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- USC's Juju Watkins is Carrying-On a Legacy of LA Philanthropy
USC's Juju Watkins is Carrying-On a Legacy of LA Philanthropy
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Number 89
USC's Juju Watkins is Carrying-On a Legacy of LA Philanthropy
Featured Focus:
Athlete-Driven Impact, Community Programs, Funding & Legacy
Scope of Impact: Local
USC basketball sensation JuJu Watkins has propelled the USC Trojans to heights unseen in decades. But beyond her athletic prowess, Watkins actively engages in philanthropic work in Los Angeles, continuing a strong family tradition. Here’s the breakdown:
Deep Roots in Service: Watkins' commitment stems from her great-grandfather, Ted Watkins Sr., a civil rights leader who founded the Watts Labor Community Action Committee (WLCAC) in 1965 to combat poverty in Watts. The WLCAC continues to serve the community, now under the leadership of JuJu's grandfather.
"Don't Move, Improve:" This family motto inspires JuJu's dedication to her local community. She chose to play for USC, aiming to elevate the program while staying true to her roots in Los Angeles.
Good JuJu in Action: Watkins established her non-profit, "Good JuJu," and organizes initiatives like the "Good JuJu Holiday Giveback." She also partners with brands like Nike to support local high school basketball and the Finish First Academy Transitional Housing Shelter, further solidifying her impact.
Similar to Caitlyn Clark or Paige Bueckers, JuJu Watkins didn’t wait to turn pro to start her philanthropic career. We love her commitment to the L.A. community, which is rooted in her family’s legacy.
Despite her knee injury during this year’s March Madness, JuJu remains one of the biggest names in college basketball. Middle and high school athletes follow her across all her media channels, and she doesn’t take her platform for granted — she uses it as a to show how important it is to give back, and inspire the next generation to do the same.
We particularly love how she leverages her ongoing partnership with brands like Nike to support programs and activations from “Good Juju,” her non-profit organization.
YOUR NEXT PLAY:
We’ve said it before: NIL deals have changed college sports, and continue opening-up unprecedented philanthropic opportunities for college athletes. Not everyone is a JuJu Watkins, Cooper Flagg, Paige Bueckers, but even local collegiate stars can help elevate your initiatives because of their popularity, relevance, and influence.
Learn about the origins and impact of the Watts Labor Community Action Committee (WLCAC), which inspired Watkins’ philanthropy. | A BET article explores Watkins' investment in the Unrivaled women's basketball league. | Discusses Watkins' connection to city of Watts in South LA, and her family's generational impact on the community. |
From her Freshman year, Watkins has been leveraging her Nike NIL partnership to support the local community. | Paige Bueckers looked outside the box for NIL deals during her NCAA career, making it a point to collab with brands invested in social impact. | The 2024 deal was the first professional makeup endorsement for a female college basketball player. |
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