Bronny James Development Emerges Before Second NBA Season

Bronny James Makes Off-Court Move With Nike

On the court, James has demonstrated he can impact games as a scoring guard with playmaking flashes. Off the court, he is building an identity as part of Nike’s LeBron NXXT Gen series, a performance sneaker line originally launched in February 2025 as a subset of LeBron James’ main Nike brand.

Per Overtime Kicks, the former USC guard has identified the NXXT line as his favorite option to wear in games, creating a natural connection to his next step. That next step arrived Friday, when sneaker outlet Nice Kicks shared on X that the previously announced Bronny James' personal colorway of the Nike LeBron NXXT Genisus will release on Sept. 12.

The shoe features an exclusive design tailored to his taste, adding unique detailing but is not a true Bronny James signature model — rather a tribute to the young Lakers guard and his personalized sneaker preferences (h/t HYPEBEAST). This release represents Nike’s confidence in positioning Bronny James alongside his father, but with room to establish his own brand voice. For fans, it adds another storyline to follow in addition to his on-court growth.

James’ rookie campaign was modest at the NBA level, where he averaged just 2.3 points across 27 games. However, extended minutes in the G League revealed his potential, as he posted 18.6 points, 4.5 rebounds, and 4.8 assists over 18 appearances across regular season and Tip-Off Tournament action. 

This summer he built on that momentum, closing his second Summer League with an 18-point, five-assist performance against the Boston Celtics. Though the Lakers held him out of their Summer League finale against the Denver Nuggets, James' body of work displayed tangible growth as he pushes for rotation minutes in year two.