The most followed and popular high school athlete in America is getting into the underwear business. Now if he can just get back on the basketball court.
Sierra Canyon (Chatsworth, Calif.) junior
Bronny James, son of LeBron James, announced last week a NIL (name, image, likeness) deal with PSD, a luxury men's and women's underwear company that also has deals with the NBA stars Ja Morant, Jimmy Butler and Trae Young.
The 6-foot-3 guard, a four-star recruit rated the No. 34 junior in the country by
247Sports, missed his team's CIF Southern California Open Division regional quarterfinal victory Wednesday with a hip injury. He hopes to be back for the team's semifinal game at Harvard-Westlake (Studio City) on Saturday. Without James,
Sierra Canyon edged St. Augustine 80-74.
Terms for his deal with PSD were not disclosed, but he did say in a release: "I've been wearing PSD for as long as I can remember. I'm looking forward to sharing my ideas and input to create some pretty unique pieces."
With 6.1 million Instagram followers and 5.4 million more on TikTok, Bronny is already a known commodity globally. His dad reiterated during the All-Star weekend his desire to stay in the NBA until he can play with Bronny.
On the court, Bronny averages close to 10 points a game and is perhaps Sierra Canyon's best 3-point shooter. He's also considered an excellent passer and defender. He is yet to secure a college offer.
His team will need them in order to defeat Harvard-Westlake, which beat host Sierra Canyon 63-60 in Southern Section pool play to knock the Trailblazers (25-4) out of championship contention. They have new life in regional play and are looking to win a third straight CIF state title.
Last month, Bronny made more news off the court by filing three trademarks with suggested use for clothes, video games and NFTs. He is projected to make $5.1 million in NIL deals before he graduates from Sierra Canyon, according to
On3.
