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Bronny James’ NIL Journey Begins

LeBron James Jr. has signed with underwear brand PSD in the first of what will likely be a huge payload of NIL endorsement deals.

The Kid From Akron is making good and getting paid. You know the one: LeBron James. More specifically, LeBron James Jr., the teenager affectionately known as Bronny. The Sierra Canyon phenom may be some ways behind his legendary dad in the earnings department, but his status as a brand took a major step forward this week.

He signed his first name, image and likeness deal as the latest member of the PSD underwear family.

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

Bronny James is the latest addition to a PSD roster that includes some impressive athlete endorsers, from NBA All-Stars Jimmy Butler, Ja Morant, and Trae Young to retired NFL icon Marshawn Lynch.

AddedPSD Co-Founder and President Curt Flaitz:

“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. We love when partnerships unfold organically, and we look forward to continuing to build a great partnership with him.”

When your dad is the highest-earning NBA player of all time and well on his way to billionaire status, you’ve got serious shoes to fill. But even King James can’t say what his eldest son can now say for himself as a high school baller already earning endorsement ducats.

And with that, a new legend begins.

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About The Author
Sam Dunn
Sam Dunn
Sam Dunn is the Managing Editor of Boardroom. Before joining the team, he was an editor and multimedia talent for several sports and culture verticals at Minute Media and an editor, reporter, and site manager at SB Nation. A specialist in content strategy, copywriting, and SEO, he has additionally worked as a digital consultant in the corporate services, retail, and tech industries. He cannot be expected to be impartial on any matter regarding the Florida Gators or Atlanta Braves. Follow him on Twitter @RealFakeSamDunn.