LeBron James' son Bryce James is a rising star in the youth basketball scene and is ranked among the top 100 prospects in the 2025 recruiting class by On3. Bryce will play his final year of high school basketball at Sierra Canyon this coming season before heading to college.
On Thursday, Bleacher Report Kicks posted a video on Instagram where they asked several high school hoopers about their dream NIL deal and Bryce James had a specific brand in mind.
"I say Chrome Hearts," Bryce said.
Chrome Hearts is a high-end brand founded by Richard Stark, John Bowman and Leonard Kamhout in 1988. It is popular for its luxurious items, including gold, silver, and diamond accessories, along with eyewear, leather goods, clothing, furniture, kitchenware, and various other products. The brand is particularly recognized for its use of leather, silver, and ebony in its designs.
LeBron James' other son, Bronny James, garnered attention on the internet wearing Chrome Hearts suit during a high school prom in May 2023. He wore an all-black suit decorated with Chrome Hearts’ signature black and white crosses.
In the BR Kicks clip, Jasper Johnson has the funniest of the replies, hoping to score a gasoline company as his NIL partner.
"My dream NIL deal is like gasoline, that go in my car cause gas price is going up quickly," Johnson said. "I need that to come to my pockets."
Carmelo Anthony's son, Kiyan Anthony, said he would love to work with Nike's Jordan.
"I want an NIL deal with Jordan, cause my pops signed with Jordan. I feel like that will be fire," Kiyan said.
Details of Bryce James NIL deals
Bryce James currently holds the spot among high school basketball players with a NIL valuation of $1.2 million, according to On3. He boasts a following of over two million on Instagram.
The 17-year-old guard signed his first NIL (Name, Image, and Likeness) deal with Klutch Sports in December 2022. So far, he has not signed any partnerships yet. Klutch Sports is run and owned by Bryce's dad, LeBron's agent, Rich Paul.
Meanwhile, his elder brother Bronny's NIL value rose to $5.9 million ahead of his stint at USC. However, it decreased to $3.7 million at the end of the season.
Bryce James still has a year in his high school and will likely attract more brands eyeing to capitalize on his name, image and likeness once he hits college.
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