LeBron James’ son Bronny James Signs NIL Deal With PSD Underwear


12:16 PM PT — LeBron just congratulated Bronny on his new deal … writing, “Yessir!!!! Who’s ready for the @bronny collection that’s coming with @psdunderwear??!!! Well I know I am.”
“Need those ASAP son! Thank you in advance. Lol. Congrats Young 🤴🏾 #ThekidfromAKRON 🤴🏾.”

Bronny James isn’t just following in his father’s footsteps on the basketball court … he’s also inherited pops business acumen — the high school phenom just landed a deal with PSD underwear, and will release a signature collection later this year.

LeBron James’ oldest son — who has ambitions of playing in the NBA one day — isn’t wasting any time securing the bag.

PSD announced news of the huge signing on Thursday … officially welcoming Bronny to their family.

FYI, 17-year-old Bronny Jr. — a star on the Sierra Canyon basketball team — is the youngest athlete entrepreneur to partner with the underwear company, according to PSD.

PSD, an underwear brand, has also announced their partnership with LeBron James’ son, Bronny James on their Instagram page:

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A post shared by PSD Underwear (@psdunderwear)

And, the partnership just makes sense … Bronny says he’s been rockin’ PSD’s draws for as long as he can remember.

Other ambassadors of the underwear brand include NBA players Jimmy Butler, Ja Morant, Trae Young and Tyler Herro.

“I’ve been wearing PSD for as long as I can remember,” James said in a news release. “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 is currently a junior at Sierra Canyon High School outside of Los Angeles. This is his first known Name, Image and Likeness deal. The 6-foot-2 shooting guard boasts 6.1 million Instagram followers and PSD is giving him his own line, posting on its Instagram page, “Who’s ready for Bronny’s collection? Welcome to the fam.”

Bronny is one of the most popular high school basketball players in the world and this likely won’t be his only NIL deal before he graduates high school. Earlier this month, Bronny filed three trademarks with suggested use for video games, clothes and NFTs. The financial details of his deal with PSD were not disclosed but according to a report from On3, Bronny is projected to make $5.1 million in NIL deals before his high school career is over.


High-major programs Duke, Ohio State, UCLA, Michigan, Kansas, Tennessee and Texas have all shown interest in James. The NIL deals are expected to roll in during his college career, something his father boldly predicted last week during the All-Star break.


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