Flau’jae Johnson’s NIL Deals in 2025: Exploring the LSU Superstar’s Latest Endorsements

Flau’jae Johnson is not just a standout player on the basketball court but also a rising star in the realm of Name, Image, and Likeness (NIL) deals. As a dynamic guard for the LSU Tigers, she has become one of the most marketable athletes in college sports, effortlessly combining her basketball talent with her music career and entrepreneurial pursuits. Since the NCAA first opened the doors for student-athletes to profit from their NIL rights in 2021, Johnson has capitalized on these opportunities, leading the way for future generations of college athletes, especially women. As of 2025, she is at the top of the game, with a range of deals that span industries from fashion to technology, finance, and beyond. This article takes a deep dive into Flau’jae Johnson’s NIL activities in 2025, showcasing her diverse endorsements and the impact they have had on her career and the broader NIL landscape.

Early Career and Rise to Prominence

Before delving into her NIL deals, it’s essential to understand Flau’jae Johnson’s journey to stardom. Hailing from Savannah, Georgia, Johnson has always been more than just an athlete. Her dual passion for basketball and music has shaped her into the multifaceted celebrity she is today. As a freshman at LSU in 2023, she quickly established herself as one of the best players in college basketball, earning the title of SEC Freshman of the Year. Her skills on the court helped LSU win the 2023 NCAA Women’s Basketball Championship, solidifying her place as a future star in the WNBA.

However, Johnson is not only known for her basketball abilities; she is also an accomplished rapper. Under the stage name “Flau’jae,” she has released several tracks that have garnered attention, allowing her to cross into the music industry and build a brand that extends beyond the basketball court. This combination of athleticism and artistry has made her a highly attractive figure for companies looking to tap into both the sports and entertainment sectors.

When the NCAA introduced the NIL rule in 2021, allowing athletes to profit from their personal brand, Flau’jae was quick to seize the opportunity. She understood that her unique position as both an athlete and a musician would provide her with a wide array of endorsement possibilities. And as of 2025, Johnson’s NIL deals reflect her ability to juggle both of these identities while also establishing herself as a leader in the growing field of NIL opportunities.

Flau’jae Johnson’s Key NIL Deals in 2025

By 2025, Flau’jae Johnson had built a robust portfolio of endorsement deals that spanned multiple industries. Her brand was not limited to basketball and music alone; it extended into the worlds of fashion, technology, health, and even finance. Let’s take a closer look at some of her most prominent deals in 2025.

1. The Athlete’s Foot Partnership

In early 2025, Johnson made waves by signing a partnership deal with The Athlete’s Foot, a major player in the global sneaker and athletic footwear industry. The deal positioned her as the brand ambassador for The Athlete’s Foot, where she participated in social media campaigns and community outreach events. As part of the agreement, Johnson also became a part of exclusive product lines and collaborations, which allowed her to further solidify her presence in the sneaker and fashion world. This deal was particularly significant because it was an endorsement that catered to her personal interests and athleticism, combining her love for basketball with a broader, lifestyle-focused branding.

2. Unrivaled: A Major Investment in Women’s Sports

Perhaps one of the most unique and exciting deals in 2025 for Johnson was her partnership with Unrivaled, a women’s basketball league that focuses on providing professional opportunities for women athletes. Johnson became the second college athlete to receive equity in the league, a deal that not only compensated her financially but also aligned her with a platform that prioritizes the growth and development of women’s sports. This was a landmark moment, as it demonstrated how NIL deals can be more than just a source of income—they can be a means of effecting positive change and progress for women in athletics. Johnson’s involvement with Unrivaled was particularly important given her advocacy for the advancement of women’s sports and her desire to give back to the community that helped her grow as an athlete.

3. Powerade: Energizing the Brand with March Madness Campaigns

Another significant NIL deal Johnson secured in 2025 was with Powerade, one of the leading sports beverage companies in the world. Johnson featured in a high-profile commercial campaign for Powerade, titled “March Doesn’t Start in March,” which was aired during the NCAA March Madness tournament. The campaign aimed to highlight the dedication and perseverance of athletes like Johnson, who work tirelessly year-round to achieve greatness. The campaign was a huge success and helped cement Johnson’s role as a key figure in sports marketing. This partnership was a natural fit, considering her status as one of the most visible athletes in college basketball at the time.

4. Puma: The Fashion and Sportswear Partnership

Flau’jae Johnson has also maintained a longstanding relationship with Puma, a global leader in sportswear and lifestyle products. Her endorsement deal with Puma continued into 2025, and the partnership saw Johnson appear in multiple campaigns for the brand, both in traditional advertisements and on social media. Puma’s commitment to gender inclusivity in sports and fashion made them a perfect partner for Johnson, whose own style combines athletic performance with fashion-forward sensibilities. This deal allowed Johnson to become a fashion icon both on and off the court, with her influence extending beyond the basketball court into the world of fashion.

5. Amazon: Back-to-School Campaign with Angel Reese

In 2025, Johnson teamed up with her LSU teammate, Angel Reese, for a major campaign with Amazon. Together, they promoted back-to-school products, making use of the pair’s massive following on social media platforms like Instagram and TikTok. The commercial showcased Johnson and Reese as relatable, yet aspirational figures who not only excelled in basketball but also embraced other aspects of student life. This deal was indicative of how NIL deals could transcend sports and connect with broader consumer markets, including families and students preparing for the school year.

6. Experian: A Financial Literacy Collaboration

Flau’jae Johnson’s partnership with Experian in 2025 was another landmark collaboration. The financial service company, known for its credit reporting and financial education services, tapped Johnson to promote their brand and encourage financial literacy among student-athletes. As part of the deal, Johnson appeared in a commercial that aired during the NCAA Women’s Basketball Tournament, emphasizing the importance of financial responsibility. The collaboration was an example of how NIL deals could provide an educational angle, using a celebrity athlete to reach younger generations and educate them about important life skills like managing credit and personal finances.

7. JBL Audio: Amplifying Her Voice

JBL Audio, a leader in high-quality audio equipment, enlisted Johnson as their first-ever college athlete ambassador in 2025. This collaboration saw Johnson promoting JBL’s new line of wireless earbuds and headphones, ideal for athletes who need top-tier sound quality while training or performing. Johnson’s active lifestyle, coupled with her love of music, made her the perfect ambassador for JBL. The deal also included social media posts and event appearances, helping the brand connect with younger, tech-savvy audiences.

8. Tampax: Period Education Campaign with Angel Reese

In a more socially conscious deal, Johnson partnered with Tampax in 2025 to promote period education among young women. Along with Angel Reese and actress Marsai Martin, Johnson appeared in a campaign designed to raise awareness about menstrual health and break the stigma surrounding periods. The campaign was a powerful example of how NIL deals could be used to highlight important social issues, and it demonstrated Johnson’s commitment to using her platform for positive change.

9. Uninterrupted: High-End Fashion Collaboration

Another noteworthy deal for Johnson was with Uninterrupted, a media company founded by LeBron James and Maverick Carter. Through this partnership, Johnson promoted high-end merchandise, including $650 jackets. This collaboration gave her a significant presence in the fashion world, blending her athletic identity with a more upscale, luxury aesthetic. It was yet another example of how Johnson’s multifaceted brand allowed her to partner with companies across different industries, leveraging her popularity in sports to reach new audiences in fashion and entertainment.

Financial Impact of NIL Deals

By 2025, Flau’jae Johnson’s NIL deals had significantly increased her financial standing. In 2024, she was estimated to have earned around $2 million through her various endorsements. As of early 2025, her On3 NIL valuation stood at approximately $1.1 million, ranking her third among women’s basketball players, just behind Caitlin Clark and Angel Reese. This impressive earning potential has allowed Johnson to continue focusing on her education and athletic career at LSU, all while benefiting from the financial rewards that come with her massive social media following and athletic success.

Strategic Decision to Return to LSU

In April 2025, Flau’jae Johnson made a strategic decision to forgo the 2025 WNBA Draft and return to LSU for her senior season. This decision was influenced by a combination of factors, including her desire to continue capitalizing on her NIL opportunities and her belief that she could increase her value by staying in college for one more year. Experts predicted that Johnson’s NIL valuation could increase to $1.5 million by the time her senior season ended, making it a financially savvy decision to stay in school. Moreover, the 2026 WNBA Collective Bargaining Agreement, which is expected to result in significant salary increases for WNBA players, further influenced her decision to remain at LSU for another year.

Impact on Women’s Sports and the NIL Landscape

Flau’jae Johnson’s success in the NIL space is not just a personal achievement; it also reflects the broader shifts occurring in women’s sports. Her ability to secure high-profile endorsements across various industries has paved the way for other women athletes to follow in her footsteps. She has proven that female athletes can be just as marketable as their male counterparts, with companies eager to partner with these rising stars to reach diverse, global audiences.

Moreover, Johnson’s deals have highlighted how NIL opportunities can extend far beyond traditional sports endorsements. Through her partnerships with brands like Powerade, Experian, JBL, and Uninterrupted, Johnson has demonstrated that NIL deals are not just about promoting sportswear or athletic equipment—they can also encompass lifestyle, financial literacy, technology, and luxury fashion.

Looking Ahead

As Flau’jae Johnson prepares for her senior season at LSU, the anticipation surrounding her career continues to grow. Her NIL portfolio is likely to expand even further, with more brands seeking to tap into her unique combination of athleticism and artistry. Whether she eventually enters the WNBA or continues to explore her entrepreneurial pursuits, one thing is certain: Johnson is an athlete and celebrity to watch, and her success in the NIL space is only the beginning of a much larger journey.

Her influence on the NIL landscape has been profound, and her story will continue to inspire future generations of student-athletes to embrace their personal brands, advocate for causes they care about, and take full advantage of the opportunities available to them in the evolving world of collegiate sports.