The game is changing — and JuJu Watkins just made it official.
The USC basketball phenom has joined a powerful new wave of young Black athletes who are not only shining in their sports but also building lasting influence beyond the game. Watkins joins the likes of Angel Reese, Caleb Williams, and Aliyah Boston — all part of a groundbreaking movement focused on ownership, empowerment, and legacy.
At just 19, JuJu Watkins is already one of the biggest names in college basketball. Her impact goes far beyond the scoreboard. By aligning with fellow trailblazers like Reese, Williams, and Boston, Watkins represents a shift in how athletes — especially Black athletes — view power and influence in the sports industry.
This new generation is stepping confidently into roles that combine athletic excellence with business savvy. They’re signing NIL deals, launching brands, investing in communities, and becoming owners in ventures that used to be off-limits to athletes.
Angel Reese has built her own fashion and media presence. Caleb Williams has used his NIL platform to advocate for athlete rights. Aliyah Boston continues to lead both on the court and in brand partnerships that reflect authenticity and representation.
Now, with JuJu Watkins joining that lineup, the message is clear: today’s Black athletes aren’t just playing the game — they’re changing wh
