When I first titled this article I wanted to start out with how Jada Williams is the first high school player to have an NIL deal, then I moved to how Jada Williams is changing girls basketball and finally I realized Jada Williams is changing all of basketball forever. Williams is flipping a male dominated sport financially and blazing paths no player male or female has ever done before as just a junior in high school.
Spalding has produced basketballs in the United States since 1876. After 145 years of making basketballs they announced another breakthrough this fall. On October 20, 2021 they made a major investment in basketball phenom Jada Williams now a resident of California in what is the first high school girls basketball NIL deals ever.
Williams has accomplished a lot in her young career; committed to a Top 10 D1 College in UCLA – Check; make USA Basketball U16 National team – Check; dominate on the Nike Girls EYBL check. But this deal with spalding and her 333,000 instagram followers has never been done before. Jada’s marketability and platform is going to open doors for girls basketball players in a way that has never been done before. Jada Williams is writing the playbook on how to be a profitable female basketball player which before was reserved for someone’s fourth year in the WNBA finally getting a max contract.
I think everyone who is paying attention realizes that this is the tip of the iceberg for Williams and girls basketball players in general with NIL. With increased exposure on ESPN and social media the market for women and girls basketball players is about to expand exponentially. During the 2021 NCAA Tournament according to Out of Bounds with Andy Witty 9 of the 10 most followed Instagram accounts were women’s basketball players. This huge audience and platform is creating waves for players who are in college already. Between Azzi Fudd’s deal with Curry and Paige Bueckers deal with Gatorade the future looks bright for young basketball players looking to use their playing career as an avenue for creating a living even outside of the WNBA.
Jada Williams had another monster weekend at the Nike TOC on a great high school basketball team which has limited visibility, in all reality Williams platform is now promoting high school girls basketball and her teammates. Marketing executives have to be scrambling on how to get Jada Williams on their brand and on their TV program like they did when Lebron James was a high school player at St. Vincent St. Marys. ESPN aired multiple high school games of Lebron James before he ever went to the NBA and it was a hit paving the way for more high school sports programming. How long until the right television person gets with Jada Williams to blow this thing out of the water? People care about high school girls basketball and their players and for Jada Williams somewhere to the tune of 333,000.
For the future of the game the Jada Williams model is a way to level the playing field between men’s and women’s basketball and a wake up call to tell young players that they do matter and are worth just as much as men.
Next Up? Has there ever been a high school basketball player (as just a junior) who’s platform on social media is larger than the top 10 program she is committed to? Cori Close is one of the top college coaches in the country without a doubt but no coach has had the eyes on it that UCLA will when Jada Williams gets to campus. Following the things she can do on and off the court while in college will watching history live.
I sent Jada Williams some questions because her situation is so unique and something we will look back on to see how the game changed right here in the winter of 2021. Here is what she had to say.
JAS: I think everyone is trying to be a star on social media. How did you build your following and brand on social media?
Jada Williams: It started when I was young and my trainer and I would go live in my workouts. Shehoops network (who is now Overtime) put me on their channel and my following started to grow.
JAS: How do you think the things you have done with NIL and social media are changing grassroots basketball?
Jada Williams: I believe it is helping grow the game. Basketball is growing across boys and girls. I also think that during the pandemic it was a great way to still be able to grow the game and keep people working out.
JAS: Who has been a key figure in helping you establish a brand and creating NIL opportunities? What advice would you give other people trying to follow your footsteps?
Jada Williams: Several people have helped with my brand along the way. My Mom is in marketing so she helped me structure it early. My trainer, Marcus Walker, had a big role in helping to build my brand as well. Since NIL has passed, Marcus Crenshaw and The Empire team have helped manage and grow my brand, as well as Pat Curran who helps with my marketing strategy. As far as advice, I would say form a team that you trust around you. Also, I would say the biggest thing is to have fun with it and make sure to stay focused so that social media doesn’t interfere with your goals.
JAS: For people who really know Jada Williams what would they say about you?
Jada Williams: I am passionate about things that I believe in and that I am full of lots of energy.
JAS: What do you want your basketball legacy to be?
Jada Williams: I want to help grow the game, I want to help kids who can’t afford trainers develop and I want to help all kids find their purpose.
JAS: What do you think your biggest challenges are currently and area for growth either on or off the court?
Jada Williams: I have lots of areas that I need to work on, including consistency and I am always working to be a better leader for my team on and off the court.
Thank you Jada – and for our readers remember the future is now and if you don’t know Jada Williams you do now.
