JuJu Watkins, the USC women’s basketball star, is making significant strides both on and off the court. At just 19 years old, Watkins, known as one of the most promising talents in university basketball, who scored a headline-making Nike deal, has further expanded her influence in an empowering new campaign through a partnership with NYX Professional Makeup, becoming the first female college athlete ambassador for a makeup brand.
In a digital series for NYX, which debuted on Monday, Watkins reflects on her athletic and personal identity. In the project, where she talks about the importance of self-confidence and her favorite NYX products, she’s seen wearing Nike Lebron XXI Serene sneakers. “I think that looking good on the court is underrated,” she says. “Your self-confidence in how you look translates to performance.”
The collaboration is part of a broader strategy, seen in NYX’s previous sponsorships in women’s sports, including the New York Liberty and Angel City FC. “I was a fan already of the brand. I’ve used their products before,” Watkins said. “But bigger than that, I think just their investments in women’s sports. They’ve really shown up for women and especially in sports. So I really admired that, and it definitely motivated me to partner with them.”
Watkins’ endorsement deals, including a lucrative contract with Nike and partnerships with various lifestyle brands, underline a growing trend where women in sports are increasingly recognized for their multifaceted roles. Her endorsement choices, supported by her performance as the highest-scoring freshman with 920 points, mirror her advocacy for diverse roles women can adopt within the intersectionality of sports, beauty and footwear. “For women especially, I think there’s so many avenues that we can do,” she said. “And this is one of my favorite partnerships because makeup is not something that’s usually correlated with sports.”
Nike initially signed the USC women’s basketball star to its ambassador roster in October 2022.
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