According to a report released by Shams Charania of  ESPN on Tuesday, UCS sophomore phenom JuJu Watkins has secured a lucrative shoe endorsement deal for Nike and agreed to a multiyear contract extension, becoming one of the most lucrative in women’s basketball history. Her status as one of the sport’s rising stars was confirmed after negotiations led by Klutch Sports CEO Rich Paul and Watkins’ team. Thanks to her contract, Watkins is now at the top of women’s basketball endorsements.

The talented team, which included agent Jade-Li English, head of marketing Eric Eways, and Nike’s vice president of basketball marketing Brittany McCallum, was instrumental in shaping it. Watkins originally signed her first deal with Nike as a high school senior in October 2022. This extension further strengthens her long-term relationship with the sportswear giant.

 

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A Record-Breaking Freshman Year

Watkins’ short college career has already led to her making history. Last season, she set a new standard for NCAA Division I women’s basketball by becoming the all-time leading scorer among first-year students with 920 points. She surpassed the 898 points San Diego State’s Tina Hutchinson set in the 1983-84 season.

Watkins’ outstanding court performance was crucial in guiding the USC Trojans to their deepest NCAA tournament run in three decades, reaching the Elite Eight. Her scoring performance was impressive enough to put her second in the nation, behind Iowa’s Caitlin Clark, with an average of 27.1 points per game.

A Bright Future

Watkins looks forward to her sophomore season as the Associated Press Preseason Player of the Year. Due to her remarkable talent and leadership, she has already become a household name in the sport, and this expansion with Nike will likely broaden her brand beyond basketball. Watkins is shaping the future of women’s basketball, not only on the court but also as a marketable figure and role model for young athletes.

Nike’s investment in Watkins reflects the rising popularity of women’s basketball and the growing opportunities for female athletes to secure significant endorsement contracts. Her deal proves her skill, marketing ability, and potential to become a global ambassador for the sport. JuJu Watkins’s historic first year and bright future are paving the way for her to set new standards for success both on and off the court.