A year ago, JuJu Watkins was getting ready to start her college basketball career and USC coach Lindsay Gottlieb described her in a way still very fitting today.
"In some ways there is nothing typical about her," Gottlieb said, "and yet the soul of who she is, is so grounded and so humble."
Fast forward to October 2024, and Watkins' life has become even less typical for a teenager. She recently became just the third college basketball player to sign an NIL deal with Gatorade, and also signed a multi-year contract extension with Nike that will reportedly give her "one of the richest shoe endorsement deals in women's basketball."
The California native guided USC to its first Elite Eight since 1994, and in the process Watkins broke the women's basketball freshman scoring record. The hype around Watkins is only growing as she is getting ready to start her sophomore season. She was the No. 1 prospect in the class of 2023, but did she see any of this coming?
"No, I did not. I just played because I had fun doing it," Watkins told CBS Sports. "I never thought I would get to this level or experience the things that I've experienced. Every day is like a crazy moment for me realizing the kind of life I live. I'm super grateful."
When asked to talk about herself, Watkins was also proud to share other important areas of her life.
"I think there are a lot of layers to me," Watkins said. "I would like to say I'm really active when it comes to community. I have a non-profit that helps fund things in the community. From a philanthropy aspect, I try to be as active as I can."
Watkins hosted a GoodJuJu holiday giveback last winter, and through a partnership with Nike, she helped donate apparel with two Los Angeles High Schools and the Finish First Academy Transitional Housing Shelter -- a women's shelter owned and run by her family. The desire to help the community runs deep in her family as her grandfather, Ted Watkins Sr., founded the Watts Labor Community Action Committee 1965 to improve the quality of life for South Central Los Angeles residents.
Sometimes it's easy to forget Watkins is only 19 years old because of everything she does on and off the court, but there are some "normal" parts to her life.
"I like to shop. I'm pretty sure some people can relate with that," Watkins said. "I'm really into clothes and fashion, so I love to shop in my free time."
There is also the fact that like any other young adult, Watkins still very much needs her parents.
"My parents always instilled being humble in my character," she said. "That comes easy for me."
"They have never been regular parents, if I can be honest. They have always been super serious about sports and always pushed me to be a better version of myself. I'm always thankful for them. They have stayed the same throughout my whole childhood, I would say."
Watkins said transitioning from high school to college, and then seeing how things exploded for her after the Elite Eight run, is a crazy feeling. However, she is not going through this journey alone.
"(My parents) have given me a lot of advice," Watkins said. "I would say my dad specifically has helped me navigate my financial journey. Financial tips, saving, investing all that and what not. That's something that I'm starting to become more curious about and learn more about, so thanks to him for that."
And while she is a star in the college basketball world, sometimes she enjoys simply being her parents' daughter.
"Every time (my mom) sees me, it's hugs and kisses," Watkins said. "I always love that. I always know what's up, I know my place."
I talked to @USCWBB star JuJu Watkins today and I really love how she is still just JuJu to her parents 🥹🫶:
— Isabel Gonzalez (@cisabelg) October 3, 2024
“Every time (my mom) sees me, she always just like, every time she sees me it’s hugs and kisses. I always love that. I always know what’s up, I know my place.” pic.twitter.com/dtL6F2zFRa
The Trojans are about to play their first season in the Big Ten and will make their debut as the preseason favorite. Watkins was named the conference's preseason Player of the Year.
Besides Watkins, the top returner for the team is 6-foot-4 big Rayah Marshall, who was a double-digit scorer while also leading USC and rebounds and blocks. The Trojans added even more talent with Stanford's Kiki Iriafen and Oregon State's Talia von Oelhoffen, along with the top freshman class in the nation.
Iriafen was the Pac-12 Most Improved Player of the Year last season, but Watkins thinks her new teammate is still being slept on.
"I feel like Kiki Iriafen is not talked about enough for her skillset," Watkins said. "She's just a great all-around player, and I feel like this year she'll really get to showcase all of her bag and everybody will get to see. I'm excited to see how she does this year because I know she'll do great."
USC will begin its 2024-25 campaign against Ole Miss on Nov. 4 in Paris, France. The Trojans have been on the rise since Gottlieb took over in 2021, and it's hard to argue there is a team with more momentum -- except for the South Carolina Gamecocks.
"I'm super pumped we have a great roster this year. A lot of talent," Watkins said. "We are pretty stacked and I'm excited to see how we do."
