On Jan. 31, with Celtics point guards Kyrie Irving, Marcus Smart, and Shane Larkin all sidelined with injuries, Terry Rozier drew his first career start. Rozier responded by registering his first ever triple-double and leading Boston to a win over the Knicks. Two nights later he poured in a career-high 31 points in a win over the Hawks, and two nights after that he drilled a jump-shot with 14 seconds left that helped send the Celtics to a 1-point win over the Blazers.
On a Celtics team that is somewhat devoid of personality, Rozier’s humor and everyman qualities had already become endearing, particularly to a loyal subset of fans on Twitter and Reddit. Rozier’s representatives at Verus Management had been tracking his popularity on social media channels and seen how even the most basic Rozier-related quips and quotes seemed to resonate, and now this three-game burst had made him a bit more mainstream. It was an opportunity to build his brand.
Rozier, who already has his own personal clothing line, has a deep love for fashion. So Terry shirts seemed like an obvious choice. But they needed something catchy, something that would pop, something that would, well, get some retweets.