In a move that’s felt inevitable for years now, Nike is officially welcoming LeBron James’ son Bronny James to the Swoosh family. Nike announced today that it has signed the younger James to a name, image, and likeness deal. Along with the eldest son of the four-time NBA champion, Nike announced the signings of student athletes Caitlin Clark, Haley Jones, DJ Wagner, and JuJu Watkins.
“For as long as I can remember, Nike’s been a part of my family,” says Bronny, who’s currently a senior at Sierra Canyon High School. “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.”
Bronny has repped Nike throughout his time at Sierra Canyon, lacing up pairs of his father’s shoes as well as a plethora of Kobes, KDs, and other Nike basketball offerings. Nike says that through this partnership, Bronny strives to continue supporting the LeBron James Family Foundation and positively impacting communities that matter most to him.
LeBron James first signed with Nike in 2003 before his NBA career had even started, and inked a lifetime deal with the brand in late 2015 said to be worth $1 billion.