Culture
In star-studded Los Angeles, it’s JuJu Watkins’ show
LOS ANGELES — USC coach Lindsay Gottlieb and her star player, JuJu Watkins, were invited to the annual Los Angeles Dodgers Foundation Blue Diamond Gala in May. In a who’s-who world of L.A. glitterati, Gottlieb was astounded by how many people flocked to Watkins. Dodgers manager Dave Roberts and owner Mark Walter wanted to meet her. Magic Johnson and his wife, Cookie, came over. A section of Los Angeles Lakers personnel were interested, too.
“Everywhere I’m turning, these fans and these people that are here go, ‘JuJu! JuJu!’” Gottlieb said. “She’s as recognizable with (her) bun (hairstyle) as any of the Dodgers and was the biggest star. I came back and I said to my staff and the administration here, this was next level. Amongst L.A., she is kind of the star amongst the stars.”
Watkins was coming off a historic first season that saw her set the NCAA record for points by a freshman and lead the Trojans to their first conference title in a decade and first Elite Eight appearance in 30 years. Her bun became famous in its own right, and a national AT&T commercial during last season’s March Madness featured NBA superstar Joel Embiid, among others, trying out the look.
Watkins had already brought USC basketball back from relative obscurity. The promise of what she can be and what that means for the program and the city is evolving in real time as the Trojans start the NCAA Tournament as a No. 1 seed, hosting the first two rounds on their home court.
The sophomore sensation and the people around her have been preparing for this possibility before she started college. Watkins signed with Klutch Sports Group as a junior in high school and has been building her brand portfolio ever since. As a Los Angeles native, it has always been part of the plan to use her influence to elevate her community — a previous partnership with Lids allowed her to design a hat that highlighted her neighborhood of Watts — and choosing to attend USC allowed her to remain in the same spotlight.
“L.A. is just a great place as far as opportunity and relationships,” Watkins said. “I feel like L.A. plays a big part in my legacy and what I do on and off the court.”
The city is drawn to Watkins. The Trojans averaged 1,037 fans at home games in 2022-23, per data from the NCAA. During Watkins’ freshman season, that number spiked to 4,279 and further increased to 5,932 during the 2024-25 regular season. In addition to former USC players, Watkins has brought out a number of celebrities to the Galen Center. Actors, musicians and other influential stars, including Sanaa Lathan, Leslie Jones, Vanessa Bryant, Flea, Snoop Dogg and Michael B. Jordan, have cheered from USC courtside seats.
In anticipation of the extra attention, the program reached out to get a sense of what was to come, contacting the Big Ten and Iowa, including former Hawkeyes head coach Lisa Bluder, before the season began.
Caitlin Clark had been the talisman for women’s basketball fans during her senior season at Iowa, drawing historic crowds and TV ratings en route to breaking multiple scoring records. The Hawkeyes’ run to back-to-back national title games culminated in the highest-rated national championship game of all time, outdoing the men’s final the next day.
When Clark turned pro alongside former LSU star Angel Reese, and with UConn star Paige Bueckers entering her final college season, Watkins became the natural heir apparent to fill the superstar vacuum, both in the Big Ten and nationally.
As a result, USC updated its security protocols, adding a wristband policy to control the specific crowds permitted to stay in the arena after games. The Big Ten helped handle pregame and postgame protocols on the road, and Bluder shared details about how to maintain privacy at hotels. Watkins’ agent, Jade-Li English, added that security is a particular topic of interest given how recognizable Watkins is in her home city — with or without her bun.
JuJu Watkins signs her autograph for one of her many bun-copying fans. (Katelyn Mulcahy / Getty Images)
When the Trojans went on the road this season for their inaugural Big Ten campaign, every school (other than Iowa, which sold out every home game) saw an uptick in attendance. The JuJu Bump produced an average attendance increase of 75 percent, punctuated by Rutgers nearly tripling its average crowd when USC visited. All around the country, moms and dads in Watkins jerseys brought their daughters wearing their hair in buns to games.
“It was hard to predict this until you’re living in it in real time,” Gottlieb said. “We all had a vision for her helping to really grow this program, but I think that the gravitational pull in the change in the fan support is really pretty remarkable.”
That Watkins’ arrival into college basketball has coincided with an overall boom for the sport has only enhanced her popularity and her opportunities. Her portfolio is extensive, with 16 current national marketing deals, including Nike, State Farm, Gatorade and Fanatics. Her image is inescapable whether walking around Los Angeles — where she has a three-building-wide Nike billboard in downtown — or turning on the television.
“We’re able to align JuJu with brands that are leaders in their respective industries and align with brands that have a natural synergy with women’s basketball,” Klutch Sports senior vice president of athlete strategy Brittany McCallum said. “All of these partners have television placements, TV broadcasts during the NCAA Tournament. So these partnerships leverage national TV visibility, allowing for JuJu to be a part of a larger cultural moment, while also amplifying the brand’s presence during one of the most watched times in women’s sports.”
Watkins said her collaboration with Funko Pop was one of her favorites, as she helped with the details of its bun and eyelashes being as close to her likeness as possible. She signed at least 30 of them during USC’s Selection Sunday party. Her ad spot with Chipotle was another standout as it included the entire Trojans roster.
But the partnership with Nike has truly opened doors for Watkins. McCallum said her 19-year-old client was over the moon and “completely caught off guard” when she learned she would be appearing in a Super Bowl commercial.
“Seeing those moments and the power behind what Nike is putting behind women’s sports right now has been really special to her and probably something that wasn’t in the cards but definitely aligns on where the women’s game is right now,” McCallum said. “And JuJu is very grateful to be a part of the movement.”
The JuJu Watkins rise doesn’t happen without her corresponding basketball success. She followed up her freshman campaign with another first-team All-American season, joining Notre Dame’s Hannah Hidalgo as the third and fourth players to earn first-team honors as freshmen and sophomores. She led USC to its first conference regular-season title in more than three decades.
With all of the added attention, the focus remains on basketball. She doesn’t do pregame interviews, preferring to stay in the zone. Gottlieb says Watkins goes hard in every rep in every practice, accepting challenges on both ends of the floor. After dealing with cramping during her freshman season, Watkins put extra emphasis on hydration this season to negate that issue.
Snoop Dogg in da house! He’s wearing a JuJu Watkins fit.
Michael B. Jordan is also in attendance for the USC vs. Notre Dame game. pic.twitter.com/FAlD6NCc4A
— Isabel Gonzalez (@cisabelg) November 23, 2024
Even though her star turn has been choreographed, and the expectation was for her to succeed, she is reaching heights that were impossible to predict.
Gottlieb joked that her own identity is now defined through Watkins. At a USA Basketball event, she was working out in the hotel gym with Dawn Staley and the family of one of the U-17 players. The young boy in the family excitedly told his dad, there’s Dawn Staley, before turning around and noticing, there’s JuJu Watkins’ coach! At the 2024 Final Four, a father asked Gottlieb for a picture with his daughter because she was a massive Watkins fan, excited to merely get a picture with someone in Watkins’ orbit. Gottlieb felt compelled to point out that she’d be the one in the picture, not JuJu.
Los Angeles Lakers head coach JJ Redick attended the regular-season finale between USC and UCLA. Afterward, he said, “JuJu Watkins is one of one, she’s incredible. First time seeing her play in person, but obviously I’ve watched her before. She lived up to the hype.”
The hype train is unprecedented at this point, Where it leads is anyone’s guess.
(Illustration: Kelsea Petersen/ The Athletic; Photos of Angel Reese, JuJu Watkins and Caitlin Clark: Harry How / Getty Images, Brian Fluharty / Getty Images, Eakin Howard / Getty Images)
Culture
Closed-Door Romance Books That Will Make You Swoon
As a lifelong fan of romantic comedies, my list of favorite “sweet” romances is extensive.
Not because I have a spice aversion — but because the rom-coms I love most, with that classic cinematic vibe, often come with fewer peppers on the spice scale.
Some people refer to these books as “closed door.” I prefer to think of them as “in the hall” romances (though that admittedly doesn’t roll off the tongue quite the same way). The reader is there for all the swoon, the burn and the banter — but when things head to the bedroom, the reader remains out in the hallway. With less focus on what happens inside the boudoir, all that juicy heightened tension and yearning really shine. Here are a few of my favorites.
Culture
Book Review: ‘Seek the Traitor’s Son,’ by Veronica Roth
SEEK THE TRAITOR’S SON, by Veronica Roth
I read Veronica Roth’s new novel for adults, “Seek the Traitor’s Son,” over one weekend and had a hard time putting it down, and not just because I was procrastinating on my house chores.
There’s much about the novel one would expect from Roth, the author of the Divergent series, one of the hottest dystopian young adult series of the 2010s. Thematically, the novels are similar. Like “Divergent,” this new book is also set in an alternate, dystopian version of our world; it is also packed with vivid, present-tense prose full of capitalized labels to let you know that something different is going on; and it also centers on a classic “Chosen One” who is burdened by the mantle of savior she carries.
These are classic tropes, but I, like many other genre fiction fans, enjoy that familiarity. Still, I’m always hoping for a subversion, a tornado twist that sucks me into imagination land.
In “Seek the Traitor’s Son,” our Chosen One is Elegy Ahn, the spare heir of the most powerful woman in Cedre. Elegy likes her life, even if it’s filled with danger. See, some time ago, a virus took over the world. The contagion is strange: Everyone who is infected dies, but 50 percent of the people who die come back to life with mysterious cognitive gifts.
After the outbreak, Earth split into two factions: The dominant Talusar, who worship the Fever, believe it is a divine gift, willingly infect themselves with it and consider anyone who does not submit to it a blasphemer; and Cedre, a small country made up of everyone who rejects the virus and the dogma around it. They are, naturally, at war.
Early in the book, Elegy, solidly on the Cedre side, and Rava Vidar, a brutal Talusar general, are summoned by an order of prophets who tell them: One of you will lead your people to victory over the other, and one of the deciding factors involves an unnamed man whom Elegy is prophesied to fall in love with.
Elegy doesn’t want this. But the prophecy spurs the Talusar into action, and so her mother assigns her a Talusaran refugee as a knight and forces her into the fray as the Hope of Cedre.
If that seems like a lot of setup, don’t worry. That’s just the first few chapters. Besides, if you know those dystopian novel tropes, you’ll get the hang of it. Roth gets through the world exposition quickly, and after a rather jarring time skip, the plot takes off, effectively and entertainingly driving readers to the novel’s exhilarating end.
The strength of “Seek the Traitor’s Son” is Roth’s character work. Elegy is a dynamic heroine. She has a lot to lose, and she leads with love, which is reflected in the intense grief she feels for the people she’s lost in the war and the life the prophecy took from her. It’s love that makes her stop running from her destiny and do what she thinks is right to save the people she has left.
Many authors isolate their characters to back them into bad decisions, so it’s refreshing that Roth has given Elegy a community to support her. Her sister Hela in particular is a treat. She’s refreshingly grounded, and often gives a much needed reprieve from the melodrama of the other characters’ lives. (She has an important subplot that has to do with a glowing alien plant, but the real reason you should pay attention to her is that she’s funny, loves her sister so much, has cool friends and listens to gay romance novels.) Hela and Elegy’s unwavering loyalty to each other casts a positive illumination on both characters.
My favorite character is Theren, Elegy’s knight, who is kind and empathetic to everyone but himself. As the obvious romantic lead, his character most diverges from genre standard because of the nuanced depiction of his trauma. He has been so broken by his experiences that he thinks what he can do with his body is all he can offer, and it’s worth nothing to him.
But like I said, I need subversion, and for all the creative world-building, I didn’t quite get it. The most distinct part of the novel was the setting and structure of alternate Earth, as well as the subcultures born from that setting. But after ripping through the novel, I found that those details didn’t provide nourishment for thought, and the general handwaviness of the technology and history of Earth was distractingly easy to nitpick.
I am a greedy reader, so I want my books to have everything: romance, action, an intellectual theme, novel ideas about the future, and character development. “Seek the Traitor’s Son” comes close. The novel is the first in a series, and I’m willing to hold my reservations until I read the next book. Elegy and Theren are worth it.
SEEK THE TRAITOR’S SON | By Veronica Roth | Tor | 416 pp. | $29
Culture
Revolution is the Theme at the Firsts London Book Fair
To mark the 250th anniversary of the U.S. Declaration of Independence, “Revolution” is the timely theme of the Firsts London book fair, opening Thursday in the contemporary art spaces of the Saatchi Gallery.
The fair, running Thursday through Sunday, will feature 100 dealers’ booths on three floors of the neoclassical, early 19th-century building in the upscale Chelsea neighborhood and will take place at a moment of geopolitical convulsion, if not revolution. It also coincides with a profound change in reading habits: Fewer people read for pleasure, and when they do, more often it is on a screen. And yet some physical books are fetching record prices.
Why is that? Clues can be found at Firsts London, regarded as Britain’s pre-eminent fair devoted to collectible books, maps, manuscripts and ephemera. Dealers will be responding to the revolution theme by showing a curated selection of items that document political upheavals over the centuries.
While the organizers — members of the nonprofit Antiquarian Bookseller’s Association and the International League of Antiquarian Booksellers — have been eager to expand the theme to include material that throws light on revolutions in other realms such as science and social attitudes, the momentousness of the Declaration’s anniversary has spurred dealers to bring items with ties to 18th-century America.
The New York-based dealer James Cummins Bookseller, for instance, will be offering a 1775 London printing of Congress’s declaration of the “Causes and Necessity of Taking Up Arms” against the British authorities. Mostly written by John Dickinson and Thomas Jefferson and published just a year before the Declaration of Independence, the document represents a decisive moment in the colonies’ struggle for self-determination. It is priced at $22,500.
“We’re generalists. We’re bringing a bit of everything,” said Jeremy Markowitz, a specialist on American books at Cummins. “But this year, because of the anniversary, we’re bringing Americana that we otherwise wouldn’t have brought.”
The London dealer Shapero Rare Books will be showing a letter written in January 1797 by Thomas Paine, one of the most influential Founding Fathers, to his friend Col. John Fellows who had served with the American militia during the Revolutionary War. The text reiterates the views of Paine’s open letter to George Washington, urging him to retire from the presidency, fearing that the office might become hereditary. With an asking price of 95,000 pounds, or about $130,000. Paine’s letter to Fellows was written just weeks before Washington stood down in March at the end of his second term, a practice later enshrined in the 22nd Amendment limiting presidents to two terms.
Bernard Quaritch, another London bookseller, will be exhibiting a first edition in book form of “The Federalist Papers,” the celebrated collection of essays written in favor of the new Constitution by Alexander Hamilton, James Madison and John Jay from 1787-1788. (These texts are mentioned in Lin-Manuel Miranda’s award-winning musical “Hamilton.”) In its original binding, with the pages uncut and largely unopened, this pioneering work of U.S. political philosophy is priced at £220,000.
The fair, like the United States, has gone through its own process of reinvention. It is the sixth annual edition of Firsts London, but its origins stretch from 1958, when its more traditional forerunner, the London International Antiquarian Book Fair, was founded.
The rebranded Firsts London was initially held at an exhibition space in Battersea Park in 2019, then transferred to the Saatchi in 2021. (There is also Firsts New York and Firsts Hong Kong.) Last year the event attracted an estimated 5,000 visitors over its four days, according to the organizers, and notable sales were made.
“Book fairs are now part of the ‘experience culture.’ In an age where everything is available at a click, fairs have to present themselves in a different way,” the exhibitor Daniel Crouch said.
Crouch will be showing two late-18th-century engraved maps printed on paper of New York by Bernard Ratzer, an engineer commissioned by the British to survey the city and its environs in 1766 and 1767 in case it became a battlefield. Ratzer’s large three-sheet map of the southern end of Manhattan and part of New Jersey and Brooklyn is priced at £240,000; his smaller map of south Manhattan at £25,000. Both date from January 1776, just six months before the Declaration of Independence was adopted in Philadelphia on July 4, 1776.
Other revolutions are also represented. The cover design of Millicent Fawcett ’s classic 1920 Suffragists tract, “The Women’s Victory — and After,” from the collection of the Senate House Library at the University of London, is the poster image for the event and the library is lending the entire pamphlet for display at the fair.
Scientific revolutions are represented by items like a 1976 first edition of Richard Dawkins’s book “The Selfish Gene,” offered at £2,250 by Ashton Rare Books of Market Harborough in Leicestershire, England. Fold the Corner Books in Surrey is offering a handwritten letter by an anonymous British spy describing scenes in Paris in 1791 during the French Revolution, and the dealers at Peter Harrington are bringing a Chinese parade banner from the Cultural Revolution. The banner and the letter are each priced at £750.
While the U.S. document’s anniversary has spurred many exhibitors to show rare 18th-century American items, the organizers stressed the fair’s wider remit.
“We wanted to do something related to our cousins over the water, but something a bit broader than just the American Revolution,” said Tom Lintern-Mole, the chairman of this year’s London fair.
“Revolution is a concept,” he said. “It encompasses everything to do with our world. Printing itself was a revolution. It helps foment revolutions. We like to think that books make history, as well as being artifacts of it.”
In terms of making sales, science fiction and science and fantasy are genres that many traders see as the key growth areas, because of, in great part, recent Hollywood adaptations. “Affluent younger collectors are moving the needle in the market,” said Pom Harrington, owner of Peter Harrington.
Cummins is offering a 1965 first edition of “Dune” for $16,500, while the London-based Foster Books will be asking £22,500 for a 1954-1955 three-volume first edition of “The Lord of the Rings” by J.R.R. Tolkien. It is sumptuously covered in red morocco leather by the binders at Bayntun Riviere.
And with the rise of tech, online sales have increasingly replaced high street transactions, resulting in many rare-book shops closing. Tom W. Ayling, who trades from his home in Oxfordshire and is exhibiting at Firsts London, is one of the most prominent of a cohort of young dealers who sell online and at fairs without the expense of a shop.
“I get almost all my customers through social media,” said Ayling, who has about 298,000 followers on Instagram alone.
Tolkien is a favorite subject for his engaging, regular video posts. Ayling will be bringing a copy of the author’s extremely rare collection of poems, “Songs for the Philologists.” Printed in 1936, only about 15 copies of the collection are known. Ayling is asking £65,000 for this one.
“I put as much content out there as I can to get people interested in book collecting,” Ayling said. “I want to widen the arcane world of book collecting to a mass audience.”
A mass audience collecting — let alone reading — books? That really would be a revolution.
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