Austin Reaves, Lakers
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Austin Reaves of the Los Angeles Lakers dribbles the ball against the Sacramento Kings on his way to a career-high 51 points.
Austin Reaves’ rise with the Los Angeles Lakers is no longer confined to the box score.
The Lakers guard announced Friday that he has signed a partnership with YoungLA, a fast-growing Los Angeles-based athletic apparel brand, marking the company’s first endorsement deal with an NBA player. The move reflects Reaves’ expanding profile as both a key on-court contributor and a marketable figure tied closely to the Lakers’ global brand.
“What’s up, everybody. This is Austin Reaves, point guard of the Los Angeles Lakers and your newest YoungLA athlete,” Reaves said in a social media video announcing the partnership.
YoungLA was ecstatic about the milestone for the brand as it enters the NBA space for the first time.
“We made it to the big leagues,” the company wrote. “Introducing our first NBA athlete to the YoungLA family.”
Founded in 2014, YoungLA has built its identity through fitness, combat sports and music culture. The brand reported more than $100 million in annual sales in 2023, according to Models Net Worth, and has endorsement relationships with UFC champions Sean O’Malley and Jon Jones, boxing heavyweight Tyson Fury, and Mr. Olympia winner Chris Bumstead. YoungLA has also collaborated with rapper YG, further expanding its cultural footprint.
For Reaves, the partnership represents a notable off-court step as his value around the league continues to climb.
Reaves’ Contract Outlook Adds Context to Brand Move
Reaves’ endorsement announcement comes at a pivotal point in his NBA trajectory.
The 27-year-old declined a four-year, $89.2 million extension last offseason, opting instead to bet on himself as he approaches future free agency. If Reaves declines his $14.9 million player option for the 2026–27 season, he would become an unrestricted free agent in 2026.
League expectations for his next deal have only grown since then. Lakers reporter Jovan Buha has projected Reaves could command a contract north of four years, $120 million, while The Athletic’s Dan Woike has suggested his market value could exceed $40 million annually.
That financial backdrop underscores why Reaves’ expanding endorsement portfolio carries significance beyond marketing — it reflects his emergence as one of the Lakers’ central long-term pieces.
Lakers Optimistic About Reaves’ Return From Calf Injury
On the court, Reaves appears to be nearing a return after missing time with a left calf strain suffered on Christmas Day against the Houston Rockets.
Before the Lakers’ 116–110 win over the Dallas Mavericks on Saturday, head coach JJ Redick offered a positive update on Reaves’ recovery timeline.
According to ESPN’s Dave McMenamin, Redick indicated Reaves could return as soon as the Lakers’ upcoming stop in Cleveland during their extended road trip.
“JJ Redick says until Austin Reaves is back, which could occur as soon as Cleveland, the Lakers are going to stay with its starting lineup of LeBron James, Luka Dončić, Deandre Ayton, Jake LaRavia and Marcus Smart,” McMenamin reported on X.
Lakers sideline reporter Mike Trudell added that Reaves has continued to progress without setbacks.
“JJ Redick said Austin Reaves responded well to a stay-ready game (typically against the team’s coaching staff) and that they hope to get him one more full-court run tomorrow,” Trudell wrote.
Why Reaves’ Presence Matters for Los Angeles
While the Lakers have remained competitive in Reaves’ absence, his injury exposed gaps in their offensive rhythm and physicality.
Redick described Reaves’ impact in unusually vivid terms, highlighting what Los Angeles has missed.
“In describing part of what the Lakers have missed with Austin Reaves out, JJ Redick described the ‘violence’ that he plays with,” Trudell reported. “Reaves attacks defenses with a combination of IQ, angles and force — first with a knife, then with a sledgehammer.”
Before the injury, Reaves was enjoying the most productive stretch of his career. Through 23 games, he averaged career highs of 26.6 points, 6.3 assists and 5.2 rebounds per game, while shooting 50.7 percent from the field and 36.5 percent from three-point range.
The Lakers are 12–9 without him, but have won just four of their last 10 games — adding urgency to his return.
Road Trip Sets Stage for Reaves’ Comeback
Los Angeles continues its road swing Monday in Chicago before traveling to Cleveland, where Reaves could make his return. The timing could prove critical as the Lakers look to stabilize their rotation and regain momentum.
As Reaves approaches his return, his off-court announcement underscores a broader reality: his influence — and value — continues to grow on multiple fronts, positioning him as a cornerstone figure for the Lakers both now and into their next competitive phase.