Flau'jae Johnson takes her NIL valuation, brand building seriously

LSU star Flau’jae Johnson is one of the biggest names in the NIL space. Not only is she a superstar on the court with a national title under her belt, but she’s also a rapper who’s chasing a music career and collaborating with some of the biggest stars in the industry. 

And she’s only 20 years old. 

As a sophomore, Johnson averaged 14.9 points, 5.5 rebounds, 2.5 assists and 2.1 steals while shooting 50% from the field and 38% from deep. Next season, she’ll continue to be a major focal point for the Tigers. 

Johnson’s capitalized on her talents on and off the court to land big-money deals with major brands over the last few years, including recently with The Athletes Foot and Powerade. Her first NIL deal was with PUMA in 2022. She also has the highest On3 NIL Valuation in women’s basketball at $1.2 million – a number that puts her at No. 13 in the On3 NIL 100, the first of its kind and defacto NIL ranking of the top 100 high school and college athletes ranked by their On3 NIL Valuation.

But she has a team of people by her side to help her navigate the waters of the NIL landscape,

“Determining the value for NIL deals is something I take very seriously,” Johnson told On3. “Between my music career and brand endorsements, my deals amount to about $4.5 million, which gives a substantial indication of my market value. While I stay actively involved in understanding this value, I heavily rely on my team of advisors, including my representation, to negotiate deals that reflect my worth accurately. They use a combination of market trends, my performance metrics, and personal brand impact to evaluate opportunities.”

Finding balance is key for Flau’jae Johnson

While NIL and sponsorships have become a major part of Flau’jae Johnson’s life, she’s able to find a balance between her battling career paths and being a full-time student that allows her to manage her time effectively. Johnson said she intentionally partners with brands who understand the student in student-athlete and prioritize her well-being. 

“That’s something I consider with all of my brand partners and along with many other factors, it’s a huge driver in the partnerships I decide to move forward with,” Johnson said. 

Despite the hate and negativity that can come from being a prominent figure on social media, athletes like Johnson have used their platforms to their advantage. With more than 3.4 million followers across all social media platforms, Johnson pushes past the inevitable adversity that living her life in such a public way can bring. She uses that following to benefit from and monetize her large following while staying true to herself. 

“I do check my social media accounts because it’s important for me to stay connected with my fans and the community,” Johnson said. “However, dealing with trolls and negativity is part of being in the public eye. I grew up on TV and in front of the media so I learned to navigate and ignore negativity and trolls a long time ago. I focus on staying positive and true to my values.”

Flau’jae Johnson is big fan of JuJu Watkins

Johnson is one of the biggest names in the NIL landscape, but there are plenty more on the rise in women’s basketball, including star USC freshman JuJu Watkins. 

“JuJu Watkins is definitely a name to watch in the NIL space,” Johnson said.

“I’ve been following her closely, and I’m impressed by how intentional she is with her brand and how effectively she connects with her audience… JuJu’s trajectory in women’s college sports is promising, and I believe she’s on the path to becoming a significant influence both on and off the court.”

Advice for future women’s basketball stars

NIL is a challenging landscape to navigate, with shifting rules and the time management skills it requires, but Johnson has forged her own path and continues to succeed due to her talents and mindset through it all. 

“Balancing academics, athletics, and NIL opportunities is certainly challenging, but entirely possible with the right mindset and strategies,” Johnson said. “My advice is to prioritize time management and set clear goals in each area. I live by a to-do list to stay organized. I also create a structured schedule that allocates specific times for study, training and business engagements, and I stick to it diligently…

“It’s important to not hesitate to use the resources available to you, such as academic advisors and team support staff, who can help manage your responsibilities. I use my entire team (academically and professionally) to help me stay focused on the tasks that need to be completed. Being organized and proactive about your commitments is key. Always keep your long-term goals in sight; this helps in making decisions that align with your overall objectives and values. It’s easy for me to say yes and no to certain opportunities when I know my end gold.”