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Bronny James still has a few years before he can compete alongside LeBron, but the 18-year-old high school basketball star is already following in his father’s footsteps as a brand ambassador for Beats by Dre.
Fourteen years after LeBron became the company’s first ambassador, the headphones company inked Bronny to a NIL (name, image, license) deal. Terms of the contract have not been disclosed.
The brand, launched by Dr. Dre and Jimmy Iovine in 2006, released a commercial to commemorate the deal. The spot, titled ‘The Chose One vs. The Chosen Son,’ features a game of one-on-one between LeBron and Bronny, both of whom are wearing the brand’s headphones.
Bronny James still has a few years before he can compete alongside LeBron, but the 18-year-old high school basketball star is already following in his father’s footsteps as a brand ambassador for Beats by Dre
The brand, launched by Dr. Dre and Jimmy Iovine in 2006, released a commercial to commemorate the deal. The spot, titled ‘The Chose One vs. The Chosen Son,’ features a game of one-on-one between LeBron and Bronny, both of whom are wearing the brand’s headphones
LeBron James and his son, Bronny, celebrate after a victory against James’ high school in 2021
While LeBron enjoys some classical music, Bronny opts for modern hip-hop while showing off his moves.
‘Ooh, I’ve been waiting for this,’ LeBron said as he gives the ball back to Bronny, initiating their game of one-on-one. ‘Check ball.’
After the two exchange some highlight-worthy dunks, LeBron takes a call on his headphones.
‘Mom wanted to know, sushi or tacos?’ LeBron asks Bronny.
‘Sushi,’ Bronny responds.
‘He said sushi,’ James tells his wife, Savannah. ‘I’ll take tacos, though.’
After the two exchange some highlight-worthy dunks, LeBron takes a call on his headphones. ‘Mom wanted to know, sushi or tacos?’ LeBron asks Bronny
Bronny’s latest NIL deal follows last week’s agreement with Nike, who first signed LeBron in 2003 before giving him a reported ‘lifetime’ contract in 2015 worth more than $1 billion. Previously Bronny signed with underwear brand PSD, but the Nike deal is believed to be more lucrative.
Bronny is now officially part of the Nike family, close to 20 years after his father LeBron signed with the brand in 2003, also aged 18, prior to the beginning of his own NBA career.
The 18-year-old, who has 6.6million Instagram followers, was estimated to be earning over $5million from NIL deals as far back as February, according to On3 Projects, and that number will have significantly increased with the addition of Nike and Beats.
‘For as long as I can remember, Nike’s been a part of my family,’ said Bronny, via Complex, in response to his latest NIL deal. ‘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.’
Nike also signed student athletes Caitlin Clark, DJ Wagner, Haley Jones and JuJu Watkins. Bronny, Watkins and Wagner are all currently high school athletes while Clark and Jones play basketball at Iowa and Stanford respectively.
Wagner’s father, DeJuan, is a former teammate of LeBron James on the Cleveland Cavaliers, who once scored 100 points in a 2001 high school game.
James Jr. took an official visit to Ohio State University with LeBron and his mother, Savannah
James has been a staunch public supporter of his son during his high school basketball career
Bronny is currently a senior at Sierra Canyon High School in Los Angeles. He is expected to announce his commitment to a college basketball team in the near future.
James Jr. sent Ohio State fans into delirium last month after attending the Big 10 power on a visit. He summarily posted a photo in Buckeyes uniform to Instagram, captioned ‘buckeye nation? #notcommitted.’
It has long been known that Ohio State is a school very close to LeBron’s heart. The Akron native has stated on multiple occasions that he roots for the Buckeyes and would have attended Ohio State had he gone not forgone college for the NBA.
LeBron’s eldest son is ranked 34th in the ESPN 100 and 41st in the 2023 class by 247Sports. According to the latter, James Jr. has offers from Ohio State, USC and Memphis.
The NBA and the players’ union are reportedly expected to reduce the league’s minimum draft age to 18, allowing prospects to jump straight from high school to the draft as they once did prior to 2005.
However, any change would not go into effect until 2024, so Bronny is unlikely to enter the league any earlier than he would have otherwise.
Ken Griffey Sr. (left) had the chance to play with his Hall of Fame son and namesake (right)
Ken Griffey Sr. (left) made a name for himself with the Cincinnati Reds before joining the Seattle Mariners, where his son and future Hall of Famer Ken Griffey Jr. was playing
LeBron, a Laker since 2018, has expressed interest in playing with Bronny, who could be drafted by an NBA team as early as 2024.
‘My last year will be played with my son,’ James told The Athletic in February. ‘Wherever Bronny is at, that’s where I’ll be. I would do whatever it takes to play with my son for one year. It’s not about the money at that point.’
James would not be the first professional athlete to play alongside their child.
NHL legend Gordie Howe teamed with sons Mark and Marty on the WHA’s Houston Aeros in the 1970s. Mark and Gordie also played together on the Hartford Whalers before and after the WHA’s merger with the NHL.
In 1990, former Major League All-Star Ken Griffey Sr. signed with the Seattle Mariners, where his son and namesake had already begun his Hall of Fame career.
The father-son duo hit back-to-back home runs against the California Angels on September 14, 1990.
The three Howes, Father Gordie (left) and sons Marty (center) and Mark make an appearance for the Houston Aeros of the WHA. Gordie and Mark also played together with the Whalers
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