dramatically revealing a red and yellow “S” on his chest after Superman took a day off. Voices asked, “Who’s going to sub in for Superman?” A follow-up ad humorously explained that Clark Kent was skipping his duties to watch the NBA playoffs.
According to Sportico, the campaign received mixed reactions online due to Boston’s 2-0 deficit against the Knicks at the time and has now been pulled entirely. From its initial airing on May 5 until its last appearance on ESPNEWS’s Around the Horn on Wednesday, the ad received 37 million impressions across 185 showings, equating to approximately $495,000 in media exposure. The decision to halt the campaign reflects the severity of Tatum’s injury and its broader implications. Warner Bros. Discovery declined to comment, and Tatum’s representatives did not respond by press time.
Tatum’s Spending Salary and Celtics Playoff Push
Tatum’s partnership with the Superman brand included a collaboration with Nike, which designed Superman-themed sneakers for him to wear during the playoffs. However, the injury jeopardizes his rise among the NBA’s top earners. He pulled in about $14 million in endorsements in 2024, ranking 11th among NBA players and 14th among all American athletes. Despite this setback, Tatum will earn $54.1 million from the Celtics next season.
He has said that he saves all of his salary earnings and spends only his off-court earnings, as part of an agreement with his mother. His endorsement deals with brands like Gatorade, Google, and Subway remain intact. However, the suspension of his Superman campaign is a significant loss, both financially and symbolically.
After undergoing successful surgery on Tuesday, Tatum was discharged from a New York hospital on Thursday and reunited with his teammates at their hotel, marking his first interaction since being carried off the court. Tatum’s recovery is expected to take around nine months, similar to Kevin Durant’s recovery time after tearing his Achilles tendon in the 2019 NBA Finals. Durant missed the entire 2019-20 season.
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