Bronny James is continuing to create a name for himself in basketball and beyond. 

His father, the NBA superstar LeBron James, transitioned from coming out of high school to holding weight at big-name brands such as Nike. The connection built over the years resulted in the footwear and sports apparel giant unveiling the LeBron James Innovation Center in 2021.


“When [LeBron] first came to Nike way back when he was coming out of high school and starting to become a household name, he came to the sports research lab of the time. Even then, he was already an incredible athlete for his age, but we were showing him things that he didn’t know about himself,” said Matthew Nurse, Vice President of Nike Sport Research Lab, in an exclusive interview with AfroTech at the time of the announcement.

Now, Bronny James has officially embarked on his own partnership with the company.

The 18-year-old has signed a name, image, and likeness (NIL) deal with Nike.

Alongside the Sierra Canyon High School senior is Caitlin Clark, Haley Jones, DJ Wagner, and Juju Watkins, according to Nike Basketball’s announcement.

“For as long as I can remember, Nike’s been a part of my family,” James shared in a statement, per Complex. “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.”

Earlier this year, Bronny James showed us another way in which he was set to carve his own lane outside of his father’s legacy. As previously shared by AfroTech, he filed three trademarks with the U.S. Patent and Trademark Office.

The filings were reportedly for NFTs, cryptographic tokens, and downloadable multimedia files relating to sports, athletes, and music. Additionally, the filed trademarks were tied to clothing and apparel, plus entertainment services.