Nike’s Latest Athlete Is Bronny James, A New Cultural Icon?

Bronny James, high school senior and son of LeBron James, has just signed a new endorsement deal with Nike.

Nike’s Latest Athlete Is Bronny James, A New Cultural Icon?

Bronny James, the son of NBA legend LeBron James, has just landed a Nike endorsement deal. While Bronny is just a senior at Sierra Canyon High School, he has become one of the most famous high school basketball players in the world both due to his dad’s legacy and his own athletic achievements.

The news came as part of a broader announcement that Nike is signing deals with five new student-athletes, including a group of college athletes and one of Bronny’s classmates at Sierra Canyon High, Juju Watkins. By targeting young players, Nike hopes to find brand ambassadors who can represent the next generation of both athletes and Nike customers.

LeBron James, Bronny’s father, has been a Nike athlete since 2003 and signed a lifetime deal with Nike in 2015, which makes Bronny’s deal a continuation of the family legacy. The deal comes as part of the new NIL legislation that allows student-athletes the ability to monetize their athletic career. Bronny has several million followers across social media and is estimated to already be earning millions of dollars from his range of endorsement deals.

While it’s still unclear whether Bronny will go to college or start playing basketball professionally once he graduates from high school, it’s likely that he will eventually evolve into a talented NBA player. Whether or not Bronny reaches heights of success comparable to his father, you should keep an eye out for a future of Bronny sneakers, trading cards, and maybe even NFTs…?