8USC Trojans women’s basketball standout JuJu Watkins has secured significant deals in recent months, expanding her NIL portfolio. Most notably, she has signed a groundbreaking NIL agreement with NYX Professional Makeup.
NYX has been active in the sports sector, having sponsored the WNBA’s New York Liberty and NWSL’s Angel City Football Club. They recently announced their partnership with Watkins on social media.
The brand aims to “Empower the loud, proud, and authentic self-expression of female athletes.” Watkins is the first college basketball player to collaborate with a beauty brand, and she is unlikely to be the last.
“I’m excited to collaborate with NYX Professional Makeup to further their mission of inspiring beauty lovers worldwide to embrace their unique styles. NYX’s focus on breaking boundaries and celebrating individuality aligns with my values as both an athlete and an individual,” said Watkins. “I’m eager to work with a brand that fosters creativity and empowers everyone to feel confident in their own skin.”
Watkins will feature in various campaigns, including social media ads and retail displays nationwide.
Watkins has had an eventful few months, even before the season starts. She has signed NIL deals with major brands like Nike, Instagram, and AT&T, and recently partnered with Gatorade, joining elite athletes like Paige Bueckers and Caitlin Clark. The USC star is paving the way for a promising future both on and off the court.
Watkins finished the 2023-2024 season as the second-highest scorer, just behind Iowa Hawkeyes standout Caitlin Clark. She played a key role in leading the Women of Troy to the Elite Eight and has bigger goals for this season. USC is ranked No. 3 in the Preseason Top 25 Poll, creating high expectations for Watkins and the Trojans.
The standout USC guard is among the top NIL athletes in college sports and has been included in the Naismith Trophy Player of the Year Watch List as she enters her sophomore season.
The No. 3 Women of Troy will kick off the 2024-2025 season on November 4 against the No. 20 Ole Miss Rebels.
