Connect with us

Culture

In star-studded Los Angeles, it’s JuJu Watkins’ show

Published

on

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.”

Advertisement

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.

Advertisement

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.

Advertisement

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.

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.

Advertisement

(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)

Continue Reading
Advertisement
Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Culture

Valentin-Yves Mudimbe, 83, Dies; African Scholar Challenged the West

Published

on

Valentin-Yves Mudimbe, 83, Dies; African Scholar Challenged the West

Mr. Mudimbe was unapologetic. “To the question ‘what is Africa?’ or ‘how to define African cultures?’ one today cannot but refer to a body of knowledge in which Africa has been subsumed by Western disciplines such as anthropology, history, theology or whatever other scientific discourse,” he told Callaloo. “And this is the level on which to situate my project.”

Valentin-Yves Mudimbe was born on Dec. 8, 1941, in Likasi, in the Katanga Province of what was then the Belgian Congo, to Gustave Tshiluila, a civil servant, and Victorine Ngalula. At a young age, he said in 1991, he “began living with Benedictine monks as a seminarist” in Kakanda, in pre-independence Congo. He had “no contact with the external world, even with my family, and indeed had no vacations.”

When he was 17 or 18, he recalled, he decided to become a monk, this time among the Benedictine “White Fathers” of Gihindamuyaga, in Rwanda. But in his early 20s, already “completely francophonized,” he abandoned the religious life and entered Lovanium University in Kinshasa, graduating in 1966 with a degree in Romance philology. In 1970 he received a doctorate in philosophy and literature from the Catholic University of Louvain, in Belgium. He then returned to Congo to teach.

In the 1970s Mr. Mudimbe published, among other writings, three novels, all translated into English: “Entre les Eaux” (1973), published in English as “Between the Waters”; “Le Bel Immonde” (“Before the Birth of the Moon,” 1976); and “L’Écart” (“The Rift,” 1979). The principal characters in these novels “find it impossible to tie themselves to anything solid,” the scholar Nadia Yala Kisukidi commented in Le Monde.

At the end of the 1970s, when the offer came from Mr. Mobutu to be “in charge of, I guess, ideology and things like that,” as Mr. Mudimbe put it to Callaloo, he reflected that “I didn’t think of myself and I still don’t think of myself as a politician.” After he established himself in the United States, his focus turned to essays and philosophy; among other books, he wrote “L’Odeur du Père” (1982), “Parables and Fables” (1991) and “Tales of Faith” (1997).

Advertisement
Continue Reading

Culture

Poetry Challenge: Memorize ‘Recuerdo’ by Edna St. Vincent Millay

Published

on

Poetry Challenge: Memorize ‘Recuerdo’ by Edna St. Vincent Millay

Advertisement

Someone once defined poetry as “memorable speech.” By that standard, each of us has committed at least some poetry to memory. Nursery rhymes, song lyrics and movie catchphrases all find their way into our heads, often without any effort on our part.

More formal memorization used to be a common classroom ritual. Schoolchildren would stand and recite approved works for their teachers and peers. That kind of learning has mostly gone out of fashion, which may be a sign of progress or a symptom of decline. Either way, school shouldn’t be the only place for poetry.

And learning a poem by heart doesn’t have to be drudgery. It can be a way of holding onto something beautiful, a morsel of verbal pleasure you can take out whenever you want. A poem recited under your breath or in your head can soothe your nerves, drive away the noise of everyday life or grant a moment of simple happiness.

Advertisement

At a time when we are flooded with texts, rants and A.I. slop, a poem occupies a quieter, less commodified corner of your consciousness. It’s a flower in the windowbox of your mind.

There are millions of them available, in every imaginable style, touching on every facet of experience. You could store a whole anthology in your brain.

Advertisement

But let’s start with one: “Recuerdo,” by Edna St. Vincent Millay.

“Recuerdo,” first published in 1919 in Poetry magazine, is the recollection of a night out on the town — or more precisely on the water, presumably the stretch of New York Harbor served by the Staten Island Ferry. We asked some friends of the Book Review — poets, novelists, playwrights, actors and other literature lovers — to recite it for us, and a bunch said yes.

Today, Ada Limón, Ina Garten and Ethan Hawke will introduce you to the poem. Here’s the first of the three stanzas.

Advertisement

Recuerdo by Edna St. Vincent Millay 

Advertisement

We were very tired, we were very merry 

We had gone back and forth all night on the ferry. 

It was bare and bright, and smelled like a stable 

But we looked into a fire, we leaned across a table, 

We lay on a hilltop underneath the moon; 

Advertisement

And the whistles kept blowing, and the dawn came soon. 

Ada Limón, U.S. poet laureate

Why did we pick “Recuerdo”? We combed through our shelves like Goldilocks, looking for a poem that was just right: not too difficult, but not too simple; not obscure but not a chestnut; not a downer but not frivolous either. We didn’t want a poem that was too long, and we thought something that rhymed would be more fun — and easier — to memorize than a cascade of free verse.

Advertisement

Millay, who was born in Maine in 1892 and was a fixture of the Greenwich Village bohemian scene in the 1920s, caught our eye for a few reasons. In her lifetime, she was a very famous poet.

Advertisement

Edna St. Vincent Millay in 1923.

John Lofman/Published with permission of The Edna St. Vincent Millay Society

Advertisement

She was a decidedly modern author who often wrote in traditional forms, and who has stayed popular through 100 years of fluctuating fashion. Her verse, while serious and sophisticated, carries its literary baggage lightly.

When you get to the second stanza of “Recuerdo,” read here by Ina Garten, you realize that it has a hook.

Advertisement

We were very tired, we were very merry 

We had gone back and forth all night on the ferry; 

And you ate an apple, and I ate a pear, 

From a dozen of each we had bought somewhere; 

Advertisement

And the sky went wan, and the wind came cold, 

And the sun rose dripping, a bucketful of gold. 

Ina Garten, cook and author

Advertisement

It’s a city poem, but one that incorporates some arresting nature imagery (the sun, the moon, the wan glow of dawn). It delivers a confidential message — addressed to a “you” who shares the memory of those moments by the fire and in the moonlight — while striking a convivial, sociable tone.

The poem concludes with an impulsive act of generosity that carries a hint of melancholy. Here’s Ethan Hawke, reading the third and final stanza.

Advertisement

We were very tired, we were very merry, 

We had gone back and forth all night on the ferry. 

We hailed, Good morrow, mother! to a shawlcovered head, 

And bought a morning paper, which neither of us read; 

Advertisement

And she wept, God bless you! for the apples and pears, 

And we gave her all our money but our subway fares. 

Ethan Hawke, actor

Advertisement

That’s it. The night is over; another day is here with its obligations and routines; we’re about to trade the open air of the ferry for the crowded underground platforms of the subway.

This poem stands up to repeated readings. It stays in your mind and your ear. It’s a fun poem about having fun, though of course there’s more to it than that. The poem expresses the desire to hold on to a fleeting experience, to fix it in words and images before it’s washed away on the tide of time.

“Recuerdo,” in Spanish, can mean recollection or souvenir, which is kind of perfect. The speaker summons bits and pieces of a memorable night, organizing them into verses that bring those hours back to life, even though they’re gone forever. We pick up those verses, and — impossibly but also unmistakably — we’re right there with her, inhaling the sea-kissed morning air.

Advertisement

So here is the challenge: Memorize this poem! Why? Because it’s unforgettable.

Below, you’ll find a game designed to help you learn “Recuerdo.” Today your goal is to master that wonderful refrain. (Once you’ve done that, you’ll have one third of the poem.) As the Challenge continues through the week, we’ll look closely at how the poem is made, at what it’s about and at the extraordinary woman who wrote it. There will be new games and videos every day, until we disembark on Friday, poem in hand. Bon voyage!

Advertisement

Your first task: Learn the first two lines!

Question 1/3

Let’s start with the refrain. Fill in the rhyming words.

Advertisement

We were very tired, we were very merry 

We had gone back and forth all night on the ferry. 

Advertisement

Tap a word above to fill in the highlighted blank. Need help? Click “See Full Poem
& Readings” at the top of the page.

Advertisement

Advertisement

Edited by Gregory Cowles, Alicia DeSantis, Nick Donofrio and Joumana Khatib. Additional editing by
Emily Eakin, Tina Jordan, Laura Thompson and Emma Lumeij. Design and development by Umi Syam and
Eden Weingart. Additional design by Victoria Pandeirada. Video production by Caroline Kim.
Additional video production by McKinnon de Kuyper. Photo editing by Erica Ackerberg. Illustration
art direction by Tala Safie.

Advertisement

Illustrations by Hannah Robinson.

Audio of “Recuerdo” from “Edna St. Vincent Millay in Readings From Her Poems” (1941, RCA); accompanying
photograph from Associated Press.

Continue Reading

Culture

When Kristen Kish, ‘Top Chef’ Host, Hits the Mute Button

Published

on

When Kristen Kish, ‘Top Chef’ Host, Hits the Mute Button

There was a point when I wore kitchen clogs, which I found uncomfortable. Then, Birkenstocks, but your heel’s exposed. Your sock’s going to get soaked, especially when you’re flooding the floors to clean at the end of the night. Blundstones are waterproof and they look good. I can go from the airplane to out in the wild, right into the kitchen and I feel like they fit all those scenarios.

When I opened my restaurant in the Line hotel in Austin, it was in every single room. My wife had to tell me what it was because I was like, “What are these wooden sticks in here for?” I travel with it and when I’m in dressing rooms, studios and hotels, it just makes everything smell familiar to me, regardless of where I am.

When I’m eating different flavors throughout the day — snacking on things or trying 15 dishes on “Top Chef” — at a certain point, my mouth starts to just feel gross. Brushing my teeth, tongue scraping and flossing help me reset a little bit.

A lot of women’s pants have little pockets that go down maybe three inches. I need them to touch my thigh. Because I’m not a purse kind of person, I like to fit my wallet, keys and mints all in my pocket if I can. I have a stylist for any clothes that I wear in public or on television. When fending for myself, I’m going to wear pants that are two times too big, comfortable and with deep pockets. Lululemon dance studio relaxed fit mid-rise cargo pants are so comfortable. Not only do they have deep pockets, they also have cargo and back pockets.

My preference is the stick. I always carry it in my left pocket; that’s just where it lives. I don’t leave home without it and it’s stashed in random places in our house — on my desk, in the junk drawer downstairs, two in our bedroom. I buy them in bulk and take great pride in finishing them.

Advertisement

My mom used to tell me, “You look like I look like a cow chewing gum.” But it keeps cadence and there’s something in the rhythm of chewing where if I’m doing a task, especially if I’m cooking for hours, it’s a place for the anxiety to go. You know, how people relax with knee bouncing.

Continue Reading
Advertisement

Trending