JuJu Watkins turns heads with newest NIL venture

JuJu Watkins is redefining what it means to be a student-athlete — even while not playing.

The USC superstar and consensus National Player of the Year just signed a new NIL partnership with Pottery Barn Teen, expanding her off-court influence in a deal that combines design, lifestyle, and sports stardom. Watkins’ newest brand move arrives just months after a season-ending ACL tear in the NCAA Tournament — and yet, her momentum hasn’t slowed a bit.

This isn’t just about interior design. It’s about visibility, influence, and a shift in how we see elite college athletes navigating the NIL era. Through this partnership, Watkins got a full college apartment makeover reflecting her signature minimalist aesthetic. The space isn’t just a vibe — it’s a visual celebration of her accomplishments.

Her updated apartment features signed Nike sneakers, trading cards from her Fanaticsand Topps collabs, game balls from record-setting performances, and even a custom Funko Pop of herself. Watkins told Pottery Barn Teen, “I usually give my trophies to my mom, so it’s cool to have a display of my accomplishments.”

This deal highlights Watkins’ next-level marketability. With over 1.5 million followers across TikTok and Instagram and existing deals with Nike, State Farm, and Gatorade, she’s already established herself as a leading NIL brand in college basketball.

Despite missing the end of the season, Watkins led USC to a 31-4 record, a No. 1 seed, and an Elite Eight run. And with eyes already on her comeback, this NIL move keeps her front and center — not just in sports, but in culture.

For brands, athletes, and fans watching the evolution of NIL, JuJu Watkins is more than a case study — she’s the blueprint.

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