5 College Basketball Stars Who Could Have Their Own Signature Shoe in 2025

Signature shoe deals aren’t just for pros anymore after Florida guard Xaivian Lee signed a $6 million shoe deal with Serious Players Only. NIL has opened the door for college athletes to land endorsement packages worth millions, including personal footwear lines. We take a look at five possible candidates in college basketball that could land the next huge signature shoe deal.

1. JuJu Watkins – USC Guard

JuJu Watkins is the closest thing college basketball has to a signature shoe lock. She signed a multiyear extension with Nike in October 2024, reportedly one of the richest endorsement deals in women’s hoops. Nike announced an exclusive JuJu-branded GT Cut 3 Turbo colorway set to release August 1, 2025. While not technically a signature shoe yet, it’s a strong signal of what’s coming.

Watkins was the best player in women’s college basketball last season. She won both the Naismith and Wooden Awards despite tearing her ACL late in the year. She led the nation in scoring and carried USC to national relevance. Combine that with her LA roots, massive NIL portfolio (including State Farm, Gatorade, and Taco Bell), and Nike’s investment, and it’s easy to see her as the next face of their women’s basketball line.

2. Nate Ament – Tennessee Forward

Reebok jumped the line with Nate Ament. In October 2024, they signed the 6’9″ wing to a long-term NIL and pro transition deal, making him one of the first high school players to ever launch a player-exclusive shoe at retail. He wore the Reebok Engine A Rwanda PE at the 2025 McDonald’s All-American Game—his signature colorway based on his African heritage and design input.

Ament will suit up for NBA lottery pick. His explosive athleticism, high ceiling, and sneaker-ready persona make him an ideal ambassador for Reebok’s basketball reboot. A full public signature shoe release could happen as early as his freshman season. His NIL valuation already sits over $1 million.

3. Flau’jae Johnson – LSU Guard

Flau’jae Johnson’s already worn a custom shoe. In 2024, Puma gave her a personal player-exclusive model: the All-Pro NITRO “Flau’jae Edition,” camo-themed and dedicated to her late father. She’s not just a basketball player—she’s also a Roc Nation-signed rapper, and that dual appeal makes her incredibly marketable.

She’ll be a senior at LSU in 2025–26. By then, Puma could elevate her from PE status to full signature line, especially with women’s basketball surging in popularity. She has one of the largest NIL valuations in the sport (~$1.5 million), and her on-court consistency plus off-court branding makes her a perfect fit for a lifestyle-performance hybrid sneaker.

4. Aaliyah Chavez – Oklahoma Guard

Aaliyah Chavez is entering Oklahoma as the No. 1 overall recruit in the class of 2025. She’s been called the next Caitlin Clark—an elite scorer with deep range, flashy handles, and huge social media reach. Her high school highlights routinely hit six-figure views, and she already has north of 80,000 Instagram followers.  In her last high school season, she averaged 34.9 points, 9.7 rebounds, 4.3 assists and 3.7 steals per game, and could be the biggest name in the sport next year

There’s no signature shoe deal yet, but she’s been seen flexing unreleased Nike Kobe 6s on social media. Sources indicate her NIL valuation may top $1 million as soon as she steps on campus, thanks to a competitive bidding war during recruitment. If her freshman year lives up to the hype, expect brands to circle fast. Nike has a clear pipeline here, especially with Oklahoma’s Jordan Brand affiliation.

5. Cameron Boozer – Duke Forward

Boozer might not have a shoe deal yet, but it’s probably a matter of time. The 6’9” forward and son of former NBA All-Star Carlos Boozer is the top player in the 2025 recruiting class. He’ll be suiting up for Duke—longtime Nike territory—in 2025–26, with a ready-made legacy narrative that sneaker brands love.

He’s already signed a NIL deal with Crocs alongside his twin brother Cayden, showing he’s market-savvy. And he has the kind of polished all-around game that should make him a freshman All-American candidate. If he becomes the face of Duke basketball, it wouldn’t be surprising to see Nike, or Jordan Brand, offer him a PE sneaker or signature deal before he leaves school. His NIL value could jump past $2.5 million during his first season.

College Basketball Signature Shoes Are Coming

Watkins and Ament already have branded footwear lined up. Johnson has the PE blueprint. Boozer and Chavez are coming. The days of signature shoes being limited to NBA and WNBA stars are over. In 2025, college basketball’s biggest names are selling out gyms and maybe sneakers—with their names on the box.