USC Women’s Basketball star JuJu Watkins has become the first female college basketball player to land an endorsement deal with NYX Professional Makeup, marking a milestone in college athletics and the beauty industry. Known for her authentic presence both on and off the court, Watkins embodies NYX’s values of inclusivity, diversity, and self-expression, making her an ideal ambassador for the brand. The partnership will see Watkins featured across NYX’s digital and social platforms, which collectively reach over 30 million followers, as she encourages female athletes to embrace their personal style with the tagline “Make Them Look.”
Career and Influence: Watkins, a First-Team All-American and standout player for USC, has made waves as one of college basketball’s most promising young talents. Named to Sports Illustrated’s “Most Influential Athlete” list, she was awarded “Best Breakthrough Athlete” at the ESPYs earlier this year. Additionally, Watkins is known for her commitment to community development; she is launching her charity, Good JuJu, aimed at supporting young athletes in her hometown of Watts, South Los Angeles.
In her role as NYX ambassador, Watkins will not only star in campaigns across the brand’s platforms but will also make a debut on NYX’s in-store displays, further amplifying her influence and advocacy for self-expression among female athletes.
