“Who’s Ready For The Bronny Collection?” | Bronny James Signs NIL Deal While The “King” Contemplates Playing With His Son

Image Credit: PSD

Bronny James proves the adage that the apple does not fall too far from the tree.

The Sierra Canyon high school junior announced an endorsement deal with PSD, an underwear company. James is now the youngest student-athlete to turn entrepreneurial partner with PSD.

According to the announcement from PSD, the company is a leading premium underwear brand. Bronny, a longtime fan of the brand, is now transitioning his passion for the brand into a business opportunity.

Bronny The Brand

“I’ve been wearing PSD for as long as I can remember,” Bronny James said via statement. “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 will be more than just a face for the brand as he will work with PSD, and their team of designers, to design his signature collection. According to PSD, James’ collection will be available this spring in major retailers.

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“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,” PSD co-founder Curt Flaitz said in a statement. “We love when partnerships unfold organically, and we look forward to continuing to build a great partnership with him.”

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Bronny The Athlete

According to 247Sports, Bronny James is No. 34 overall in his class and a legitimate 4-star prospect. He averaged 10 points, 4.1 rebounds, 2.5 assists, and 2.4 steals in his first 14 games last season. Bronny helped lead Sierra Canyon to the playoffs; however, they eventually closed the postseason to Harvard-Westlake after winning two playoff games.

His superstar father, LeBron James, was proud of his son on Twitter.

“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”

Bronny The Sponge

He is among a community of high-level NBA stars and their athletically leaning sons like Dwayne Wade’s 19-year old son Zaire Wade.

Wade, the former Sierra Canyon player, was drafted as the G-League’s No. 10 pick by the Salt Lake City Stars late last year. His father is also a co-owner of the minor-league team.

However, Bronny, considered the most significant high school basketball prospect in the country currently, might eventually play in the big leagues with his father if the “King” has his way.

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Bronny x Bron

Bronny is eligible for the NBA draft in 2024.

“My last year will be played with my son,” James said to The Athletic. “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.”

PSD has other athletic stars on their burgeoning roster like Jimmy Butler, Ja Morant, Trae Young, Marshawn Lynch, and Tyler Herro. However, the addition of Bronny is an investment in a still-budding career that has a longevity that any sports enthusiast and pop culture purveyor can understand.

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Rhett Butler is a Boxing Writer Association of America Journalist, Play-By-Play Commentator, Combat Sports Insider, and Former Mixed Martial Arts and Boxing Promoter. The New York City native honed his skills at various news outlets including but not limited to: TIME Magazine, Money Magazine, CNN's Wolf Blitzer Reports, and more. Rhett hosts the PRITTY Left Hook podcast, a polarizing combat sports insider's take featuring the world's biggest names.