From Player to Parent: Carmelo Anthony Talks Jordan Brand Classic, Kiyan’s Journey, and the Next Generation
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A Full-Circle Moment at Jordan Brand Classic
On the morning of the 2025 Jordan Brand Classic, we caught up with Carmelo Anthony just hours before his son, Kiyan, was set to take the court. At the time, Melo spoke with calm pride — not knowing yet that Kiyan would go on to drop 26 points and walk away with MVP honors.
“I just want to see him have fun and enjoy it,” Carmelo said. “This is a special moment… it’s all about just this moment and understanding like, this is a really, really good, positive moment.”
For Carmelo, watching Kiyan at the Jordan Brand Classic was more than a proud dad moment — it was the realization of a dream he saw coming years ago. “This was definitely on the list four years ago,” he added. “Like, man, playing in the Jordan Brand Classic.”
More than two decades ago, Melo was part of the very first JBC roster — dropping 27 points at 17 years old. Today, he’s watching the torch be passed — not in theory, but in real time.
Kiyan Anthony wins Jordan Brand Classic MVP honors and gets the special MVP jacket from his dad 👏 📹 @SCNext
Beyond Basketball: Building Culture Through the JBC
When asked what sets the Jordan Brand Classic apart from the growing number of elite showcases, Melo emphasized that this isn’t just about putting points on the board.
“It’s very intentional… especially with the guys and girls,” he explained. “Giving them cultural experiences, which is why I wanted to bring it back to D.C.”
As a JBC ambassador, Carmelo pushed for the event’s return to the nation’s capital, knowing it could offer more than just a gym and a crowd. “Giving them an opportunity to go to the museums, walk around D.C., and really kind of feel the essence of what it’s like to be in a cultural place like D.C., outside of basketball — that’s what makes this event different.”
It’s a vision of athlete development that goes far beyond highlight reels — one rooted in experience, perspective, and identity.
Melo & Jordan Brand: A History of Firsts
Before Luka. Before Tatum. Before Zion. There was Melo.
Carmelo Anthony holds the distinction of being Jordan Brand’s first-ever signature athlete. It’s a title that carries serious weight — even if he didn’t fully grasp it at the time.
“At that point in time, [I was] just happy to have a shoe there,” he remembered. “I grew up drawing sneakers on the board and the desk… so to be able to represent [Jordan Brand], that was a no-brainer for me.”
It wasn’t until years later that the significance of that moment set in. “It’s not until I got older and started to understand — like, damn, you were groundbreaking when it came to that culture and that industry.”
His presence helped shape the foundation of Jordan Brand's basketball identity — not just as an athlete, but as a cultural figure. As for whether we could ever see the return of the Melo signature line? While nothing’s been confirmed, the idea doesn’t feel out of the question — and if it ever does happen, it’s safe to say fans would be ready.
NIL: The Business of Basketball Gets Younger
The basketball landscape has changed dramatically since Carmelo’s high school days — and few developments have been more impactful than NIL (Name, Image, and Likeness) deals.
“It’s the Wild Wild West,” he said. “But it’s an opportunity for these kids to make money and get paid for what they do out there.”
While Melo supports the idea of players being compensated, he also called for structure and accountability. “There’s no rules and ramifications around it… If you’re paying these young men and young women like employees of a business, just make it a real business thing.”
In his eyes, the confusion around NIL doesn’t need to exist — but until it's formalized and regulated like a professional system, the uncertainty will remain. “That would alleviate a lot of the issues and questions we have today.”
Women’s Basketball & Jordan Brand’s Next Chapter
As women’s basketball continues to surge — at both the college and professional levels — Carmelo sees enormous potential in how brands like Jordan can play a meaningful role in that growth.
“I think that’s the biggest upside to the growth of the business,” he said. “Including women and girls — making them feel a part of what’s going on.”
He emphasized the importance of equity — not just in representation, but in opportunity. “Giving them their own voices, their own platforms, and their own opportunities,” Melo said. “I think we’re just seeing the tip of the iceberg right now.”
With players like Rhyne Howard, Dearica Hamby, and others leading the way under the Jumpman umbrella, Jordan Brand is clearly investing in the women’s game — and Melo is here for it.
Looking Ahead
From becoming Jordan Brand’s first signature athlete to now watching his son shine on the very same stage he once did, Carmelo Anthony’s story is no longer just about accolades — it’s about legacy.
His role has evolved from player to parent, ambassador to mentor. But the impact? Still just as powerful.
As the Jordan Brand Classic continues to showcase the next generation of elite talent, it also tells a deeper story — one where basketball, culture, and identity intersect. And at the center of that story, still shaping its chapters, is Carmelo Anthony.
Next up for Kiyan? Syracuse — the same place his father became a national champion. The journey continues, and the legacy lives on.
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