After securing an endorsement deal with Nike, Sierra Canyon High School senior Bronny James follows in his father’s footsteps once again, signing a NIL (name, image, and likeness) deal with Beats. LeBron James was the first athlete signed as an ambassador to Beats back in 2008, and 14 years later Bronny will begin a similar journey, co-developing and promoting personalized products at the consumer audio company.

LeBron has been vocal about his wish to play alongside Bronny in the league, and “The Legacy Continues” promotional video sees the father-son duo dueling it out on home court, with the contrasting music tastes illustrating their different generational attitudes. The specifics of the deal are kept under wraps, though Beats hopes the partnership will be a longstanding one similar to that of LeBron’s.

Bronny recently turned 18 and stands at 6 foot 3, playing the point guard and shooting guard positions. He’s currently ranked as a top 50 prospect for the class of 2023 and beyond basketball, he is active as a content creator for the esports team FaZe Clan.