10/18/2013 02:02 EDT | Updated 12/17/2013 05:12 EST

Canada's Andrew Wiggins becoming a teenage brand name

Andrew Wiggins is on his way to becoming a teenage brand name.

The Canadian basketball phenom and top prospect has yet to play a single game in college, but reports suggest that some of the biggest sports companies are lining up to sign him to a .

Wiggins is expected to go first overall in the 2014 NBA Draft. 

Last week, the 18-year-old from Vaughan, Ont., was featured on the front cover of Sports Illustrated. The story compared his college arrival to the arrival of former Kansas stars Wilt Chamberlain and Danny Manning.

Watch the video above as the CBC's Peter Armstrong has more.