Why JuJu Watkins is Transforming USC Basketball and Women’s Hoops
LOS ANGELES — Picture this: Lindsay Gottlieb, head coach of the USC women’s basketball team, squeezed into a small back kitchen at the Los Angeles Athletic Club. She’s standing shoulder-to-shoulder with basketball royalty like Caitlin Clark and Zach Edey. But the real star of the moment? JuJu Watkins, USC’s sensational freshman phenom, who has already taken the college basketball world by storm.
It was a week after the 2024 Final Four, and the Wooden Award finalists were being honored. Gottlieb, with Watkins by her side, found herself chatting with Clark, the back-to-back Wooden Award winner. Clark, ever gracious, praised USC’s Elite Eight run, saying, “Amazing season. We were rooting for you guys. … You guys will be back. JuJu’s so good.”
Gottlieb, meeting Clark for the first time, didn’t miss the opportunity to ask for advice for her young star. Clark’s response? “Absolutely, I’d be happy to. I had that kind of attention for a year and a half. She’s going to have it for three years.”
JuJu Watkins: A Star is Born
At just 19 years old, JuJu Watkins is already a household name in basketball circles. Her freshman season at USC wasn’t just good—it was historic. She led the Trojans to their best record in 40 years, taking them to the Elite Eight and revitalizing a program that had been absent from the NCAA tournament from 2015 to 2022. Watkins, who grew up just seven miles from USC’s Galen Center in South Central Los Angeles, has been nothing short of transformative.
“We knew how good she was and we knew how good this could be,” Gottlieb said. “But no one predicted what it would exactly look like.”
Off the Court: A Cultural Icon
Watkins isn’t just making waves on the court. Off the hardwood, she’s a cultural phenomenon. She’s signed NIL deals with Gatorade and Nike, the latter reportedly one of the richest shoe endorsement deals in women’s basketball. She’s shared the spotlight with MLB superstar Shohei Ohtani, presented her jersey to hip-hop artist Travis Scott, and starred in commercials with NBA star Joel Embiid. She’s even co-producing an upcoming docuseries with NBC/Peacock.
Her star power has drawn A-listers like LeBron James, who calls himself her “proud big brother,” to USC games. With Caitlin Clark now in the WNBA and women’s basketball’s popularity skyrocketing, Watkins has become the new face of the sport, shifting the epicenter of college basketball from Iowa City to Los Angeles.
“She’s already a star,” James told ESPN. “The way she plays the game, how fierce of a competitor she is, what she represents. … It’s everybody’s dream to be able to play with that passion, to be able to shoot the ball, rebound the ball, push the ball, handle the ball. And she wants to win. Everybody can gravitate toward that.”
USC’s Bright Future
The spotlight on Watkins and USC isn’t dimming anytime soon. Watkins is already a front-runner for national player of the year, and USC has bolstered its roster with top talent, including the nation’s No. 1 recruiting class and key transfers. The Trojans opened the season ranked No. 3, their highest preseason ranking since their national championship runs in 1983 and 1984.
The expectations for Watkins are sky-high. She won’t be age-eligible to leave for the WNBA for three more years, but scouts are already salivating over her potential. “You could be looking at a multiple MVP winner,” one WNBA talent evaluator told ESPN. “She’s going to carry a franchise. Besides Caitlin, she’s definitely the next most exciting prospect. … That’s the one you’re waiting for.”
Rooted in Los Angeles
Watkins’ story is deeply tied to her hometown of Los Angeles and her family’s legacy. Her great-grandfather, Ted Watkins, founded the Watts Labor Community Action Committee in 1965, an organization dedicated to uplifting the community through housing, jobs, and anti-poverty services. JuJu spent her childhood at the WLCAC, even working as a receptionist there during summers, and honed her basketball skills at Ted Watkins Memorial Park.
Her decision to stay home and play for USC was a nod to her roots. “Don’t move, improve,” her great-grandfather used to say, and Watkins took those words to heart. She chose USC over powerhouses like South Carolina and Stanford, seeing an opportunity to rebuild the Trojans’ storied program in front of her hometown crowd.
Unstoppable on the Court
Watkins’ freshman season was nothing short of spectacular. She ranked second in scoring nationally with 27.1 points per game, set a Division I freshman record with 920 points, and led USC in multiple statistical categories. Her 51-point performance against No. 4 Stanford was the stuff of legend, the most points scored in a single game in men’s or women’s college basketball last season.
- Second in scoring nationally (27.1 PPG)
- Set a Division I freshman record with 920 points
- Led USC to a 29-6 record and a Pac-12 tournament title
“She’s not just putting [Watts] on the map, it’s putting all of L.A. on the map, especially for women’s basketball,” said NBA star DeMar DeRozan, another L.A. native who chose USC for college.
What’s Next for JuJu Watkins?
Watkins and the Trojans are hungry for more. After falling just short of the Final Four last season, the team is determined to take the next step. Watkins has spent the offseason refining her game, working on her efficiency, and becoming a more vocal leader. With a loaded roster and sky-high expectations, USC is poised to make a serious run at a national championship.
“JuJu respects the game. She doesn’t want to have a flaw in her game,” said USC associate head coach Beth Burns. “She holds herself to a standard that no coach could.”
As for Watkins, she’s embracing the pressure and the spotlight. “I would like to be one of the greatest,” she said. “And I think I will continue to put in that work so one day I can be considered that.”
With her talent, work ethic, and the support of her team and city, there’s no doubt that JuJu Watkins is on her way to becoming one of the all-time greats. As her best friend India Otto put it, “Just watch out. She’s coming. She’s ready.”
Originally Written by: Alexa Philippou
