La La and Carmelo Anthony’s son Kiyan details how he crafted his brand before his Syracuse basketball debut

As the next chapter of his basketball journey begins at Syracuse, Kiyan Anthony, son of NBA legend Carmelo Anthony and actress La La Anthony, is stepping into the spotlight with more than just game-day goals. While many prospects focus strictly on the court, Kiyan has been building something bigger: his personal brand. As he prepares for his college basketball debut, Kiyan is shaping his own identity and building a strong online presence, proving he’s more than just “Carmelo’s son.”Kiyan Anthony is set to move into Syracuse on June 1, but he’s planning to arrive a few days early to get acclimated. “I'm looking forward to it. I feel like it's about to be lit over there,” he said enthusiastically, adding, “About to try to win some games.” Though excited, he acknowledged the pressure that comes with a large audience: “Not nervous, but just the crowd is different... there's going to be a lot of people there, a lot of eyes on me.”But it's not just the college crowds he's preparing for. Kiyan has been intentionally shaping how the world sees him, on and off the court. Surprisingly, he wasn’t active on social media until 2023. “So like I never really had social media... I think I'm at a million [followers] in like two years,” he shared. The rapid growth came through a mix of on-court performance and high-profile family visibility. “Being with my parents, being with people... that other people already know—I feel like that helped.”Kiyan’s digital presence is about more than basketball highlights. He uses Instagram to show his style and interests. “Most athletes use Instagram just for their sport. But I feel like I use social media more for like the fashion side, more for the deals I'm getting... just so people don’t, you know, fall in love with me on the court, but also have a connection with me off the court.”With his eye on long-term success, Kiyan has also been focusing on physical development. “Really just the physical part, like just being in the weight room, getting stronger... me staying on the court is going to come,” he said, underscoring the balance between skill and stamina.Perhaps most importantly, Kiyan wants his name to stand on its own. “It just automatically creates like my own name. So instead of being somebody's son, it's automatically like just me... I try to advocate for myself, just trying to create my own name and create my own lane.”Also Read: “He's the face of the NBA”: Philadelphia 76ers star Paul George shares bold declaration about Tyrese Haliburton amid Indiana Pacers’ conference finals runObviously, Kiyan is not wrong. Los Angeles Lakers veteran LeBron James’ son, Bronny James, has been in the eyes of critics with nepotism allegations. Although Bronny has been making his case strong, trying to prove critics wrong, Kiyan is looking to avoid that altogether.