Bryce James, the youngest son of NBA legend LeBron James, is facing a tough battle in the Name, Image, and Likeness (NIL) game. Despite his impressive 3.4 million social media followers-five times more than his closest rival-Bryce has slipped to No. 5 on the On3 High School Basketball NIL Rankings.
Once the top-ranked high school athlete and among the top 15 across all sports, Bryce now finds himself overshadowed by rising star AJ Dybantsa.
Dybantsa, a 6-foot-9 forward and the projected 2026 first-overall NBA draft pick, continues to dominate the NIL landscape. His valuation recently skyrocketed from $2.05 million to a staggering $2.4 million-a growth of 18% in just 10 weeks.
Dybantsa is better than James on and off the court
AJ’s meteoric rise is fueled by his on-court prowess and lucrative partnerships with Nike and Red Bull, where he became the first male basketball player to sign with the energy drink giant. “The partnership was right there,” Dybantsa said of his Red Bull deal. “Red Bull gives you wings, and I can for sure fly.”
While Dybantsa’s brand is soaring, Bryce’s NIL valuation remains stagnant, with no recent increases reported. Critics point to his relatively modest basketball skills compared to his peers as a potential reason.
As the only three-star recruit in the top 10 and one of only two players with over $1 million in valuation without a five-star rating, Bryce’s on-court performance is under scrutiny.
AJ is also a top prospect
Adding to the disparity, Dybantsa is not just racking up NIL deals; he’s also a coveted recruit with offers from over 30 colleges, including Alabama, Baylor, and North Carolina. Analysts predict his valuation could reach $7 to $9 million next year, according to Jeff Goodman of the Field of 86 podcast.
Bryce James, however, has yet to announce any major new deals beyond his Taco Bell partnership. As Dybantsa continues to thrive with endorsements and on-court dominance, fans are left wondering if Bryce can rise to the challenge, improve his game, and reclaim his place at the top of the NIL rankings. Only time will tell.
