Before his first Instagram or TikTok account, Bronny was already a social media star. An Instagram fan page that covers the Jameses like America’s sports royal family features more than 449,000 followers, including LeBron and Savannah. On YouTube, there are highlight videos with more than a million views, including a recurring segment called AAU 2K19, which features a custom-made Bronny character. The NCAA has opened the door for student-athletes to financially benefit off of their name, image and likeness, but the rise of influencer culture has miniaturized the modern NBA’s branding obsession, seeping into high school basketball as players around the country become stars. The internet and the modern fame machine is molding a future generation of basketball stars, changing the business, power dynamics and culture of the sport, on and off the court.