Bueckers announces first NIL deal
UConn star Paige Bueckers has made her first significant move in the world of name, image and likeness.
Bueckers, who some have estimated could make millions in NIL endorsements, moved slowly since state legislation was passed and the NCAA altered its rules over the summer. But she announced Wednesday a deal with StockX, a footwear and apparel marketplace brand.
Bueckers made the partnership public by dropping a behind-the-scenes video to her Instagram account showing clips of her at a photo shoot while answering questions from StockX. Each item the current UConn sophomore wore during the shoot has been made available for purchase through StockX.
“I’m huge on fashion, clothes. I’m huge on shoes,” she says in the video. “Everybody that I sign with I want to make sure my values align with them and theirs align with mine. I want to do great stuff with the community. I want to be able to reach people that don’t have the same opportunities that I had growing up and didn’t have the same blessings that I had. That’s spreading awareness and spreading change. StockX has great ideas, I have great ideas, and I’m glad we’re able to come together.”
Per an official announcement through StockX, Bueckers will be a brand ambassador for the company for three years in its campaigns highlighting women’s athletics. ESPN’s Nick DePaula, who first broke the news on Twitter, reported that Bueckers will still be allowed to wear all brands off the court and will get the chance to help design exclusive product for StockX’s limited edition launches.
“My partnership with StockX is about equity and authenticity,” Bueckers told DePaula. “It’s about product I love and about shining a light on all the creatives that
drive culture. I’m here to celebrate them and together with StockX, invest in making sure women and women athletes are prioritized, elevated and recognized for their style and their leadership.”
StockX was created in 2016 and features various clothing products from over 500 brands on its marketplace.
“We’re committed to providing a platform for female athletes to not only showcase their personal style, interests, and values, but also to amplify their voices and connect with their communities,” StockX Chief Marketing Officer Deena Bahri said in a statement. “Paige isn’t afraid to stand up for what she believes in and speak out for change, which is perfectly aligned with our cultural values of remaining committed to what’s right and building a legacy. We’re excited to partner with this rising star as she continues to drive impact both on and off the court.”
Bueckers, perhaps the most visible player in college basketball, signed with Los Angeles-based Wasserman Media Group after the NCAA altered its rules to allow college-athletes to profit and states — including Connecticut — passed NIL laws. Her first sign of activity was trademarking the “Paige Buckets” brand.
But the high-profile, national endorsements did not initially come, likely because some companies have moved cautiously while waiting for a federal NIL law or uniform NCAA set of guidelines.
Also on Wednesday, UConn freshman Azzi Fudd announced her new partnership with BioSteel, a sports hydration company, through a video on Twitter.
Fudd is the company’s first collegiate athlete brand ambassador, following its partnerships with Patrick Mahomes, Luka Doncic and Christen Press.
“Maintaining a healthy lifestyle has always been very important to me, and as a student-athlete, hydration is a critical part of that, on and off the court,” Fudd said in Wednesday’s release. “As I move into the next phase of my career, it is really important that I continue to be smart about what I put into my body on a daily basis. Being able to team up with BioSteel, and having clean and sugar-free options, I am really excited about what this partnership will do for my hydration routine.”
BioSteel is Fudd’s second big-name brand NIL deal after previously announcing her partnership with Chipotle.