High School Basketball Standout Bronny James, Son of LeBron James, Inks NIL Deal

Bronny James proves the adage that the apple does not fall too far from the tree.

The Sierra Canyon high school junior announced an endorsement deal with PSD, an underwear company. James is now the youngest student-athlete to turn entrepreneurial partner with PSD.

Image Credit: PSD

According to the announcement from PSD, the company is a leading premium underwear brand. Bronny, a longtime fan of the brand, is now transitioning his passion for the brand into a business opportunity.

Bronny The Brand

“I’ve been wearing PSD for as long as I can remember,” Bronny James said via statement. “When the connection is real and authentic, it makes a partnership like this really exciting. I’m looking forward to sharing my ideas and input to create some pretty unique pieces.”

Bronny will be more than just a face for the brand as he will work with PSD, and their team of designers, to design his signature collection. According to PSD, James’ collection will be available this spring in major retailers.

“It’s been fun to watch Bronny grow up wearing PSD, dating back to Mike Miller gifting them to his dad while they played together in Miami,” PSD co-founder Curt Flaitz said in a statement. “We love when partnerships unfold organically, and we look forward to continuing to build a great partnership with him.”

California Passes NIL Bill

The state of California passed Bill 26, a Name, Image, and Likeness bill that allows California student-athletes to make money off their NILs.

Bronny The Athlete

According to 247Sports, Bronny James is No. 34 overall in his class and a legitimate 4-star prospect. He averaged 10 points, 4.1 rebounds, 2.5 assists, and 2.4 steals in his first 14 games last season. Bronny helped lead Sierra Canyon to the playoffs; however, they eventually closed the postseason to Harvard-Westlake after winning two playoff games.

Read full story at The Shadow League here.

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