High school basketball: Bronny James signs NIL deal with luxury underwear brand

America’s most watched and popular high school athlete goes 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, last week announced a NIL (name, image, likeness) deal with PSD, a luxury men’s and women’s underwear company that also has deals with NBA stars Ja Morant, Jimmy Butler and Trae Young.

The 6-foot-3 guard, a four-star rookie ranked 34th junior in the nation by 247Sports, missed his team’s CIF Southern California Open Division regional quarterfinal win on Wednesday due to a hip injury. He hopes to be back for the team’s semi-final game at Harvard-Westlake (Studio City) on Saturday. Without James, Sierra Canyon edged St. Augustine 80-74.

The terms of his agreement with PSD were not disclosed, but he said in a statement: “I have been wearing PSD for as long as I can remember. I look forward to sharing my ideas and feedback to create pieces quite unique.”

With 6.1 million Instagram followers and 5.4 million more on TikTok, Bronny is already a known commodity around the world. His father reiterated on All-Star weekend his desire to stay in the NBA until he can play with Bronny.

On the court, Bronny averages nearly 10 points per game and is perhaps the best 3-point shooter in Sierra Canyon. He is also considered an excellent passer and defender. He hasn’t gotten a college offer yet.

His team will need it to defeat Harvard-Westlake, which beat host Sierra Canyon 63-60 in the South Section pool game to knock the Trailblazers (25-4) out of the championship. They have new life in the regional game and are looking to win a third straight CIF state title.

Last month, Bronny made more news out of court by filing three trademarks with suggested use for apparel, video games, and NFTs. He is expected to complete $5.1 million in NIL transactions before graduating from Sierra Canyon, according to On3.

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