Brands Aren’t Waiting for College to Sign the Next Sports Star
Teen athletes can now land Nike deals and commercial partnerships before playing a college game. Youth sports has entered a new era.
Athletes World
• USC Trojans guard JuJu Watkins (12) during the second round of the NCAA women’s basketball
championship game against the Kansas Jayhawks
• Licensed Photo: Image of sport / Alamy
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Before JuJu Watkins played a minute of college basketball, she already had something once associated with professional stars: a Nike deal.
In February 2022, at 16, Watkins became the first high school athlete represented by Klutch Sports Group for NIL opportunities. That October, Nike signed the Sierra Canyon star alongside other young basketball names including Bronny James and DJ Wagner. (ESPN, 2022) (Nike, 2022)
Watkins wasn't just a college recruit anymore. She was already a marketable athlete.
In February 2022, at 16, Watkins became the first high school athlete represented by Klutch Sports Group for NIL opportunities. That October, Nike signed the Sierra Canyon star alongside other young basketball names including Bronny James and DJ Wagner. (ESPN, 2022) (Nike, 2022)
Watkins wasn't just a college recruit anymore. She was already a marketable athlete.
