Johnny Juzang
School: UCLA
Sport: Men’s Basketball
Position: Guard
Age: 20
Background: Not only does Juzang play for one of L.A.’s two biggest college programs — USC football being the other — but he led a spirited and unexpected run by the Bruins into the Final Four this year. Off of that, he made himself available for the NBA draft but pulled out when the new NIL rules went into effect, aware that there were significant opportunities waiting for him in Westwood. Juzang’s background — his father, Maxie, is of Creole heritage, and his mother, Hanh, is Vietnamese — reflects L.A.’s rich diversity. And there’s the simple fact that UCLA figures to get more national exposure this year as the Bruins are a real contender for a national championship.
Opportunities: Juzang has more than 100,000 followers on Instagram, and though some athletes seem a bit clueless about what NIL is and what it could mean, he made it clear to TMZ Sports that he very much intends to explore all his options. “I love cars, clothing, shoes, all that type of stuff,” he said. “Should be some cool opportunities. I eat healthy. So different brands that’ll align with that. It’ll be interesting, man.”
Tina Graudina
School: USC
Sport: Women’s Beach Volleyball
Age: 23
Background: Graudina’s appeal has to do with success. The senior from Latvia was the top player on the USC women’s beach volleyball team that won a national championship in May. In July, she became the first active NCAA beach volleyball player to participate in the Olympics. And, in August, she and partner Anastasija Kravcenoka, representing Latvia, reached the medal round at the Tokyo Summer Olympics.
Opportunities: While the appeal of most college athletes is regional, the fact that Graudina has found success with teams in both America and Europe widens her appeal to a global level. Add to that the fact that she participates in a sport that embodies California beach culture — always a big draw — and Graudina is someone who can cross a lot of borders while getting a lot of attention. She has yet to reveal any partnerships — probably because she’s been too busy winning stuff — but expect some announcements after the Olympics.
Keli Leaupepe
School: Loyola Marymount
Sport: Men’s Basketball
Position: Forward
Age: 21
Background: Though a solid performer for the Lions last season, Leaupepe’s appeal represents something else that potential partners are looking for: a personality, and perhaps a hairstyle, that can cut through all the noise and images out there. OK, let’s start with the hair. It’s magnificent. “Most outstanding hair in college basketball,” according to Craig Pintens, LMU’s athletic director.
Opportunities: Leaupepe’s long-flowing mullet gives him a distinct look that could be attractive not only to the hair industry, where Troy Polamalu has made a nice living, but for anyone in the market for someone with a unique “look.” What’s more, under that hair is a 6-foot, 6-inch, 250-pound man with a large personality and appetite. In fact, he has said that one of the things that moved him to leave his native Australia and play at LMU was the vibrant L.A. food scene. When asked for his favorite food he has said fried chicken. Asked for his least favorite, he said he doesn’t have one. It would seem that Leaupepe presents a very attractive, very big target for hair care products and salons and is an absolute natural for local eateries of any kind.
Kaila Novak
School: UCLA
Sport: Women’s Soccer
Position: Forward
Age: 19
Background: It’s noteworthy that when talent agency Team Colour Sound announced its partnership with Novak, they said she was a “social media personality” before mentioning that she played soccer at UCLA. Novak’s following is impressive, particularly on TikTok where she has more than 1.1 million followers. (Her Instagram following of 112,000 ain’t too shabby, either.) That kind of reach would be impressive for anyone, but it’s how Novak engages her followers that makes her even more attractive to marketers.
Opportunities: On Novak’s TikTok account, you’ll see reviews of coffee and Costco food. Yes, there are workouts, but there are also comedy countertop dance moves along with some very sweet moments with her girlfriend. That reach, and the range of what she does, figures to make her a prime endorsement target for a wide range of products and services. And her reach is likely to get bigger, and more attractive, now that she has partnered to produce content with TikTok star Olivia Ponton, who has 6.9 million followers.
Kedon Slovis
School: USC
Sport: Football
Position: Quarterback
Age: 20
Background: Slovis doesn’t have an exceptionally large social media following — about 26,000 on Instagram — and he’s coming off an up-and-down sophomore season owing in part to USC’s off-and-on Covid-affected schedule. Still, he figures to be one of the most pursued local athletes for the simple reason that he plays quarterback at USC. This is the Power of the Program. It’s the reason why Alabama quarterback Bryce Young has reportedly booked nearly $1 million in endorsements, though he has yet to play any meaningful time for the Crimson Tide.
Opportunities: Slovis will have a near-weekly national stage on which to shine and, because of a spectacular freshman season, he’s being mentioned as a Heisman Trophy contender. Though some athletes will be attractive because of who they are, Slovis is enticing because of where he plays. For that reason, he was signed by Klutch Sports, the same agency that represents LeBron James. Slovis seems well aware that with the USC brand, he doesn’t need to rush into anything, telling Sports Illustrated that he’s taking a long view when it comes to NIL. “(Klutch is) not with me to try and make a quick buck, or try and use my name around,” he said. “They are trying to grow my brand and put me in the best position for success.”
