Seizing the opportunity of the NIL era, former NBA player Carmelo Anthony’s son is wasting no time. While his father is slowly navigating the world of business, the 16-year-old is set to carve out his own name in the sports world. After Bronny James’ NIL deal, this young athlete is dominating the headlines with his recent venture. While a big question looms over his college choice, he is already making moves in the world of brand deals.

Let’s explore how the rising basketball star is navigating the evolving landscape of the business world and capitalizing on personal brands.

Carmelo Anthony’s son inks deal with PSD

Expressing his delight, Kiyan Anthony shared, “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. “

It was quite surprising that the NBA wasn’t his first goal. He shared that it was in the last few years that he made the resolute choice to pursue a career in the NBA—a decision rooted in his newfound basketball prowess. According to the reports, his NIL valuation has reached $515,000. He is also the 41st-ranked player in the 2025 recruiting class according to ESPN’s latest recruiting rankings. The deal comes 9 months after LeBron James’ son Bronny’s NIL deal. 

Bronny James’ NIL valuation saw a significant rise 

Last year was quite impressive for Bronny. His massive deals with, most notably PSD, Beats by Dre, Nike, and more have helped increase his NIL valuation. The value currently stands at $7.2 million. While LeBron James’ son has the same goal as his father, it would be intriguing to watch how things turn out for the father-son duo.

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The 18-year-old is yet to reach the NBA, however, he is already earning more than many players in the league. Meanwhile, Carmelo’s son also seems to be following in the same footsteps as his peers. Are you surprised by Kiyan’s new deal? Share your thoughts with us.

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