JuJu Watkins doesn’t need to go outside her endorsement portfolio to get glammed up.
The University of Southern California star has inked a partnership with NYX Professional Makeup. The terms of the deal were not disclosed, but it’s believed to be among the first college athlete sponsorship agreements with a professional makeup company.
Watkins, the Big Ten’s unanimous Preseason Player of the Year, is the first of many athletes that NYX Professional Makeup plans to partner with as the beauty brand dives deeper into such agreements after securing deals with teams like the WNBA’s New York Liberty and NWSL’s Angel City FC. The Los Angeles-based company reports that its products are available in more than 70 countries across thousands of different retailers.
Watkins, who led the Trojans to their first Elite Eight appearance since 1994 last season, continues to build her endorsement portfolio as one of the most marketable college athletes. This latest deal calls for the NYX ambassador to be part of a variety of national campaigns that empower female athletes and encourage them to practice self-expression. She will also be featured across the company’s social media and other digital platforms as the brand looks to take advantage of the growth of women’s sports.
Watkins, a first team All-American, is set to enter her sophomore campaign after finishing last season as the nation’s No. 2 scorer (averaging 27.1 points per game). Earlier this month, she agreed to a multiyear contract extension with sportswear giant Nike. Her endorsement portfolio also includes Cash App, Taco Bell, Gatorade and Celsius.
