“Proud mom moment”: When Carmelo Anthony’s ex La La hyped up son Kiyan Anthony for signing a deal with underwear brand

Although he is still in high school, Kiyan Anthony has got a head start in his NIL valuation. His very first marketing deal came in September 2023 with PSD underwear. The premium underwear brand has Ja Morant, Bronny James, Trae Young and James Butler on its roster.

Kiyan's mother, La La Anthony, took her Instagram to share the news and wrote:

"Proud mom moment… this is only the beginning… keep working hard!! Everybody go get @kiyananthony’s new @psdunderwear collection"

The guard was one of the brand's youngest models and he even had his own collection. At the time of signing, Kiyan Anthony said (per Yahoo Sports):

“I am very excited for my first-ever partnership with PSD. It’s more than just a partnership; it’s a collaboration that represents my style and my love of basketball. Together, we’re going to redefine what it means to be comfortable and confident both on and off the court.”

Since then, the 17-year-old has also signed partnerships with Nerf and Kobe Bryant's Mamba & Mambacita Sports Foundation. He also has his own clothing brand, onewayclothingny.

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Kiyan Anthony makes mother La La proud with his charitable acts

On Friday, Kiyan Anthony participated in the basketball camp with Humble Development Youth, where he shared his hoop skills with the other young players. A proud mother, La La, took to her Instagram story and wrote:

"Always giving back. It's the only way! @kiyananthony @humbledevelopmentyouth."

La La Anthony has also previously shared that she takes special care to ensure that her son grows to be a well-rounded individual. During her appearance on "The Jennifer Hudson Show" in Jan 2023, the actress spoke about how she teaches respect to Kiyan Anthony, especially to women.

"I lead by example," La La said. "I'll tell him you know if I get dressed for an event or something and I'm just leaving, he might not say anything. I'm like, you know, do you think Mom looks nice? He's like, 'Yeah Mom, you look really nice'. Just make sure you say that because women like to hear compliments."

In the upcoming months, La La will also be helping her son to choose his college decision. The shooting guard has finalized his top schools, which include his father, Carmelo's alma mater Syracuse, along with Rutgers, Auburn, Ohio State, Florida State and USC. The high school senior is set to announce his final choice in November.

Although many predict that he will choose the Orange, Kiyan is more open-minded and hopes to pick a school that fits his needs best.