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After gaining prestige not just for his lineage but also his basketball skill propelling him toward Div. I offers, Kiyan Anthony has entered the realm of NIL. On Thursday, he announced an endorsement deal with PSD, an underwear and activewear brand.
The 6-foot-4 shooting guard at Long Island Lutheran (Glen Head, N.Y.) worked with PSD to design a line for the brand.
“I am very excited for my first-ever partnership with PSD. It’s more than just a partnership; it’s a collaboration that represents my style and my love of basketball,” Anthony said in a statement. “Together, we’re going to redefine what it means to be comfortable and confident both on and off the court.”
The son of Carmelo and La La Anthony, this is Kiyan’s first foray into the endorsement sphere. Both of his parents have been in the spotlight for the last two decades, and he said in an email interview with USA TODAY High School Sports that they gave him advice to handle the pressure of the name and the fame.
“My parents have always told me to ignore the critics, always focus on the positive, and not to get caught up in the negative,” Anthony said. “They have taught me to always stay humble, work hard and give back to my community and people in need.”
Anthony is the only current high school athlete endorsed by PSD, but he is not the first to have an NIL deal with the brand. Bronny James, who is also the son of an NBA legend in LeBron James, signed with PSD when he was in high school. Other athletes with the shop include Jimmy Butler, Ja Morant, Trae Young and Marshawn Lynch, according to the company.
“We’re proud when we are someone’s first-ever deal and value that he trusts us,” said PSD Co-Founder and CEO Curt Flaitz. “It’s another testament to the brand’s longevity when the next generation has the same excitement as the generation before them.”
Anthony is rated on the 247Sports Composite as a four-star recruit and top-40 player in the class of 2025. The composite ranks him as the No. 6 shooting guard in the class.
With his junior year just barely underway, Anthony has 17 college offers, according to 247Sports, including Memphis, Michigan and Tennessee. Recruiting should continue to pick up as he gets more high school games under his belt. Anthony transferred to Long Island Lutheran from Christ the King (Middle Village, N.Y.) this year.