Bronny and LeBron James join forces for major campaign ahead of NBA playoffs

As the Los Angeles Lakers gear up for the 2026 NBA Playoffs, the spotlight isn’t just on their on-court ambitions. Father-son duo LeBron James and Bronny James have teamed up for a major promotional campaign, blending basketball with Hollywood in a unique crossover moment.

Lakers enter playoffs with momentum

Los Angeles closed out the regular season on a strong note, winning three straight games to secure a 53-29 record and the No. 4 seed in the Western Conference. Their playoff journey begins with a high-profile first-round matchup against Kevin Durant and the Houston Rockets.

While the Lakers’ postseason hopes remain front and center, the timing of this campaign adds another layer of attention to the franchise heading into a crucial stretch.

Bronny’s growing role on and off the court

After a modest rookie season, Bronny has begun carving out a larger role within the team. The young guard has seen increased minutes, particularly amid injuries to key players, positioning himself as a potential contributor during the playoffs.

Off the court, Bronny continues to expand his brand presence. Since entering the league, he has partnered with several major companies alongside his father, building a growing portfolio that complements his basketball career.

Hollywood meets hoops

The latest campaign sees LeBron James and Bronny James collaborating to promote The Odyssey, directed by Christopher Nolan, while also tying into the NBA Playoffs. The promotional video features the Lakers duo alongside cinematic elements, including appearances by actors such as Tom Holland and Matt Damon.

“No legend worth watching took a straight and simple path,” LeBron said. “Nah, they chose challenges and changeups every step of the way. And him, he’s on a journey all his own, with obstacles only he can conquer. Because in the end, this was never a myth, it’s a legacy.”

“It was never a myth, It’s a legacy,” Bronny James wrote on Instagram. “A film by Christopher Nolan, The Odyssey is in theaters 7/17/26”

The campaign highlights the growing influence of the James family beyond the sport, merging sports culture with global entertainment. As the Lakers prepare for a deep playoff run, LeBron and Bronny continue to build a narrative that extends far beyond the hardwood.