Jim Boeheim, Kiyan Anthony detail experience filming AT&T commercial ahead of March Madness

In 2003, Carmelo Anthony cemented his place in March Madness history. He became one of the best to ever suit up at Syracuse under Jim Boeheim and led the Orange to a national championship as a freshman.

Now, 22 years later, Anthony and Boeheim reunited. They appeared in a commercial for AT&T alongside Anthony’s son Kiyan and NBA Hall of Famer Dwyane Wade.

The commercial featured the unveiling of a “Mini Melo” statue, which is literally a “mini” Carmelo Anthony. It’s the first in a series of ads releasing as part of AT&T’s “Guaranteed Madness” campaign, and Kiyan Anthony’s involvement is through an NIL deal.

“They came to us with the idea to tie it into March Madness, which me and my dad really liked,” Anthony told On3 via Zoom. “We just thought it would be a great fit, especially with me going to Syracuse in a couple months and having the opportunity to possibly play in March Madness next season. We just thought it was a great way to tie it in, and it was great working with AT&T.”

Filming meant the group took a day in New York together. That meant Boeheim got to spend time with both Carmelo and Kiyan Anthony, which was special considering his relationship with the family.

“It’s always fun to see them,” Boeheim told On3. “Carmelo means so much to us, not just as a player, but he’s continued to support the program and help us build a great practice facility. I think he really didn’t steer Kiyan to come to Syracuse. I think he was happy that he decided to come to Syracuse. But I think it was really Kiy’s decision. I think it was a good one.

“We need a freshman to come in that can really do some things. We have some returners, so I think we have the potential to have a really good team next year. But he’s certainly a big part of that, and a very important recruit – as was his father.”

Kiyan Anthony: Filming AT&T ad was ‘a great day’

Before he became a 10-time All-Star in the NBA, Carmelo Anthony was one of the most important recruits Jim Boeheim brought to Syracuse. During that 2003 season, he averaged 22.2 points, 10 rebounds, 2.2 assists and 1.6 steals en route to the title.

As Anthony went through the NBA, he and Boeheim stayed close. That also meant Kiyan Anthony was able to forge a relationship with the Hall of Fame coach, and he said they talk often.

To spend a day filming with both his dad and Boeheim – as well as someone else he knows well in Dwyane Wade – Anthony said made the opportunity with AT&T even more special.

“It was great,” Anthony said. “Obviously, him being my dad, just being able to laugh with him looking at the statue and being there all day with Syracuse legend Boeheim, it was just great because we all get to connect from Syracuse basketball and we also get to connect off the court because of the relationship Boeheim and my dad has. And obviously D-Wade, being a part of my life basically my whole life. So him being around was also great. It was a great day and a great day to film.”