Kiyan Anthony, son of Carmelo and La La, inks PSD underwear NIL deal

Kiyan Anthony – a rising basketball recruit in the Class of 2025 and the son of former NBA star Camelo Anthony and actress La La Anthony – has landed his first major NIL partnership.

Anthony announced Thursday he’s teamed with PSD underwear, the same company that’s signed NIL deals with Bronny James and the Cavinder Twins. Other PSD athlete endorsers include Ja Morant, Jimmy Butler, Trae Young, Marshawn Lynch, J.D. Davison and Tyler Herro.

“I am very excited for my first-ever partnership with PSD,” Anthony said in a statement. He’s ranked as the No. 34 player and a four-star prospect in the 2025 recruiting class according to the On3 Industry Ranking.

“It’s more than just a partnership,” he continued. “It’s a collaboration that represents my style and my love of basketball. Together, we’re going to redefine what it means to be comfortable and confident both on and off the court.”

Anthony attends Middle Village (New York) Long Island Lutheran High School. Anthony recently told On3’s Joe Tipton that he’s ready to carry on his father’s legacy.

“It’s big shoes to fill,” Anthony said. “I’m not trying to be him exactly. But him passing the torch down to me is pressure. But I don’t feel any pressure when I’m on the court. All the work I put in, I just show it on the court. It’s a great feeling – him leaning on me and trusting me to fill those shoes and passing the torch. I’m ready for what’s to come.”

Tipton recently reported Anthony scheduled his first official visit to Florida State on Oct. 13. Along with Florida State, Anthony holds offers from the likes of Memphis, Syracuse (his father’s alma mater), Providence, Tennessee, Indiana, Illinois, Michigan, Maryland and others.

Staying ‘true to Brooklyn roots’

If the partnership is anything similar to what PSD did with Bronny, Anthony will be heavily featured on the company’s website and get his own line of designer underwear. In fact, Anthony’s first drop – called Snake Eyes – is now available for $28 at PSD.com and will be available at Footlocker, Hibbett and Champs Sports next spring. 

PSD said in the release that its team of designers developed a collection with Anthony “staying true to his Brooklyn roots and eye for the new generation of fashion.”

“We’re proud when we are someone’s first-ever deal and value that he trusts us,” said Curt Flaitz, co-founder and CEO at PSD. “It’s another testament to the brand’s longevity when the next generation has the same excitement as the generation before them.”

How the PSD deal materialized

Darren Heitner, one of the leading attorneys in the NIL space, helped the Anthony family navigate the process of partnering with PSD. He told On3 the deal makes sense on a lot of different levels.

“They go beyond simply guaranteed dollars to try to work up real, meaningful relationships,” Heitner said. “With that in mind and given that Kiyan already enjoyed the brand and its products, it seemed like a really good deal. We like that the agreement was very thorough. There’s strong upside for both parties as sales increase, he’s going to have his own brand within the brand and they’re contributing resources to promoting this brand within the brand.

“I think this not only has a lot of upside for Kiyan from a monetary standpoint but also from an exposure and branding standpoint. It made a lot of sense.”

Heitner said he was honored that Carmelo and La La trusted his guidance from the beginning. They were also pleased with how he worked to ensure that the deal would be done the right way.

“They were very clear that they understood – particularly with Carmelo’s experience with the marketing and endorsement world for many years now – that there is this emphasis on not oversaturating Kiyan,” Heitner said.

“He needed to be positioned with the right brands with authentic partnerships and that we’re in no rush to really generate a very expansive partnership portfolio.”

Kiyan Anthony’s NIL brand

While this is Kiyan Anthony’s first significant NIL partnership, he has also promoted his One Way Clothing line multiple times on his social media accounts. But the fact that PSD – a company that has strong street cred with athletes and is a force in the NIL space – is his first steal is a sure indicator of Anthony’s budding NIL brand.

Anthony already has more than 950,000 followers on social media, including more than 721,000 on Instagram alone. That presence gives him an instant audience and will make him attractive to other brands.

It also doesn’t hurt that he’s the son of a former 10-time NBA All-Star and NCAA national champion. His mother is also a well-known name, having worked previously as an MTV VJ and appearing in numerous television shows and movies.

All of this has helped Kiyan Anthony rise to an On3 NIL Valuation of $515,000. That ranks at No. 94 in the On3 NIL 100, which is the first of its kind and defacto NIL ranking of the top 100 high school and college athletes ranked by their On3 NIL Valuation.

About On3 NIL Valuation, Brand Value, Roster Value

The On3 NIL Valuation is the industry’s leading index that sets the standard market NIL value for high school and college athletes. A proprietary algorithm, the On3 NIL Valuation calculates an athlete’s NIL value using dynamic data points targeting three primary categories: performance, influence and exposure.