LeBron James’ influence on basketball and sports culture has long extended beyond the court. The Los Angeles Lakers superstar is celebrated not only for his championship titles and iconic plays but also for his work in athlete empowerment and philanthropy.
His latest venture further reinforces his commitment to elevating rising stars, this time in the women’s game, by partnering with one of college basketball’s most promising talents.
JuJu Watkins, the standout sophomore guard at the University of Southern California, has quickly become one of the most exciting figures in women’s college basketball.
Known for her scoring ability, speed, and court awareness, Watkins has revitalized USC’s women’s program and drawn comparisons to some of the sport’s greats. Her influence extends beyond points and assists; she represents a new generation of athletes who are changing the narrative around women’s basketball.
In what is an unprecedented move, Nike announced that Watkins has become the first athlete to co-create a basketball shoe within LeBron James’ NXXT Gen platform.
The resulting shoe, the Nike LeBron NXXT Gen by JuJu, is not just a signature colorway but a full-fledged performance sneaker designed around Watkins‘ playing style. This collaboration marks a significant milestone for both women’s basketball and athlete representation in the sneaker industry.
Milestone collaboration in sneaker culture
The design of the LeBron NXXT Gen by JuJu focuses on speed, agility, and control – all hallmarks of Watkins‘ game. Nike worked closely with her to ensure the shoe could withstand high-tempo play, featuring a full-length React foam midsole and forefoot Air Zoom units for responsiveness and cushioning.
The upper combines flexible leather with TPU overlays for stability during quick cuts and pivots, while stylistic touches such as a quilted floral interior, jewel Swoosh, and “By JuJu” embroidery give the sneaker a unique personality.
The Silver Lining colorway reflects Watkins’ Los Angeles roots and personal journey, blending cultural storytelling with high-performance design. Set for release in Summer 2026 on Nike.com and select retailers globally, the sneaker is expected to appeal not only to basketball fans but also to sneaker enthusiasts who value innovation and representation.
For LeBron, this collaboration is part of a broader mission to uplift the next generation of talent. By giving Watkins a platform to shape a professional-grade shoe, he’s helping expand opportunities for female athletes in an industry historically dominated by men.
This partnership embodies more than a business deal. It is a celebration of talent, empowerment, and the evolving landscape of sports culture.
Through the Nike LeBron NXXT Gen by JuJu, both LeBron James and JuJu Watkins are making a statement: the future of basketball is fast, dynamic, and inclusive.
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