The Chosen Son: Bronny James Signs NIL Deal with Beats by Dre, Goes Toe-to-Toe With Dad LeBron in New Campaign [Video]

Bronny James hasn’t made it to the NBA yet, and he’s already in his bag with the signing of a new deal with Beats by Dre.

The 18-year-old is officially an ambassador for the brand, lending his name, image, and likeness to various campaigns. Bronny even got the opportunity to shoot a stunning new commercial with his famous dad, LeBron James. In the 90-second visual, father and son go head-to-head in a game of basketball while listening to tunes in their Beats Fit Pro earbuds. The promotional display is what NBA fans are eagerly awaiting as Bronny gears up for his inevitable entry into the league alongside his pops.

Aside from the commercial, not many details have emerged regarding Beats’ plans for the young phenom. Bronny’s new contract makes him the first high school player to be signed by the popular headphones giant. Per California Interscholastic Federation guidelines, student-athletes are allowed to enter into NIL agreements as long as they do not wear their team uniform or logo in company advertisements. While unique, this is not his only partnership. Nike has also endorsed Bronny in a similar deal. 

LeBron is backing his son’s NBA dreams and has pledged not to retire until he can play in the league with Bronny. His eldest child is currently a senior at Sierra Canyon High School and is considering several colleges before he is eligible to enter the NBA Draft in 2024. LeBron’s 15-year-old son Bryce is also following in their footsteps, quickly catching the eye of college teams enthusiastic about having him on board. 

The Chosen One vs. The Chosen Son. 👑👑

Shop Beats Fit Pro at https://t.co/7Rut03Sx69@KingJames pic.twitter.com/W45x0tirur

— Beats by Dre (@beatsbydre) October 17, 2022