Watkins reflects on her full-circle moment with Love & Basketball star Sanaa Lathan at NBA All-Star Weekend, her partnership with Chase, the rising visibility of women’s basketball in Los Angeles, and more.
If you know anything about JuJu Watkins, it’s that when she’s not excelling on the court, the USC women’s basketball star is a massive fan of romantic comedies. In fact, when Boardroom spoke with the now 20-year-old in 2024 for a Cover Story, she gushed about her favorite film of the genre, Love & Basketball.
“I just saw Sanaa Lathan at a [Los Angeles] Sparks game. I’m like, she has to come to a SC game. That would just be so crazy. Just as a fan of Love & Basketball, and growing up, that’s my favorite movie. I would be so starstruck if she came.”
Well, fast forward almost two years, and not only has Lathan been to the Galen Center to watch Watkins herself, but the duo teamed up on behalf of Chase Freedom during NBA All-Star Weekend in Los Angeles. Hosted at Complex Market, the Chase Freedom Cashback Courts brought together athletes, entertainers, and creators under the Chase Freedom banner for a day that felt more like a community gathering than a branded activation.
Beyond the hardwood and stage, Chase Freedom leaned into perks that made card membership feel tangible. Freedom cardmembers unlocked special gifts from select vendors after qualifying purchases, an effective way to connect product utility with cultural access. Then there was the Customization Lab, powered by SRGN LA, where fans tapped into throwback LA airbrush aesthetics and picked up one-of-a-kind pieces from local artists. Watkins called her work with Chase “on brand,” especially for someone early in her career, poised to use a financial services platform to help manage her own assets.
It was a star-studded Saturday featuring the likes of newly retired Chris Paul, Kevin Hart, and Carmelo Anthony. Perhaps the most thoughtful conversation of the afternoon came when Watkins joined Lathan and her Love & Basketball co-star Omar Epps to talk about the film’s legacy and how the sport has evolved on and off the big screen. Basketball culture isn’t just about highlights; it’s grounded in storytelling, identity, and generational influence. The panel acknowledged that.
“I think from the first moment I watched the movie, I didn’t think any of this was possible,” Watkins said to Boardroom. “So to have her support and be able to see her, she’s such a great person.”
In Los Angeles, basketball has always had a strong foundation. What’s changing now, particularly in the women’s game, is the visibility. From Watkins’ perspective, the recent surge in attention around women’s college basketball in LA doesn’t feel sudden. In fact, the talent pipeline has been steady for years. The city has consistently produced high-value players at the high school and college levels. The difference now is that more people are paying attention.
When asked what’s driving the growth — whether it’s stronger community support, bigger venues, or broader excitement — Watkins was careful not to oversimplify it. Being immersed in the sport makes it difficult to isolate specific factors. In her view, basketball in LA has always been relevant. The current moment feels more like momentum building on an existing base than a brand-new wave.
One noticeable change is the makeup of the crowd at USC games. As she sits this season out, continuing to rehab an ACL tear in her right knee, watching as an observer offers a different perspective than playing. Watkins remarked there’s a broader mix of attendees, including a significant number of younger fans. The atmosphere extends beyond students and longtime supporters, reflecting wider engagement.
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The in-game environment has also strengthened. The band is active, the general turnout is solid, and there’s visible pride in the program. While there’s always room to grow, including more consistent student section participation, the overall support signals sustained interest rather than a temporary spike.
That engagement doesn’t stop at the court. Also during the All-Star madness, Watkins’ unveiled her debut sneaker designed within LeBron James‘ NXXT Gen line. As the first athlete under the Nike banner to do so, the LeBron NXXT Gen by JuJu arrives in a metallic silver colorway and features a full-length Nike React foam midsole, a pair of forefoot Air Zoom units to deliver bounce, and a midsole and outsole construction that gives it a futuristic yet classic look.
While she’ll be primarily wearing the kicks when she’s back in action next season, Watkins gave advice on styling them for an everyday look: Keep it simple and adaptable. Pair them with sweats and a hoodie or dress them up slightly if that fits your style. Regardless, the goal of the design, she explains, was versatility — creating something that stands out without limiting how it can be worn.
For players like Watkins, the focus remains on performance and consistency. The increased attention is notable, but it’s built on years of groundwork. In LA, the infrastructure for women’s basketball has been in place. The current moment suggests that the audience is finally matching the level of talent on the floor.
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