LeBron James’ eldest son Bronny, a senior at California high school basketball powerhouse Sierra Canyon, has inked a deal with Beats By Dre.
Beats announced the partnership on Monday with an ad titled “The Legacy Continues,” which features LeBron and Bronny playing basketball and wearing two of the company’s signature wireless headphones, Beats Fit Pro and Beats Studio Buds.
The Los Angeles Times reports the deal, which has been in the works for some time, “will make James a brand ambassador,” who will be “featured in future campaigns and model custom products made for him.”
The news arrives just a week after Bronny signed a deal with Nike.
“For as long as I can remember, Nike’s been a part of my family,” Bronny said in a press release at the time. “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.”
LeBron signed with Nike in 2003 heading into his first season in the NBA, and inked a lifetime deal with the brand in late 2015 said to be worth $1 billion.
A high school senior at Sierra Canyon, Bronny is currently slotted as the No. 40 recruit and the No. 10 combo guard in 247Sports’ Class of 2023 rankings.