USC women's basketball star JuJu Watkins reflects on a pivotal moment during NBA All-Star Weekend in Los Angeles, where she teamed up with actress Sanaa Lathan, star of her favorite film "Love & Basketball," for a Chase Freedom activation. The event, held at Complex Market, blended basketball culture with community and showcased the rising visibility of the women's game.
Watkins, now 20, highlighted the significance of Lathan's support, noting how the film's legacy resonates with the sport's evolution. The panel discussion with Lathan and co-star Omar Epps underscored basketball's deep roots in storytelling and generational influence.
Beyond the court, Watkins emphasized the steady growth of women's basketball talent in Los Angeles. She observed that the current surge in attention feels like building momentum on a strong existing foundation, rather than a sudden phenomenon. Crowds at USC games are becoming more diverse, with increased engagement from younger fans and a stronger in-game atmosphere.
Her partnership with Chase is "on brand" for managing her career assets, while her debut sneaker design within LeBron James' NXXT Gen line marks a significant milestone. Watkins sees the increased focus as a result of years of groundwork, with the audience finally catching up to the talent on the floor.