The NBA Welcomes Its First Father & Son Duo…
History was made last week at the 2024 NBA Draft when the LA Lakers drafted Bronny James, son of basketball phenomenon, Lebron James...
In a historic move, the Lakers have drafted Bronny James, realising his father LeBron's long-held dream of playing alongside his son. This collective effort saw all teams stepping aside to let the Lakers make history, with Bronny becoming the 55th pick in the second round of the draft.
"In the history of the NBA, there's never been a father and a son that have shared an NBA basketball court and that feels like something that could be magical,"
Rob Pelinka, Lakers General Manager.
LeBron, a four-time NBA champion, has been an enduring presence in the league for over two decades. Now 39, he is likely entering the final year of his well accomplished career. After the 2022 All-Star game, LeBron declared that his "last year will be played with my son," fuelling their mutual push to make this dream a reality. Bronny left college early to enter the NBA draft, while LeBron needed to maintain his elite performance for 21 years to make this possible. Despite initial doubts from NBA executives and scouts about Bronny's readiness, he proved himself worthy of wearing the Lakers jersey, even overcoming a congenital heart defect to secure his place.
The father-son duo's presence on the court signifies more than just a historic milestone; it represents a profound personal and professional achievement for LeBron and Bronny. The excitement surrounding LeBron and Bronny playing together is expected to boost fan engagement significantly.
From a marketing perspective, this monumental move offers unparalleled opportunities for the NBA, the Lakers, and various brands. Companies like Beats By Dre have already started leveraging the compelling narrative of a father and son playing together to create engaging storytelling avenues. Way ahead of Bronny’s draft, Beats by Dre shot a campaign called King of the Court with a short film showcasing a playful back-and-forth between father and son as they trade shots on court, with music switching between classical for Lebron, and energetic rap for Bronny. Campaigns like this humanise athletes and show different sides to them.
The duo are extremely marketable and will likely lead to innovative marketing campaigns and lucrative endorsements, further enhancing the profiles of the Lakers and associated brands.
While Bronny was picked in the second round of the draft, he may start the season in the NBA G League or spend some time there, as is common for many second-round picks. Regardless, this historic draft marks a significant personal and professional milestone for LeBron James, whose career has been marked by unprecedented achievements, with this latest chapter being his most personal triumph.