AT CROSSROADS HIGH SCHOOL in Santa Monica, California, a large sign stands outside the gym in January 2019. Leaning slightly left, in big block font, it reads: NO MEDIA.
A month prior, Bronny James debuted for the school's eighth-grade team and the building was flooded with parents and lookie-loos with striking curiosity to see what the fuss was about. Highlights of the game racked up more than 2.9 million views on YouTube, featuring comments like "Damn Bronny be killing it on the court, he's gonna be just like his father or better" and "I think bronny looks like michael jordan.