From Watts to the World: JuJu Watkins Presents Her Own Nike LeBron Design

Judea Skies "JuJu" Watkins was not supposed to be a household name. A product of Watts, a neighborhood in southern Los Angeles, she had all the odds stacked against her. Yet, as many fellow Angeleno before her, she's prevailed and far-exceeded any expectation that could've been placed on her.

In recent memory, Watkins has made headlines for her performances as part of the USC Trojans of the Big Ten Conference. The speed and control she's displayed on-court have earned her a partnership with Nike, the world's biggest sportswear company. Tasked with promoting both the brand and women's sports for the next generation, the 20-year-old has not faltered to the opportunity; instead, she's risen to the occasion, earning the respect of her peers, as well as admiration from older and younger generations alike.

LeBron James, the 23-season NBA veteran, is amongst Watkins' admirers—so much so that he's invited her to make history by becoming the first athlete to co-create a hoops model within the Nike LeBron NXXT Gen series.

The NXXT Gen platform launched in February 2023 as an off-shoot to the main Nike LeBron signature line. Budget-friendlier, but still built to the standards of the four-time NBA champion, the franchise has hosted a number of thematic releases and collaborative projects—including makeovers by James' sons, Bronny and Bryce.

Watkins, however, is the first to modify the silhouette's DNA, fine-tuning it for her specific game while pushing the boundaries of what an athlete sponsorship can look like.

"JuJu is a great ambassador of today’s game, and this shoe gives her one more tool to chart her own path on and off the court," said James in an official press release for the collaboration. "Nike footwear has been another way for me to share my story with athletes and fans around the world, so it’s exciting to share the NXXT Gen platform with JuJu for a shoe that will inspire a new generation of hoopers to put in the work and believe in themselves."

Watkins' LeBron sneaker sees a full-length Nike React foam midsole that provides elite responsiveness. An Air Zoom unit duo arrives at the forefoot, delivering the bounce required for explosive plays in any in-game circumstance. A flexible leather upper works in-tandem with durable TPU support underneath to provide standout cushioning, stability, and containment. Lastly, the crown-shaped sole unit of the LeBron 23 is forgone in favor of a sleeker and modern look.

Other personal design cues from Watkins on the LeBron NXXT Gen include: a premium jewel Swoosh, 16 millimeter performance laces, double-row stitching, a quilted flower pattern on the interior collar and tongue, and an embroidered "By JuJu" doodle on the tongue's underside.

"Working with LeBron to co-create a first is wild," shared Watkins. "[This sneaker is] built for my game, my story. Shaping something to share with the next generation of hoopers means everything."

Watkin's co-designed shoe will launch in a "Silver Lining" color scheme debuted by "King James" on Feb. 7 in a game against the Golden State Warriors. This ensemble champions Watkins' story and style, capturing her ability to turn to her community in Watts and elsewhere to find light in the most challenging moments. Every surface of the inaugural pair bends light differently, serving as a reminder to all that adversity is often just another angle and growth happens in the shadows.

Upcoming takes on the LeBron NXXT Gen pay additional tribute to Watts and the 20-year-old's second home at the nearby University of Southern California.

The LeBron NXXT Gen by JuJu Watkins will launch via Nike.com and select retailers during Summer 2026. More styles are expected to drop before the year ends.

For more performance footwear news from the Swoosh, check out the ultra-cushioned Vomero Premium running shoe.