USC star JuJu Watkins' Nike extension shows the power of women's sports

The return of college basketball is around the corner. JuJu Watkins and Paige Bueckers are expected to dominate for their respective teams on opposite ends of the country. Watkins led USC to its first Elite Eight appearance since 1994 as a freshman. Expectations are sky-high for the face of women's collegiate basketball.

Before Watkins officially begins her sophomore season, she agreed to a multiyear contract extension with Nike, per ESPN's Shams Charania. The new ESPN insider reported that her deal is "one of the richest shoe endorsement deals in women's basketball." Watkins signed with Nike as a senior in 2022 and became the first high school girl's basketball player to sign an NIL deal.

Watkins deserves every cent (and more). Last season, she averaged 27.1 points, 7.3 rebounds, 3.3 assists, 2.3 steals, and 1.6 blocks per game, shooting 40.1% from the field. She was the National Freshman of the Year and surpassed Tina Hutchinson as the all-time leading scorer among freshmen in NCAA history.

She turned down offers from big-time programs (like South Carolina) to stay in her hometown and revitalize USC. The 19-year-old did just that in her first season. Watkins and the Trojans are contenders. Nobody should count them out.

USC star JuJu Watkins agrees to multiyear endorsement deal with Nike

Watkins put together an exceptional freshman season, but the women's college basketball hype largely followed Iowa and Caitlin Clark instead. The young guard witnessed a sharp increase in attention in the NCAA Tournament as the Trojans were one of the last teams standing. USC was no match for UConn, though.

With the start of college basketball on the horizon, all eyes are on Watkins. The experience she and the Trojans gained last season, especially during March Madness, will be incredibly beneficial. She was nearly unstoppable as is.

Watkins has played a key role in the rise of women's basketball, and that won't change. She put USC back on the map after years of mediocrity, and recruits like five-star Jazzy Davidson followed her lead by choosing the Trojans. The JuJu effect is real, but she doesn't do it for the attention. She's a pure scorer and a true student of the game.

What's next for JuJu? You can bank on another spectacular season and, hopefully, a Nike signature shoe. The people need it!