Paige Bueckers, Flau’jae Johnson, and JuJu Watkins pave the way with latest NIL wins

The GIST: LSU basketball star and Puma athlete Flau’jae Johnson announced a player exclusive shoe deal on Friday, shortly after UConn phenom Paige Bueckers’ historic player edition shoe with Nike last week. These moves are the new normal in college basketball, where women are outperforming men in terms of NIL and shoe deals.

• Let’s check in with three top college women’s basketball players to see how they’re making their NIL so much more than a side hustle. Easy buckets.

🐯 Flau’jae Johnson: The LSU junior has been building her brand for years, which includes a budding rap career featuring Latto and Lil Wayne collaborations. Thanks to deals with companies like Meta, Amazon, and Powerade, Johnson has an estimated $1.5M NIL valuation, which isn’t far behind the $1.8M her former LSU teammate Angel Reese had upon graduation.

🐺 Paige Bueckers: The UConn senior made history as the first college player to receive pro sports equity by signing with 3v3 league Unrivaled in August, along with being one of The NIL Store’s top-selling athletes. And when it comes to NIL valuations, Bueckers and Johnson are neck and neck.

🐴 JuJu Watkins: The USC sophomore could be the next Caitlin Clark — she’s on track to break some of Clark’s college records and the “JuJu Effect” has already hit her campus. Plus, Watkins recently became the second college athlete to sign a deal with major insurance brand State Farm, and already has a Peacock docuseries chronicling her journey.

Zooming out: The next generation — Gen Zers and Gen Alpha who have grown up with social media, branding, and new NIL rules — is getting a head start on NIL marketing and exposure. As the women’s basketball ecosystem continues to change, getting in early with athletes who are highly sought after for their on-court skills and marketability will be key for brands. Flawless.