Culture
The two Pinehursts have not always seen eye to eye

PINEHURST, N.C. — It can trick you, this place. It’s all so charming and whimsical, Mayberry turned golf mecca in the sandhills of North Carolina.
You stroll along the brick walking paths through the village, passing the two-story brick buildings filled with cute shops and quaint pubs. More than a million people travel here each year to this Disney World for idyllic golf-themed getaways.
It can trick you into thinking you stumbled onto a golf oasis. Trick you into forgetting this place is a juggernaut, a resort, a full-on corporation with luxury hotels and cottages and 10 courses designed by renowned golf architects. Yes, it may have started with a pharmacy chain owner offering tuberculosis patients a chance to recover in a haven designed by the same man who designed Central Park. But the reasons a place begins are very rarely the same reasons that keep a destination thriving.
Now, Pinehurst Resort calls itself the cradle of American golf. The USGA announced it as the first of its new “anchor sites,” which will host U.S. Opens every 5-6 years for the next 30 years, beginning this week.
Pinehurst brought back the World Golf Hall of Fame. Its relationship with the town is strong and it’s a bucket-list destination for generations of recreational golfers. It is, for the foreseeable future, a central focal point marrying the casual and professional golf worlds.
But it wasn’t that long ago this place was climbing out of $70 million in debt, that it was at war with the people of this town and embroiled in countless lawsuits focusing on issues ranging from predatory management strategies to members feeling cheated.
And it wasn’t so long ago that a private detective who called himself “the Fat Man” had a poster of Pinehurst’s owner on a chair in front of his desk with a simple mission: “I just want this guy nailed to the wall.”
There’s a mantra Robert H. Dedman Jr. repeats at will: “Always Pinehurst, but always better.”
GO DEEPER
From the shadow of the U.S. Open at Pinehurst, a game-changer emerges
But progress doesn’t always go in a straight line. What began as a company town turned into something else when James W. Tufts hired Donald Ross as golf pro and formed Pinehurst No. 1 before completing his masterpiece — Pinehurst No. 2 — in 1907. Ross finished his fourth Pinehurst course before 1920 and the resort had become a premier golf destination with three inns. The town and the resort were so intertwined that resort employees were paid during the Depression in scrip redeemable only at Tufts-owned businesses. And it started its entry into pro golf circles, hosting the 1936 PGA Championship and 1951 Ryder Cup.
But in 1971, the Tufts family sold Pinehurst to Diamondhead Corporation, a real estate project owned by Malcom McLean that took a place rooted in tradition and lined the courses with condos and attempted to modernize the look of Ross’ design. Sacrilege. The prestige of the resort declined, as did its quality, and it compiled $70 million in debt by the time Diamondhead had to hand Pinehurst over to a consortium of eight banks in 1982.

Spectators are turning out in droves to watch Tiger Woods and the rest of the U.S. Open field at Pinehurst this week. (Andrew Redington / Getty Images)
In came the savior, a moniker that became a point of contention for many.
Robert H. Dedman Sr. was the founder of ClubCorp, a Dallas-based corporation that made a killing buying distressed private golf and country clubs and rebuilding them. They eventually owned more than 200 properties around the world, and Dedman Sr. was a billionaire often named by Golf Digest as one of the most important people in golf. He was a charming, self-made man from Arkansas who successfully branded himself as something between a capitalist and a romantic.
“The first time I stood in front of the clubhouse and looked out on all those ribbons of fairway, I got tears in my eyes,” Dedman Sr. told Sports Illustrated in 1999. “I had always venerated Pinehurst for its place in the history of golf, and when I finally saw it I knew instantly that we would take this fallen angel and make it not as good as it was, but better than it had ever been.”
Always Pinehurst, but always better. But better usually comes with costs. Capitalism is a game of winners and losers, and progress often leaves others behind.
Pinehurst was the crown jewel of ClubCorp’s empire, and Dedman Sr. made good on those dreams by restoring tradition and returning Pinehurst to its rightful place in the sport. In fact, he elevated it.
Fifteen years and $100 million after buying it, the 1999 U.S. Open came to Pinehurst. Dedman Sr. died in 2002, but Dedman Jr. (known as Bob) was running much of the company by the 1990s. It hosted the U.S. Open again in 2005. The Dedmans sold ClubCorp in 2006 but kept Pinehurst as their baby, and after a successful restoration it made history by holding the men’s and women’s U.S. Opens in consecutive weeks in 2014. The men’s tournament went 10 years without returning, but with its new anchor site designation Pinehurst has successfully cemented its place at the forefront of American golf.
That build, though, came with pushback. Starting in 1991 and carrying on through 2000, as much as 55 percent (more than 3,000) of Pinehurst members contributed to legal funds for a lawsuit claiming the club brought in too many outsiders, denied them agreed upon access to tee times and improperly raised membership fees.
In 1990, ClubCorp sold its stake in nearby Pinewild Country Club to Japanese cookie maker Tohato Inc. with a deal for Tohato to pay ClubCorp to manage it. By 1996, Tohato sued ClubCorp because it felt hoodwinked, claiming the latter used Pinewild as inexpensive overflow courses for guests paying to stay next door at Pinehurst Resort. Tohato officials also claimed ClubCorp tried to purposely mismanage the property to force Tohato to want out and sell back to Pinehurst at a fraction of the original cost.
Things turned dramatic when Tohato hired the celebrity private detective William Graham to help with the case. Graham was an eccentric who appeared on “Late Night with David Letterman” and “20/20” and was in talks with studios to produce a movie about his life. Graham pursued ClubCorp so hard they ultimately sued him for libel. And in the meantime Graham caused the Dedmans constant headaches.
In 1997, Graham sent out faxes across the country detailing 33 alleged “civil and criminal violations” against ClubCorp. He was quoted in South Carolina’s The State newspaper calling Dedman Sr. and his company, “a bunch of backstabbing, corkscrewing, double-dealing, lying, cheating, stealing (SOBs).”
All of this ClubCorp of course used in its libel case, which was folded into a seven-figure settlement paid by Tohato to ClubCorp. But those faxes led to major outlets like The Wall Street Journal and The New York Times investigating and publishing large pieces painting ClubCorp in an unflattering light. In the two years before the U.S. Open, at least seven of the company’s 70 country clubs were involved in lawsuits against ClubCorp filed by either members homeowners or a co-owner, per the New York Times. (ClubCorp eventually pulled out of its management arrangement at Pinewild, telling members in a letter it had “been placed in a position that makes it impossible to do our job.”)
So when Pinehurst hosted the 1999 U.S. Open — what was supposed to be Dedman Sr.’s crowning achievement — he instead sat with Sports Illustrated for a profile on how such a beloved figure was suddenly disliked by so many around the club.
“Just because we have a great reputation, people think that if they make a few grandiose statements we’ll cave in and pay their blackmail,” Dedman Sr. told SI. “We can’t afford to do that. We have had people go to obnoxious lengths to try to get a settlement. We have zero tolerance for that behavior. Our philosophy, to quote one of our former Presidents, is millions for defense but not one cent for tribute.”

When Pinehurst hosted the 1994 U.S. Senior Open the No. 2 course barely resembled Donald Ross’ original design. It’s been since restored. (Gary Newkirk / Allsport via Getty Images)
But the public relations issues for Pinehurst really took over when the battles started with the townspeople. In 1995, a Pinehurst resident named Edmund Dietrich wrote a letter to The Pilot, the local paper in Southern Pines, saying tips given to resort employees were being withheld. Dietrich was sued for libel, though ClubCorp later dropped it. Then, ClubCorp reportedly threatened local businesses for using Pinehurst in their names, citing trademark infringement. It claimed Pinehurst was only the name of the resort and facilities, and that the town was the “Village of Pinehurst.”
ClubCorp lawyer Stephen Trattner famously said: “I don’t believe there is a Pinehurst, N.C. You may call it that, and the mail may get there that way, (but) you don’t live in Pinehurst. You live in the Village of Pinehurst.”
Dedman Sr. had created an environment in which members and guests were treated like royalty, with staff remembering their favorite cocktails and making sure to use their name at least four times a trip, but the people who lived in the town — a town founded to help people get healthy — felt alienated. Pinehurst Business Guild became the Village of Pinehurst Business Guild. Companies like Pinehurst Interiors had to change their name to Village Design Group, which still stands today.
If Dedman Sr. was the charming personality who could light up a room, Bob Jr. was the hard-nosed, forward-thinking CEO who, his father admitted, was a more organized executive. But if at the time Dedman Jr. was labeled as a bottom line executive pushing for growth, he’s also been the one overseeing its public rehabilitation.

GO DEEPER
U.S. Open Big Board: After Scottie Scheffler, how does the field stack up at Pinehurst?
Another funny thing about progress is success tends to mend most wounds. Pinehurst has become more and more of a powerhouse in the world of golf, bringing millions and millions of tourism dollars to the area each year. Dedman Jr. founded a local Boys & Girls Club chapter in Pinehurst in 1999 and now receives local hospitality awards. While the mayor back in 1999 was calling his father arrogant and a bully, former Pinehurst mayor Nancy Roy Fiorillo (2011-2019) raved about all the good Dedman Jr. does and how great Pinehurst Resort is for the town.
“Bob Dedman Jr. is Doing All the Good He Can” was the headline of a story in The Pilot last week. Similar pieces have been written by Global Golf Post and PineStraw Magazine. Maybe some of it is from the ClubCorp sale — it’s far easier to be magnanimous proprietors when you’re running one iconic club and not a conglomerate fighting for every little margin.
What’s clear is Pinehurst is now thriving. More than 12 million Americans have traveled to play golf each of the past two years, up about 20 percent over the historical average, according to the National Golf Foundation. Pinehurst attracts a large chunk of that.
Every resort is trying catch up to it, a place that can boast both incredible history with everyone from Bobby Jones to Tiger Woods having played here, mixed with constant innovation and new courses. The restoration of No. 2 by the architect team of Bill Coore and Ben Crenshaw took the already famous course to new heights by removing rough and leaving tough, sandy areas off the fairways. Gil Hanse’s redesign of No. 4 has boosted it in significance. All of the top designers of past and present have contributed to one course or another.
And the resort keeps pushing itself off the course, turning an abandoned steam plant into a brewery and refurbishing the clubhouse with lush new digs for members. They expanded the Deuce Grill, restored one inn and renovated another. All of that on top of the USGA’s new Golf House Pinehurst and the World Golf Hall of Fame, which returned from St. Augustine, Fla.
The Dedmans tried to ensure that it was always about Pinehurst but always making it better, and they’ve continued to push and push to a point it seems unstoppable going forward. And now, the conversation of the week is entirely about the course and how great it will be to watch. Not the issues of the past.
They couldn’t pin the Dedmans to the wall.
(Top photo: Tracy Wilcox / PGA Tour via Getty Images)

Culture
NBA free agency: Russell Westbrook, Quentin Grimes and the odd situations that loom

Get ready for a different kind of free agency this summer: Less wild, perhaps, but weirder.
At first, the 2025 NBA free-agent class doesn’t exactly overwhelm you with front-line talent. This isn’t the year for superstars holding meetings in the Hamptons while teams wait on pins and needles for franchise-altering decisions. Only one likely All-NBA selection can become a free agent this summer, and that one (the Los Angeles Lakers’ LeBron James) isn’t going anywhere. The next-best potential free agent, the Dallas Mavericks’ Kyrie Irving, turns 33 soon and just tore his ACL.
However, what the free-agent class lacks in superstar talent, it makes up for in sheer quirkiness. Between the most recent collective bargaining agreement, some existing rules that rarely came into play before and several players massively outplaying small contracts, this summer could offer some real financial puzzles for front offices.
Here’s a preview of some of the more interesting conundrums as we truck toward the offseason:
Ty Jerome’s unlikely breakout
Jerome might have the best value non-rookie contract in the league; the Cleveland Cavaliers’ breakout super sub only makes $2.56 million after signing a two-year deal with the Cavs in 2023.
The issue this summer is that the Cavs only have early Bird rights on him as a free agent because of that two-year deal. Nobody ever considered the possibility that Jerome would be so awesome that “only” being able to pay him $14 million next season would make him a potential flight risk, but here we are.
Jerome is having one of the most unlikely breakout seasons in league annals, suddenly emerging in his sixth season out of Virginia (wahoowa!) as a serious contender for both the Sixth Man of the Year and Most Improved Player awards. He’s shooting 41.8 percent from 3 and an unfathomable 55.6 percent from floater range, boasts the league’s 10th-highest steal rate among players with at least 1,000 minutes, averages nearly three assists for every turnover and has compiled a 20.1 PER for a team that’s a phenomenal 56-13.
Knowing the Cavs can only get to $14 million, if you’re a team like the Brooklyn Nets or Chicago Bulls that has some cap space this summer, is it out of the question to offer Jerome $20 million a year? He’s 27, so his next deal would pay him for his prime years.
The cap rules on paying Jerome are only half the problem for Cleveland. The other half is … what if he re-signs? Locking up Jerome at that $14 million number becomes a very expensive proposition for the Cavs, who are plunging deep into the luxury tax next year regardless because of Evan Mobley’s likely supermax extension.
Paying Jerome market-rate money on top of that would blast Cleveland way past the second-apron threshold. While it’s possible other trades could soften the blow (what would you give me for a lightly used Isaac Okoro?), it’s clear Jerome’s unlikely success has added another layer to what was already a tricky cap problem facing Cleveland.
Could he take a cheapo one-plus-one deal that would let the Cavs pay him as a Bird rights free agent a year from now? That might be the only palatable endgame from Cleveland’s side, but it’s tough to ask a guy who has never been paid to wait another year for his bag.
Ty Jerome has taken a major leap in Year 6. (Gary A. Vasquez / Imagn Images)
Russell Westbrook’s option
Westbrook is thriving in Denver, yet he and the Nuggets face a very interesting fork in the road. He has a player option for 2025-26 for $3.5 million, and he’s pretty clearly worth massively more than this, at least to the Nuggets. That’s good news for this season but bad news once we get to the summer.
Westbrook opting out feels like a no-brainer, but Denver has few mechanisms for paying him much more. The best possibility is probably to use its taxpayer midlevel exception, which would cap the Nuggets at the second apron but would allow them to pay Westbrook a projected $5.7 million in 2025-26. A two-year deal with a player option would let him opt out of that contract again in 2026 to get more jelly as an early Bird free agent.
Anything more than $5.7 million requires some serious digging. For instance, getting to the point where the Nuggets could pay Westbrook some or all of the projected $14.1 million nontaxpayer midlevel exception would require the Nuggets to shed about $10 million in other salaries to get themselves below the first apron.
That would most likely be accomplished by trading Dario Šarić (who, incredibly, was signed for more money than Westbrook last summer) and Zeke Nnaji (who is playing better of late but still owed $23 million over the next three years). The Nuggets, however, have no draft picks left to incentivize a trade, because they’ve already used so many to offload other bad contracts. They can trade their two 2032 picks after the draft, but do they really want to ditch those picks already? At what price point is it worth just trying to find their next Westbrook?
Jake LaRavia’s contract ceiling
The Sacramento Kings acquired LaRavia from the Memphis Grizzlies with a second-round pick at the trade deadline, a needed piece in a lineup that lacked size at the forward spot.
The conundrum for Kings fans is that they want a “Goldilocks” LaRavia … one who plays well but not too well. As a result of Memphis declining his fourth-year option for 2025-26 this past fall, LaRavia is limited in free agency to re-signing for that declined fourth-year salary of $5,163,127. That limit carried over in the trade; neither Memphis nor Sacramento can pay him more than this but 28 other teams can.
That puts Sacramento at a disadvantage in free agency, but the Kings have a way to get that advantage back if LaRavia doesn’t play too well. The Kings could give him a two-year deal with a second-year player option that starts at that $5.16 million figure; he could then opt out of the second year in 2026 if he has a good year and would have full Bird rights with the Kings and be able to re-sign for any amount.
Obviously, that goes out the window if somebody drops a full midlevel exception offer on him this summer, but thus far, it seems like LaRavia will thread the needle where nobody values him at that amount.
Guerschon Yabusele’s minimum
The Dancing Bear hasn’t played quite as well as Westbrook, but he’s in a similar situation: Playing well enough on a short deal for a taxed-out team that keeping him will be a bit of a pickle.
Yabusele is on a one-year minimum deal; he has non-Bird rights, and the most he can get from Philly without using exception money is a 20 percent raise on his minimum for next year, or $2.85 million. His market value seems pretty clearly more than that, although there is a glimmer of possibility that the Sixers could get him to sign a one-plus-one deal that lets him try free agency again next summer.
As with Westbrook above, the cleanest solution would be for the Sixers to re-sign Yabusele with their taxpayer midlevel exception of $5.7 million. The problem is that it would cap the Sixers at the second apron, and they might need that money for…
Quentin Grimes, superstar
One of the most bizarre situations in the league is happening in Philadelphia right now, where the Sixers are simultaneously navigating a tank job to possibly keep a top-six protected pick and a contract push from Grimes as he hits restricted free agency. A low-usage role player in his first three seasons, Grimes had stepped things up a bit in 47 games in Dallas this season, but he didn’t really blow up until he got to Philly at the trade deadline.
On a denuded Sixers roster with three injured All-Stars, Grimes has averaged 21.8 points while making shots from everywhere — he’s shooting 39.5 percent on 3s and 60.1 percent on 2s, the latter a fairly incredible figure for a 6-foot-5 guard with middling athleticism.
At some point, you figure he’ll cool off a bit, but even after regressing his shooting to the mean, the stat line is impressive. (He’s also increased his rates of rebounds, blocks, steals and assists. Dude is balling.)
What does that mean for Grimes this summer? Being a restricted free agent might limit the market, but given the Sixers’ position vis-a-vis the luxury tax and aprons, teams might also be tempted to test the Sixers’ willingness to spend by dropping a big offer sheet. It could actually tempt a rival team to spend more, in the hopes of creating such a poisonous sheet that the Sixers run away shrieking. Right now, Brooklyn is the only team in a strong position to do this, but things can change before July 1; Grimes will only be 25 this summer, so as with Jerome above, a team would be buying his theoretical prime.
That takes us to the other aspect of Grimes’ situation. Paying him something on the order of $20 million a year would take the Sixers right to the second-apron line, assuming their three players with options choose to pick them up. (Kelly Oubre, Andre Drummond and Eric Gordon have player options worth a total of $17 million; none set hearts aflame with their play in 2024-25.)
That is, unless the Sixers keep their pick, which would add several million to their cap number (the fourth pick will make $8.4 million, for instance) and tighten the screws in other places. In particular, it would seemingly be very difficult to keep both Grimes and Yabusele at their market rates with a top-six pick in the draft.
This takes us back to the tank. The Sixers are in quite a “race” with Toronto and Brooklyn for the fifth- through seventh-worst records in the league, with the three teams resorting to increasingly impressive hijinks to, um, keep up … except that Philly keeps playing Grimes. The Sixers have gone 4-17 since Feb. 4, but Grimes singlehandedly delivered one of the wins (a 44-point masterpiece against the Golden State Warriors) and nearly pulled out another when he hung 46 on the Houston Rockets in an overtime loss.
The difference between fifth and seventh might not seem like much, but it literally doubles the Sixers’ odds of keeping the pick (from 31.9 percent to 63.9 percent). If Grimes leads them to enough wins that the Sixers don’t keep the pick, there’s more money left to pay him!
Malik Beasley, shooting star
I’m not sure what the Pistons’ plans were for their non-max trove of cap space this summer (roughly $25 million), but I’m guessing “using it all to re-sign Malik Beasley” wasn’t anywhere on the list when they were mapping out scenarios last fall.
That was before Beasley basically turned into Stephen Curry from beyond the 3-point line. No, seriously. Beasley’s 16.2 3-point attempts per 100 possessions this season are second only to Curry’s 16.9, and Beasley has knocked down an incredible 41.9 percent of them.
Wait, it gets better: Beasley’s 6.8 3-point makes per 100 are the most ever for a player not named Curry — Steph has beaten it four times, but James Harden in 2018-19 is the only other player to reach 6.5 in a season of 1,500 or more minutes.
This, obviously, has made Beasley a very valuable player. Beasley signed a one-year deal worth $6 million last summer; there is no scenario where the Pistons can keep him for anything close to that. At a bare minimum, they would seemingly need to pay him the full nontaxpayer midlevel exception of $14.1 million; even if that contract didn’t require cap room, it would essentially nuke any cap-room scenarios for Detroit.
Fortunately, Detroit’s books are in a strong enough position that retaining Beasley should be fairly straightforward; the only question is deal length and player options. Would Beasley rather have a short deal with a player option to get more bread a year from now, or would he prefer the security of a longer deal?

Malik Beasley is having a season for the ages from 3. (Rick Osentoski / Imagn Images)
Moe Wagner and Orlando’s tight tax
The Magic have the full allotment of 15 players under contract for next season, have four draft picks this June and are $11 million over the projected tax line. All of that would make it seem unlikely that they would pick up Mo Wagner’s $11 million team option, especially since he’s out with a torn ACL.
However, all may not be as it appears. Wagner is a highly-valued player in Orlando, and not just because he’s the brother (and housemate!) of Magic star Franz Wagner; his injury more or less marked the turning point in the Magic’s season. (They were 18-12 at the time and 14-25 since.)
For one, the Magic have other options they can decline to get the roster down to reasonable size. Declining options on Gary Harris and little-used Cory Joseph and Caleb Houstan would put them under the projected tax (at least until the draft picks put them back over) and open enough roster breathing room to bring back Wagner. Also, because the Magic would retain Bird rights on him, a cheap one-year deal with a second-year player option could be a palatable option for both sides; he could have his “rehab year” then get paid off his work in the second half of the season when he returns.
Either way, declining the option seems like the only play for Orlando. The question is what the Magic can do to retain somebody they would prefer to keep amid a tricky cap environment and a roster that, once Paolo Banchero’s likely max extension hits in 2026, will become fairly expensive.
Lakers decline-and-sign pathway
This little trick is likely to come up in the case of several teams dancing the first-apron tightrope, most notably with the Lakers and Dorian Finney-Smith.
The idea is that L.A. can get Finney-Smith to decline his player option for $15.4 million for 2025-26 in return for re-signing on a longer deal for less money. The risk of overpaying on the back end of the deal (Finney-Smith turns 32 this summer) is offset by managing the immediate tax situation by shaving a few million off his 2025-26 cap number.
The motivation for L.A. would be to leave enough wiggle room under the first apron to either use its nontaxpayer midlevel exception to sign a real center or to trade for one. It’s a tight squeeze right now, even if the Lakers decline Shake Milton’s $3 million nonguaranteed deal. They might even consider stretching Maxi Kleber’s $11 million to generate the necessary space, especially since they’re running out of draft picks to put into trades to incentivize a deal. (I’ll also note this option exists for James as well; there is no rule requiring him to sign for the max, and he actually took a slight haircut on that amount last summer to keep L.A. below the second apron and allow it to aggregate salary in trades. That decision has worked out very well, based on recent events.)
The Minnesota Timberwolves could potentially go this route, too, with Julius Randle, who has a $31 million player option for next season with incentives that could raise the value. Locking in a lower number for Randle on a long-term deal might make it easier to keep Naz Reid in free agency and still make Minnesota’s tricky cap math work in future seasons.
And then there are the Rockets. Houston has a similar issue with Fred VanVleet, except it’s a team option instead of a player option, so the Rockets have a lot more control over the situation. VanVleet is due $44.9 million next season, one where the Rockets are likely to push into the tax. Things don’t get any easier in the future, as their talented young players need to be paid (most notably Amen Thompson in the summer of 2027), but 2025-26 is a squeeze point unless VanVleet’s cap number goes way down.
Thus, locking in VanVleet at a lower number for a longer tenure has a lot of advantages for Houston. However, there’s a case to be made that the Rockets could go the complete opposite route by opting to pay him the $44.9 million, in return for extending his contract at a much lower number in the out years. That concept trades a single year of pain in 2025-26 in return for making the salary structure more manageable in the out years when Houston’s other young players will be ready to get paid. It’s a fascinating puzzle for the Rockets with no clear answer, beyond the obvious one that Houston still very much needs to keep VanVleet one way or another.
Decline-and-sign, discount version
Finally, you may have noticed an unusual number of players this season were signed off two-way deals into two-year contracts with second-year team options.
There’s a reason for that: The teams can decline the option and, as non-Bird free agents, re-sign the player to a much longer four-year deal worth up to 20 percent over the minimum. Given the limited likelihood of a bidding war on players of this ilk (and the protection of restricted free agency, just in case), it’s a good way for teams to play their hands. This is particularly true for those teams that either don’t have access to their nontaxpayer midlevel exception or want to save it for potential use at the trade deadline.
This category includes several rookie two-way players who have since been promoted to roster deals, such as Oklahoma City’s Ajay Mitchell, Golden State’s Quinten Post, New York’s Ariel Hukporti and Philadelphia’s Justin Edwards. All are likely looking at summer “decline-and-sign” situations that end with them returning to their present teams on three- or four-year deals at or near the minimum. (One slight exception: Mitchell got $3 million out of the Thunder’s room exception money and thus can sign for a starting salary of as much as $3.6 million if the option is declined.)
(Top photo of Russell Westbrook: Katelyn Mulcahy / Getty Images)
Culture
NFL beat writer mock draft 2.0: Where do Shedeur Sanders, Travis Hunter, Cam Ward land?

Much of the dust has settled from NFL free agency and teams now have a clearer picture of what they need in the 2025 NFL Draft. Teams like the Las Vegas Raiders and New York Jets have addressed their quarterback situations with new acquisitions while the New York Giants and Pittsburgh Steelers continue trying to figure out if their answer will come from Aaron Rodgers or elsewhere.
With needs clarified and the draft class further evaluated, our NFL beat writers and staff convened for their second first-round mock draft playing the roles of GM for every team in the league. Most of the draft order stayed the same but a couple of deals shook up the end of the round. The results certainly differ from our beat mock draft in February. Here’s how it all shook out.
1. Tennessee Titans: Cam Ward, QB, Miami
The transition is complete, from suggestions early in the offseason that the Titans were looking to bail out of this spot and pick up much-needed draft capital — or take Travis Hunter or Abdul Carter after signing a veteran QB starter — to the reality that Ward is the guy. The veteran market may have something to do with that. The lack of urgency of potential trade partners may have something to do with it. But the Titans clearly grew enamored with Ward as they got to know him during the process and listened to him talk through film that is both exciting and a bit too risky at times. This organization successfully drafted one franchise quarterback high in the draft: Steve McNair in 1995. Ward follows Vince Young, Jake Locker and Marcus Mariota in the list of attempts over 30 years since then. — Joe Rexrode
2. Cleveland Browns: Abdul Carter, Edge, Penn State
The Browns still have many good players on their roster, but they lack any standout area of real strength. This pick changes that as pairing Carter with the newly extended Myles Garrett creates one of the league’s scariest pass-rush groups. With no quarterback worthy of being taken with the No. 2 pick and no real trade offer materializing here, the Browns decide to wait until the second round — or maybe later in the first via trade — to add a young passer. Instead, they choose to add a young standout to an aging roster and believe that the pass rush can become a game-changing force, now and for years to come. — Zac Jackson
3. New York Giants: Shedeur Sanders, QB, Colorado
Unable to work out a trade with the Titans for the first pick, the Giants pivot to Plan … who can even keep track of how deep they are into their plan at quarterback this offseason? The Giants have Tommy DeVito as the only quarterback on the roster. That underscores the desperation of the situation, even though they’ll surely add a veteran starter before the draft. Still, general manager Joe Schoen and coach Brian Daboll need to sell a future at QB to ownership as they’re on the hot seat entering their fourth season. There are plenty of skeptics about Sanders’ potential to be the type of franchise-altering addition Jayden Daniels was last year for the Commanders. But this regime needs to take a swing at QB, so it takes a big one on Sanders. — Dan Duggan
4. New England Patriots: Travis Hunter, CB/WR, Colorado
This is the dream scenario for the Patriots with two quarterbacks going in the first three picks. It was going to be a tough decision if Hunter and Carter were both gone, stuck picking between an offensive or defensive lineman. Instead, the Patriots land the most dynamic player in this draft for a team that lacks play-making talent. To start, Hunter would probably have to play wideout since New England has arguably the worst wide receiver depth chart in the league and is mostly set at cornerback with Christian Gonzalez and Carlton Davis. But maybe down the line, Hunter gets to play both offense and defense. Either way, he brings excitement to a team that needs it. — Chad Graff
5. Jacksonville Jaguars: Armand Membou, OT, Missouri
You can never have enough quality offensive linemen. Just ask the Eagles. So even after adding Patrick Mekari, Robert Hainsey and Chuma Edoga in free agency, Jacksonville wisely puts another young pillar in front of franchise quarterback Trevor Lawrence. Membou is short, by traditional thresholds, to play tackle, but he likely has the athleticism to play the position in the NFL, though he wouldn’t have to immediately. The Jaguars aren’t in desperate need with the recently re-signed Walker Little on the blindside and 2023 first-round pick Anton Harrison at right tackle. Maybe Membou competes for a job at guard before eventually transitioning out to tackle if that’s where the Jaguars ultimately deem he’d best fit. For now, though, injecting youth, talent and depth into the offensive line is a priority. The Jaguars do that here. — Jeff Howe
6. Las Vegas Raiders: Mason Graham, DT, Michigan
Trading for quarterback Geno Smith allowed the Raiders to adopt a strict best-player-available approach here, and they couldn’t lose as they identified six Tier 1 studs. It came down to running back Ashton Jeanty or Graham, and the Raiders went with another disruptor up front, as they emulate the Eagles’ Super Bowl-winning approach. Graham has a great first step, leverage, violence and a persistent motor and can also hold his own against the run. It will be like having two Christian Wilkins side by side and the Raiders can draft a starting RB in the second or third round. — Vic Tafur
7. New York Jets: Tyler Warren, TE, Penn State
The Jets desperately need an upgrade at tight end, especially now that they’re plugging Justin Fields in at quarterback and should be using a run-heavy scheme. They signed Stone Smartt in free agency but he’s more of a big slot than a two-way tight end. The Jets need someone to step in as both a safety valve for Fields and as a quality blocker, and Warren can help in both areas. He might not be a Brock Bowers-level tight end prospect, but he arguably would be the most impactful, ready-made option for the Jets at No. 7. — Zack Rosenblatt
8. Carolina Panthers: Mykel Williams, Edge, Georgia
After considering offers from the Steelers for George Pickens and Minkah Fitzpatrick, the Panthers stay put and are the first team to draft a Georgia defender (in part because the Eagles aren’t picking until 32). Using a top-10 pick on a player with minimal production in college is a risk, no matter Williams’ physical gifts (which are many). But the Panthers are banking on big upside from one of the youngest players in the draft – one whose final season at Georgia was slowed by a high ankle sprain. Williams’ best games came against top competition: He had two sacks in a victory over then-No. 1 Texas, two more sacks in the SEC Championship triumph over Texas and three pressures in an opening-week win versus Clemson when he initially hurt his ankle. — Joseph Person
9. New Orleans Saints: Will Campbell, OT, LSU
New Orleans’ offensive line was in shambles for much of last season, even after adding left tackle Taliese Fuaga as the team’s first-round pick last year. The Saints could use either a tackle or a guard and I went with Membou in our previous mock draft. With Membou’s stock on the rise, Campbell still feels like an easy pick. Right tackle would appear to be the spot for Campbell in an attempt to replace 2022 first-round pick Trevor Penning. The Saints possess numerous holes throughout the roster for new coach Kellen Moore so the best player available at almost any position here would benefit this team. — Larry Holder
10. Chicago Bears: Ashton Jeanty, RB, Boise State
Do the Bears need a running back? Probably not. Coach Ben Johnson has been very complimentary of veteran D’Andre Swift. But the Bears are in no position to pass on a blue chip player in their current state, regardless of their other roster needs and the value of other positions. Give me Jeanty over the third-best offensive lineman (who might be best at guard) and the pass rushers who require some projection because of their lackluster production in college or are undersized. In Jeanty, the Bears add an elite difference-making weapon for Johnson’s offense. The Lions did the same when running back Jahmyr Gibbs was drafted at No. 12 two years ago. Johnson will remember that. His offense in Detroit changed because of it. Jeanty could have the same impact with the Bears. So, give me the potential star in Jeanty. — Adam Jahns
Could Ashton Jeanty help give Ben Johnson the type of explosive offense he had as offensive coordinator with the Lions? (Christian Petersen / Getty Images)
11. San Francisco 49ers: Derrick Harmon, DT, Oregon
The 49ers wanted to trade down in this scenario, but the two most likely reasons for doing so — Warren and Jeanty — were off the board and the phone lines were dead. So San Francisco goes with Harmon, a big, productive defender with versatility on the inside of the line. No college interior defensive lineman had more quarterback pressures than Harmon last season, per PFF. The 49ers also have had good luck over the years with Ducks defenders — Arik Armstead, DeForest Buckner and Deommodore Lenoir. It’s worth noting that GM John Lynch was among five 49ers scouts on hand for Oregon’s pro day earlier this week and that he had dinner with Ducks head coach Dan Lanning. “He’s become a good friend and ally,” Lynch said Wednesday. — Matt Barrows
12. Dallas Cowboys: Tetairoa McMillan, WR, Arizona
There are so many needs for the Cowboys to address so the first preference was to find a trade partner to shuffle down a few spots and grab another Day 2 pick. Unable to find a dance partner, and seeing Jeanty and Harmon go off the board in back-to-back picks just before getting on the clock, McMillan is a fairly easy pick. The Cowboys have not addressed the No. 2 wide receiver spot in free agency and the options have mostly dried up. They’ll need to find a playmaker in the draft to pair opposite CeeDee Lamb, and McMillan is the type of receiver who can make things very “Dak-friendly” for the Cowboys. Getting a quality running back is necessary for that, too, but they should be able to do that on Day 2. Will Johnson was considered because of the need at cornerback but an offensive-minded hire at head coach tilts things in the favor of an offensive weapon. — Saad Yousuf
13. Miami Dolphins: Tyler Booker, G, Alabama
It’s hard to imagine a better scenario for Miami, which desperately needs an upgrade over Liam Eichenberg at guard. This might even be one of those run-the-card-up situations, as there was little need to consider anyone else. Booker will join free-agent addition James Daniels to give the Dolphins a more formidable interior offensive line alongside center Aaron Brewer. Booker was an All-American and team captain at Alabama, where he used his massive frame and physicality to help create huge running lanes for the Crimson Tide offense. He’s exactly the kind of player the Dolphins need. — Jim Ayello
14. Indianapolis Colts: Colston Loveland, TE, Michigan
Indianapolis could’ve traded back to recoup more draft capital, but for a team that desperately needs to upgrade at tight end, Loveland is too good to pass up. The Athletic’s draft guru Dane Brugler compared Loveland to Brock Bowers when we spoke about Loveland and Warren at the combine. Obviously, Brugler cautioned that Loveland shouldn’t be expected to have the same immediate impact as Bowers, who had a historic rookie season in 2024, but Loveland has the size, speed and versatility to become a QB’s best friend. The question in Indianapolis, however, is who that QB will be: Anthony Richardson or Daniel Jones? — James Boyd
15. Atlanta Falcons: Nick Emmanwori, S, South Carolina
The Falcons re-signed cornerback Mike Hughes in free agency, which at least stabilizes the starting positions there with the combination of Hughes and A.J. Terrell. The same can’t be said at safety, where returning starter Jessie Bates, DeMarcco Hellams and Benny Sapp III were the only players on the roster — and Hellams and Sapp didn’t play in 2024 — before the team reportedly agreed to terms with veteran Jordan Fuller.
Bringing Fuller aboard doesn’t change the idea of looking for a long-term partner next to Bates. Taking Emmanwori over Georgia’s Malaki Starks, who has been considered the top safety in this class for a while, will be controversial, especially for Atlanta because of its Bulldog neighbors. But his NFL Scouting Combine testing results (4.38 40-yard dash, 43-inch vertical jump) and frame (6-3, 220 pounds) give him the kind of ceiling that might make it worth the risk. — Josh Kendall
16. Arizona Cardinals: Jalon Walker, LB, Georgia
The Cardinals addressed their biggest defensive needs during free agency, signing outside linebacker Josh Sweat and defensive tackle Dalvin Tomlinson, so they have flexibility here. They need help on the offensive line, particularly at guard, but Walker is too good to pass up. Best player available. He’s everything the organization covets: The 2024 Butkus Award winner, Walker is versatile, athletic and productive. He’s the son of a football coach. And he was a team captain in college. Walker can play off-ball linebacker or on the edge. Most importantly, he gives coordinator Nick Rallis another solid piece to build around. — Doug Haller
17. Cincinnati Bengals: Mike Green, Edge, Marshall
Can you rush the passer? Then the Bengals are interested. Green can do exactly that and new defensive coordinator Al Golden will be looking for an immediate impact off the edge for a room that needs any semblance of juice beyond Trey Hendrickson. Some might be put off by a smaller frame, but it actually plays well in Cincinnati. The Bengals are full of big-body edges utilized under former coordinator Lou Anarumo, but Golden will be interested in a new tool in his bag. Green’s speed to bend the edge and tenacious play style will fit nicely. If looking for concern over off-field issues surrounding Green, the Bengals would be one team with a history of looking past college transgressions and betting on the future of a player they believe is now about the right things. Leading the FBS in sacks doesn’t hurt, either. — Paul Dehner Jr.

Mike Green led the country with 17 sacks and also had 23 tackles for loss last season at Marshall. (Peter Casey / Imagn Images)
18. Seattle Seahawks: Will Johnson, CB, Michigan
The Seahawks don’t have an urgent need at cornerback since they’re returning all three starters from last season. Riq Woolen and Josh Jobe are on expiring contracts, though, so there’s a long-term outlook to consider. Beyond that, Johnson is simply a very good player at a premium position. Despite an injury-shortened junior season, the 6-1, 194-pound Johnson is the No. 6 player on The Athletic’s consensus big board and the second-ranked cornerback behind Travis Hunter. He’d raise Seattle’s ceiling defensively with his scheme versatility and ball skills. — Michael-Shawn Dugar
19. Tampa Bay Buccaneers: Jihaad Campbell, LB, Alabama
This makes so much sense that it can’t possibly happen, right? Because of his position — off-the-ball linebacker — Campbell would be a value pick at 19. His tape and workout suggest he should go higher. Campbell also would fill a need for the Bucs, who lost Devin White last year and will need a replacement for 35-year-old Lavonte David at some point soon. GM Jason Licht hardly ever misses, and Campbell looks like the kind of player Licht usually hits on. — Dan Pompei
20. Denver Broncos: Shemar Stewart, Edge, Texas A&M
The Broncos spent free agency making big investments at non-premium positions in safety Talanoa Hufanga, linebacker Dre Greenlaw and tight end Evan Engram. So they can use the draft to keep adding to a defensive front that has developed into the team’s biggest strength. Defensive ends Zach Allen and John Franklin-Myers are entering the final year of their respective contracts, and though Denver may extend both, it’s important to keep “feeding those lines,” as general manager George Paton said at the combine. Stewart is a bit of a projection given his lack of raw production in college, but he’s Dane Brugler’s No. 9 overall prospect thanks to the unique traits inside of his 6-5, 281-pound frame. It could become great value for the Broncos, who can address their need for a running back in the second round. — Nick Kosmider
21. Pittsburgh Steelers: Kenneth Grant, DT, Michigan
Jaxson Dart or a defensive lineman? As the Steelers sit in QB purgatory, waiting for an answer from Aaron Rodgers, this is the question that’s been asked often in Pittsburgh. That sports-talk hypothetical becomes mock reality here as the Steelers stand pat at No. 21. GM Omar Khan spent first-round picks in each of the last two years on offensive tackles Broderick Jones (2023) and Troy Fautanu (2024), to go along with second-round center Zach Frazier (2024). Continuing the team’s philosophy of building through the trenches, the Steelers address their most glaring hole on the roster.
The 6-4, 296-pound Grant likely projects as the nose tackle in the Steelers’ 3-4 base defense, allowing Keeanu Benton to slide over to the 3-4 end position. However, because both players have some versatility, where they line up will be worked out in team development. The Steelers will try to find a veteran bridge QB in 2025, consider a QB in the mid-to-late rounds and then make an aggressive push for a first-round rookie QB in 2026. — Mike DeFabo
22. Los Angeles Chargers: Omarion Hampton, RB, North Carolina
The Chargers can mirror the Detroit Lions as they remake their RB room. In 2023, the Lions signed David Montgomery in free agency and drafted Jahmyr Gibbs in the first round, forming one of the best running back tandems in the league in under two months. The Chargers signed former Steelers running back Najee Harris to a one-year deal last week. Hampton would round out a vastly improved top duo for the Chargers, who struggled to find consistency in the run game in offensive coordinator Greg Roman’s first season calling plays. The Chargers cut running back Gus Edwards before free agency. J.K. Dobbins, their leading rusher in 2024, remains a free agent. — Daniel Popper
23. Green Bay Packers: Matthew Golden, WR, Texas
The Packers will be without their best deep threat in Christian Watson for at least the first half of the season because of a torn ACL suffered in Week 18. Their best chance to replicate his ability to take the top off defenses is by taking Golden, the speedster from Texas whose stature may not scream WR1 but whose skill set can give the Packers an explosive option their passing game desperately needs. Green Bay’s top four wide receivers are all entering their third or fourth seasons, so the pipeline needs replenishing in case more than one leaves in free agency. The drought is finally over, as the Packers take a wide receiver in the first round for the first time since 2002. — Matt Schneidman
Texas’ CFP standout Matthew Golden just ran a 4.30u 🤘
📺: #NFLCombine on @NFLNetwork
📱: Stream on @NFLPlus pic.twitter.com/lHzyCUcICG— NFL (@NFL) March 1, 2025
24. Philadelphia Eagles: Malaki Starks, S, Georgia
Trade: Vikings trade No. 24 to Eagles for No. 32, a 2025 fifth-round pick and a 2026 third-round pick.
The Eagles explored multiple trade opportunities before the Vikings revealed themselves to be a reasonable bunch. That the Lions published negotiations on social media remains disappointing. What began as an exercise in market evaluation turned into a pretty fair bargain. The Eagles are likely to have three third-round picks in 2026 and had four 2025 fifth-rounders to sweeten any deal. Not bad for an eight-spot leap. Starks is a sensible choice after trading away C.J. Gardner-Johnson to the Texans. The Eagles add a proven playmaker in Starks to a room in which Reed Blankenship is the only established starter. — Brooks Kubena
25. Houston Texans: Josh Simmons, OT, Ohio State
Having shipped All-Pro left tackle Larmey Tunsil to the Washington Commanders earlier this month, the Texans need long-term help on the offensive line and Simmons gives them size (6-5, 310), athleticism and versatility, having played left and right tackle during his time at Ohio State. He is coming off of a season shortened by a torn ACL but is expected to quickly work his way into a starting role. — Mike Jones
26. Buffalo Bills: Donovan Ezeiruaku, Edge, Boston College
Trade: Bills trade Nos. 30 and 109 to Rams for No. 26.
The Lions at No. 28 were likely taking a hard look at an edge rusher, so the Bills sent out one of their many Day 3 selections to the Rams to move ahead and secure Ezeiruaku, a defensive end who suits them perfectly. The Bills have usually coveted length, explosiveness and production at the position, and Ezeiruaku brings all of that with 34-inch-long arms, great testing scores in explosive metrics and 30 sacks in college — 16.5 of which came in 2024. Drafting him takes advantage of an excellent edge rusher class by getting a good value in the late first while pairing Ezeiruaku’s rookie contract with the entirety of Greg Rousseau’s contract extension through the 2029 season. Joey Bosa’s presence can help Ezeiruaku come along slowly in 2025 and then take over a starting role in 2026. — Joe Buscaglia
27. Baltimore Ravens: Jahdae Barron, CB, Texas
Tennessee edge rusher James Pearce Jr., Mississippi defensive tackle Walter Nolen and Texas offensive lineman Kelvin Banks Jr. were all tempting here, but the Ravens play in a division with Ja’Marr Chase, Tee Higgins, DK Metcalf, George Pickens and Jerry Jeudy. Quality cornerback play is essential and Baltimore only has four corners on its roster. Barron, who had five interceptions last year, can immediately slide into the slot with Marlon Humphrey and Nate Wiggins playing outside. Ravens decision-makers talk a lot at this time of year about relying on the tape and Barron’s is very good. — Jeff Zrebiec
28. Detroit Lions: Grey Zabel, G, North Dakota State
The Lions aren’t a needs-based draft team, but after the first wave of free agency, there’s a glaring hole at edge. Za’Darius Smith was released and the Lions have yet to address the position other than bringing back the injury-prone Marcus Davenport. The Lions could still add to the room before the draft, but without knowing what other moves will be made, Detroit proposed to the Rams to move up two spots for edge rusher Ezeiruaku — who also happened to be the best player available on our board. Detroit offered Nos. 28, 102 and a 2026 fourth-rounder in exchange for Nos. 26 and 127. The Rams wanted a 2026 fifth-rounder included in addition to the other picks offered, but before the Lions could respond, Los Angeles accepted an offer from the Bills to jump the Lions, who selected Ezeiruaku. Consider the Brad Holmes-Les Snead bromance (and the Colton Pouncy-Jourdan Rodrigue friendship) dead.
However, the Lions were fine standing pat because we figured the board would still work in our favor. We landed another player we love in Zabel — a versatile, high-end interior offensive lineman who could compete for a starting job immediately at guard and potentially be the long-term replacement for Frank Ragnow at center. There should be some quality edge rushers available on Day 2, and a trade-up into the second round could help guarantee our pick of the bunch. — Colton Pouncy
29. Washington Commanders: James Pearce Jr., Edge, Tennessee
This is the position Washington needs most and the reigning SEC Defensive Player of the Year recorded 17.5 sacks and 27.5 tackles-for-loss over his final two seasons with the Vols. Washington GM Adam Peters values linemen with fast 10-yard splits and the sleek, 6-5 edge defender’s 1.56 led all defensive ends at the combine. The rub: Character concern rumors seemingly hurt Pearce’s draft stock and the 245-pounder needs more bulk to help bolster outside run lanes for the Commanders’ 30th-ranked rushing defense. Trade-down attempts to replenish draft pick inventory failed. DE Nic Scourton is likely better for team chemistry and all-around fit, cornerback is another need area, and RB TreVeyon Henderson would be a blast paired with Jayden Daniels. Washington instead goes for the upside that’s been lacking at the vital position since trading Montez Sweat and Chase Young at the 2023 trade deadline. — Ben Standig

James Pearce Jr. could offer pressure from the edge the Commanders haven’t had since Montez Sweat and Chase Young. (Brianna Paciorka / Imagn Images)
30. Los Angeles Rams: Azareye’h Thomas, CB, Florida State
Trade: Bills trade Nos. 30 and 109 to Rams for No. 26.
The Lions and Bills both called the Rams inquiring about a possible trade. Detroit attempted to convince the Rams to send back one too many extra picks by using the powerful bond of friendship as a negotiation tactic, but Snead wasn’t biting and kept his beloved fourth-rounder this year, his fourth-rounder in 2026, plus got pick No. 109 in a sweet deal with Buffalo and only had to move back four spots. Thomas is a long corner with good range who gives the Rams the size they badly need in their secondary, to pair on the outside with veteran Darious Williams (even though veteran starter Ahkello Witherspoon is back under contract for another season). Cobie Durant could move into the slot full-time with the selection of Thomas, who adds youth and talent to the DB room to match much of the rest of the defense. — Jourdan Rodrigue
31. Kansas City Chiefs: JT Tuimoloau, Edge, Ohio State
Since general manager Brett Veach and coach Andy Reid have found quarterback Patrick Mahomes’ next left tackle in Jaylon Moore, this mock draft presented two options for the team: Add another pass rusher or acquire Elijah Arroyo, the Miami tight end who could learn from future Hall of Famer Travis Kelce, who could retire after the 2025 season. As enticing as Arroyo is, the most logical decision is Tuimoloau, who is the ideal defensive end for coordinator Steve Spagnuolo. The Chiefs need to bolster their pass rush, especially since six-year veteran Charles Omenihu is still a free agent. Similar to three-year player George Karlaftis, Tuimoloau can rush the quarterback with power, be a plus-defender when setting the edge against the run and be tenacious enough to make second-effort splash highlights. — Nate Taylor
32. Minnesota Vikings: Kelvin Banks Jr., OT, Texas
Trade: Vikings trade No. 24 to Eagles for No. 32, a 2025 fifth-round pick and a 2026 third-round pick.
The Eagles and Bills called for the No. 24 pick. Rather than settling for a 2025 fourth-rounder from Buffalo, Minnesota opted to take the long-term view. Philadelphia was willing to trade its glut of picks (No. 32, a 2025 fifth-rounder and a 2026 third-rounder). If it were possible to trade back again in this mock draft, the Vikings would have considered that as well. For now, Banks, whom The Athletic’s Brugler ranked as the No. 22 player in his top 100 prospects big board, made sense. Banks could vie for the Vikings’ open left guard spot. He also has tackle potential, which might be necessary depending on the health of the position in the next couple of seasons. Both left tackle Christian Darrisaw and right tackle Brian O’Neill have navigated serious injuries in recent years. — Alec Lewis
(Top image of Cam Ward and Travis Hunter: Carmen Mandato and John E. Moore III / Getty Images)
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)
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