As Bronny James enters his senior year at Sierra Canyon, brands appear to be increasingly identifying him as a bridge between current and future basketball generations.
“The Legacy Continues” was the finishing touch on a promotional video by Beats by Dre announcing Monday it had inked James to a name, image and likeness (NIL) deal, showing him playing a game of backyard one-on-one hoops with father LeBron James.
Per Beats, the deal has been in the works for some time and will make James a brand ambassador. He’ll be featured in future campaigns and model custom products made for him.
LeBron James, according to a press release from Beats, was the first athlete signed as an ambassador by the brand.
Last Monday, Nike announced it had signed Bronny — along with Sierra Canyon girls’ star Juju Watkins and three other high school athletes — to an NIL deal. LeBron James has long been a face of Nike’s brand.
“For as long as I can remember, Nike’s been a part of my family,” Bronny James said in a statement provided by Nike. “Getting a chance to team up with them and continue my family’s legacy both on the court and in the community is wild — it really means a lot to me.”
Both commercial and on-court buzz continues to build around the Sierra Canyon guard, with him torching nets in a 31-point performance in Las Vegas over the weekend at the Border Classic tournament.
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