NYX Professional Makeup partners with college basketball player JuJu Watkins

NYX Professional Makeup has tapped University of Southern California Women’s Basketball player JuJu Watkins as a brand ambassador, marking the first professional makeup brand endorsement for a female college basketball player.

In this role, Watkins will be featured in a variety of national NYX Professional Makeup campaigns across the brand’s social and digital platforms. Watkins will also be featured on the brand’s in-store displays nationwide.

“We are beyond excited to welcome JuJu to the NYX Professional Makeup family,” said Yasmin Dastmalchi, general manager of NYX Professional Makeup. 

“JuJu’s spirit, talent, and commitment to excellence makes her a perfect pick for our brand. We can’t wait to support her as she uses her voice to further inspire our community and share our core values.”

Watkins was recently named to Sports Illustrated’s ‘Most Influential Athlete’ list and was winner of ‘Best Breakthrough Athlete’ at the ESPYS earlier this year.

Beyond her role as an athlete, Watkins is establishing her charity Good JuJu to support young basketball players from her hometown of Watts in South Central and across the greater Los Angeles area.

“I am thrilled to partner with NYX Professional Makeup to help further amplify their mission to inspire beauty enthusiasts around the world and embrace their own personal style,” said Watkins. 

“NYX is all about breaking boundaries and celebrating individuality, which resonates deeply with me both as an athlete and as a person. I’m looking forward to working with a brand that embraces creativity and encourages everyone to feel confident in their own skin.”

The brand’s commitment to women’s sports has been steadily growing. Last year, NYX sponsored the WNBA’s New York Liberty and NWSL’s Angel City Football Club.