Jayson Tatum's Superman campaign launches amid Boston Celtics' struggle in the Playoffs

Time of India

09-05-2025

Jayson Tatum. Image via: DC Studios
It was the worst of times, as some fans called out the timing of the
Boston Celtics
standout
Jayson Tatum
's
Superman campaign
release. Tatum's classic appearance wearing a black suit complemented with a white shirt and a black tie with a sunglass to go with the costume, could not suppress the playoff worries that Celtics fans have. Undoubtedly, the timing of the commercial couldn't be any weirder.
Jayson Tatum appears in DC's Superman commercial
Boston Celtics forward Jayson Tatum has officially entered superhero territory.
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As part of a collaboration with
DC Studios
, Tatum stars in a playful, high-energy docuseries-style campaign promoting Superman, the upcoming blockbuster film by
James Gunn
. The campaign blends NBA playoff buzz with big-screen anticipation, offering fans a behind-the-scenes look at how one of basketball's biggest stars channels the Man of Steel both on and off the court.
While the Celtics were reeling from a tough Game 2 loss to the New York Knicks, Tatum's 'Superman' ad hit the airwaves. In particular, the timing raised more than a few eyebrows. Boston had blown a 20-point lead for the second straight game, and Tatum struggled under pressure, scoring only 13 points while committing a costly turnover in the game's final moments. Just a day later, the new spot dropped, drawing mixed reactions online.
But what is Jayson Tatum's campaign actually about?
A day off for Superman— Enter Jayson Tatum. The docuseries-style promo centers on a question: What happens when Superman needs a break? That's when Tatum, portrayed as a mild-mannered Midwesterner with hidden powers, steps in. The commercial highlights the similarities between the Celtics star and Clark Kent, from their shared small-town roots to their 'looks great in glasses' appeal. It's clever, charming, and surprisingly self-aware, offering a more human side of Tatum while tapping into the massive cultural pull of the Superman franchise.
The ad shows a smart cross-promotional move from DC Studios with the ambition to make the highly anticipated James Gunn movie a blockbuster. By linking up with an NBA All-Star during the playoffs, the campaign lands right at the center of two of the biggest entertainment spheres— basketball and blockbuster cinema.
Before the ad hit national TV, Tatum gave fans a sneak peek of his Superman connection through a bold fashion statement. For Game 1, he walked through the arena tunnel carrying a striking pair of custom Superman-themed Tatum 3 sneakers. Designed by sneaker artist Mache, the shoes featured a vibrant blue-and-red color scheme, detailed accents, and the iconic Superman logo. The artist shared his work on Instagram, writing, 'Had the great opportunity to create a special pair of custom #superman themed Tatum 3s for @jaytatum0.'
The sneakers made waves on social media, becoming an instant hit among fans and sneakerheads alike. Though Boston lost that game, the shoes themselves were a slam dunk in terms of branding and visibility.
Not all heroes wear capes… or win every night.
As the Celtics aim to regroup for Game 3 at Madison Square Garden, Tatum's performance will be closely watched. The Superman campaign may have come at a tricky time, but its bold creativity shows that the NBA star is willing to take risks, both on the court and on the screen.
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The Superman film hits theaters July 11, 2025. Tatum is set to handle the pressure of being Boston's own Man of Steel.