USC women’s basketball star Juju Watkins has demonstrated the powerful potential of high-profile Name, Image, and Likeness (NIL) partnerships by surprising her teammates with exclusive Nike footwear. Watkins presented the entire USC roster with her own personalized edition of the Nike GT Cut 3 “Turbo” Player Exclusive (PE) sneaker this week.
The gesture is significant as it ties an elite individual branding opportunity directly back to the collective success of the program. Watkins, one of the most recognizable athletes in college basketball, secured a partnership with Nike that led to the creation of the custom shoe. The model utilizes the USC color palette, featuring a deep maroon upper, contrasted by golden yellow accents on the laces, swoosh, and branding elements. The shoe is designed as a performance basketball model, often favored for its blend of responsiveness and cushioning.
The moment when the gift was present to teammates shared on social media. In a video capturing the surprise, Watkins addressed her teammates during a team meeting, where boxes of the highly sought-after footwear were ready for distribution.
“I did a shoe with Nike, and I wanted you to be the first to get it,” Watkins said.
A Player Exclusive shoe is a mark of prestige, typically manufactured solely for the athlete and the specific program. Watkins’ ability to influence the production and distribution of this gear speaks to her commanding marketability. Furthermore, unlike many college PEs that remain locked to the program, this version of the Nike GT Cut 3 is slated for a limited public release during the upcoming holiday season. This dual nature—exclusive gifting to the team, followed by market availability—highlights the star’s unique position in the new NIL ecosystem.
The event sets a notable precedent within women’s basketball, a sport that has rapidly become a dominant force in the NIL landscape. The move serves as an illustration of how today’s top college athletes are redefining team culture through their individual business successes, proving that collective support is a central tenet of the modern athletic brand. The gift ensures that the unity of the USC squad is literally on display every time they take the court.
