UCLA's Kiki Rice Becomes First College Athlete to Sign Jordan NIL Deal
Jordan Brand has made its first entry into the name, image and likeness landscape, and they picked a Bruin to becoming their groundbreaking spokesperson.
UCLA women's basketball freshman guard Kiki Rice was announced as Jordan's first-ever NIL signee on Monday, partnering the star recruit with the school's exclusive apparel provider. Rice's deal started on Oct. 26, when she gifted Jordan shoes to every student-athlete on the roster at the conclusion of the Bruins' practice that morning.
In a statement released by Nike's Newsroom, Jordan will collaborate with Rice to help her serve the local community and improve gender equity in sport for young girls.
“Being Jordan Brand’s first NIL athlete is an incredible milestone, and I think it’s a testament to the hard work I’ve put in and all the people around me who have helped me get to this point,” Rice said in a statement. “Signing with the Jordan Brand is another motivating factor for me to continue to work hard and achieve my goals.”
When the deal went public Monday, Rice received welcome messages from some of the biggest stars in the Jordan family.
NBA All-Star Carmelo Anthony, Los Angeles Dodgers outfielder Mookie Betts and New Orleans Pelicans superstar Zion Williamson – who was at UCLA football's win over Stanford on Saturday – all recorded videos that welcomed Rice to the long list of Jordan-sponsored athletes.
Former UCLA women's basketball point guard Jordin Canada, who is also a Jordan ambassador in the WNBA, also sent Rice a video message.
While this is a first for Jordan Brand, its parent company, Nike, first dipped its toe into the NIL waters in 2021.
UCLA women's soccer forward Reilyn Turner became the first college athlete to sign a deal with Nike last December after leading the Bruins in goals across the previous two seasons. Turner is in the midst of leading her team in goals again as a junior in 2022, setting a high bar from Rice to reach with her respective squad.
Rice has yet to appear in a college game, but she has been on campus practicing with UCLA for several months. The No. 2 recruit in the class of 2023 was also a McDonald's All-American, the Naismith High School Player of the Year and the MaxPreps National Female High School Athlete of the Year before she arrived in Westwood.
After averaging 15.8 points, 7 rebounds, 5.1 assists and 2.7 steals her senior year at Sidwell Friends School (DC), Rice earned MVP honors while leading Team USA to a gold medal at the FIBA U18 Americas Championship.
UCLA and Jordan agreed to a six-year, $46.5 million apparel deal in December 2020, just a few months after Under Armour backed out of their record-breaking contract with the Bruins. That dispute has since been resolved with a $67.5 million settlement, and UCLA is all-in on its Jordan pairing moving forward.
Its athletes are as well, with Rice leading the way from a position no other Bruin has held before, setting her up for a star-making career in Westwood over the next four years.
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PHOTO COURTESY OF NIKE