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Bryce James reportedly transferring back to Sierra Canyon HS, will be immediately eligible

On3 imageby:Andrew Graham•11/21/23•

AndrewEdGraham

Syndication: The Columbus Dispatch
Lori Schmidt / Columbus Dispatch / USA TODAY NETWORK

Bryce James, the middle child and youngest son of NBA legend LeBron James, is changing high schools again, according to SLAM magazine. And he’s returning to his original preps squad, the same one his older brother played for: Sierra Canyon (Calif.) High School.

James had previously transferred to Campbell Hall (Calif.) High School and had told On3 he intended to play for Sherman Oaks (Calif.) Notre Dame this season. However, those plans apparently recently changed and the high school junior will play for Sierra Canyon.

Under California high school athletics rules, James will be immediately eligible to compete.

The 6-foot-4, 160-pounder is the nation’s No. 132 overall prospect and No. 32 shooting guard in the 2025 cycle according to On3 Industry Ranking — a weighted average that utilizes all four major recruiting media companies.

He currently has an On3 NIL Valuation of $1.2 million. The On3 NIL Valuation is the industry’s leading index that sets high school and college athletes’ projected annual value (PAV). The NIL valuation does not act as a tracker of the value of NIL deals an athlete has completed to date. It rather signifies an athlete’s value at a certain moment in time.

LeBron James was able to work with his son, Bronny, on a number of endorsement deals over the last year. The freshman at USC worked with his father on a Beats by Dre commercial and signed on to Nike.

Now LeBron’s youngest son is getting in on the action.

Bryce James and four of his Strive For Greatness AAU teammates are starring in a commercial for the new Lebron XXI. Released on Instagram on Thursday night, the ad shows the athletes jumping up in the air while heavily featuring the “Akoya” sneaker, which pays tribute to the akoya pearl, with its shapes and reflective nature.

Brayden Burries, Jayden Alexander, Bryce Cofield and Elzie Harrington appeared in the ad next to the youngest James. All highly-touted basketball recruits in the class of 2025 based out of California, the five players were able to star in the commercial thanks to The Golden State allowing high school athletes to monetize their publicity rights. It’s unclear if the five were compensated, but they each posted the ad on their Instagram Stories.

“Look at my young boys,” LeBron James posted on Instagram.

With more than 38,000 likes on the Nike Basketball Instagram page, it gives plenty of publicity to the rising junior basketball players. It’s an unprecedented move in the marketing space, featuring five high school athletes.

While each plays for different high school programs in the greater Los Angeles area, they all play on the same AAU team – Strive For Greatness. The group played the 16U EYBL Circuit this summer, making appearances at Peach Jam and the Las Vegas Big Time tournament. LeBron James and Rajon Rondo coached the team at the Peach Jam in July.

The 21st sneaker Nike has released with the NBA star has a cabling system that works with Zoom Air cushioning and a light, low-to-the-ground design, giving athletes agile fluidity and explosiveness without excess weight.