NORTH AUGUSTA, S.C. — College basketball’s familiar faces — Mike Krzyzewski, John Calipari, Roy Williams, Tom Izzo, Jay Wright and on and on — convened last week at a recreation center here in South Carolina, as they have for years in mid-July, to scout the best high school talent in the country.

But none of them were present for the biggest draw on Court 5 one day last week at the Peach Jam tournament, where hundreds of spectators lined up three hours before an afternoon game that featured players 15 and younger. The crowd squeezed into the court’s wooden bleachers and the balcony above — standing five deep and eventually drawing the attention of the local fire marshal — to get an early glimpse at a player who has not yet entered high school.

He does, however, have a household name: LeBron James Jr.

While college coaches bided their time to get a peek at LeBron Jr., who goes by Bronny, others could not wait.

Dozens of fans rose, cellphones aloft, each time he shot a 3-pointer, and the games carried an unusual degree of intensity, even for showcases that sort out the pecking orders of adolescent alpha dogs. When Team Final, a group based in Philadelphia, had beaten Strive for Greatness, with Bronny on a roster of players from California, Arizona, Utah and Nevada, the celebration was so vigorous that one expected confetti to drift down from the rafters.