A new era in college athletics is here, and JuJu Watkins stands at its forefront. The USC Trojans' women's basketball star is breaking records on and off the court, epitomizing the transformative power of the Name, Image, and Likeness (NIL) revolution. In just her sophomore year, Watkins has achieved what many professional athletes dream of: a lucrative multiyear deal with Nike, a partnership with Gatorade, and now, a groundbreaking role as the first active student-athlete to have her own Funko Pop! collectible.
From the Hardwood to Pop Culture Icon
The announcement of Watkins' Funko Pop! figure—featuring her in USC's iconic jersey and her signature bun—marks a cultural milestone. Funko, known for immortalizing legends like Michael Jordan and current superstars like Steph Curry, has now added a student-athlete to its prestigious lineup. This move symbolizes a recognition not just of Watkins' athletic dominance but of her broader cultural impact.
Watkins herself described the moment as “surreal,” underscoring how the collectible celebrates her basketball journey while inspiring young athletes to chase their dreams. The limited-edition figure, available online for just two weeks, is bound to become a coveted item for fans and collectors alike.
A Star in Every Arena
But Watkins' influence doesn't stop at collectibles. This week, she also made history as the first women's college basketball player to star in and executive produce her own show. On the Rise: JuJu Watkins premieres November 23 on NBC and Peacock, coinciding with USC's high-profile game against Notre Dame. This dual achievement not only highlights Watkins' marketability but also her ability to shape her narrative, furthering her status as a trailblazer in the NIL era.
The Business of NIL: A New Model for Success
Watkins' ascent is a masterclass in leveraging NIL opportunities. From her early signing with Klutch Sports as a high school junior to her partnerships with global brands like Nike and Gatorade, Watkins has showcased the immense potential of college athletes in the commercial space.
Her success underscores the importance of the NIL framework, which has given athletes like Watkins the freedom to build personal brands while still competing at the collegiate level. The revenue and exposure generated not only benefit the athletes but also amplify the visibility of women's sports, a traditionally underrepresented arena in marketing and media.
Trailblazing for Women's Sports
JuJu Watkins is not just an extraordinary athlete; she is a beacon for women's sports. Her achievements—leading USC to its first Elite Eight appearance in nearly three decades and securing a No. 1 seed—have elevated the profile of women's basketball. This visibility is crucial in paving the way for future athletes to receive the recognition and resources they deserve.
The Future of College Athletics
As the NIL era continues to evolve, Watkins' story sets a precedent. Her ability to balance athletic excellence with commercial success is a roadmap for other student-athletes navigating this new landscape. Partnerships with brands like Nike, Gatorade, and now Funko, demonstrate the growing appetite for stories that resonate beyond the court or field.
At Saluja Law, we celebrate this transformative period in college athletics. As advocates for athletes and their rights, we see JuJu Watkins' journey as proof of the positive impact NIL can have on student-athletes' lives. Her story is not just about breaking barriers; it's about rewriting the rules for what is possible.
JuJu Watkins is not only on the rise; she is setting the standard for an entirely new era. And we're here for it.