Meet Jada Williams (mrsmac0606): basketball star, social media celebrity and NIL trailblazer. Blacketologist on the high schooler already cashing in on her name, image and likeness—after it took moving halfway across the country:
“[Walker] loved to put things on social media, so just naturally him and Jada put their journey out there every single day, and people started to follow it,” McIntyre says.“The simple answer is just work,” Williams says when asked how she’s gotten to this point. “Work and my faith. There’s no replacement for work. Work in the dark, work in the light, do whatever I got to do, by any means necessary. I have my goals, and that’s what’s on my mind 24/7.
Lennox believes Williams is just scratching the surface right now. “I think her potential for the game is literally, the sky’s the limit,” she says. “Why? Because of her work ethic. Second, because of her determination, her mental [toughness], her focus. A lot of players probably could have more development and skill set than Jada, but what makes Jada five or six steps ahead of those other people is her work ethic, her dream, her drive.
Name, image and likeness have always been an NCAA construct. It was formally introduced in the California legislature in 2019 to prohibit schools from punishing athletes who accept endorsement money while in college. Despite the now-obvious ramifications, its effect on high school athletes was never seriously contemplated or debated in the public sphere.
McIntyre found the opportunities so enticing that she felt it would be worth moving her daughter and possibly the family to another locale—one where Williams would be permitted to profit off her likeness, allowing her to begin to secure her financial future. “UCLA has been phenomenal with us in helping us navigate these waters,” McIntyre says. “Jada’s not even on their campus and they’ve helped her out so much, giving us different rules that she can’t break, that have to do with college.”
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