UCLA Bruins’ Kiki Rice was the first athlete to sign an NIL deal with the Jordan Brand. In October 2022, she signed the historic deal, and since then, the Jordan brand has added numerous college athletes to their roster.
So, it’s not a surprise that Rice’s shoe game has always been on point. In February 2024, she launched her first player edition shoe with the Jordan Brand, the Air Jordan 38 Low “Cherry Blossom”.
Over the last four seasons, Rice has proven with her on-court performances that she deserves all the hype surrounding her name. Today, she added another chapter to her story as the Bruins faced the Minnesota Golden Gophers in the Sweet 16 round.
Rice led the team with 21 points, shooting 7-12 from the field, and helped secure an 80-56 win. With this win, the Bruins have qualified for the Elite Eight round. After the game, Rice talked to ESPN during her on-court interview.
Toward the end of her conversation, she was surrounded by her teammates who wanted the cameraperson to focus on her shoes. Her white, blue, and yellow colorway, representing the Bruins’ colors, was worth the hype.
The Bruins are a very balanced side this year and have dominated the game on both ends. Rice was asked about the selfless nature with which UCLA players perform on the court.
“I think that’s one of the best things about this team. We have so many talented players…we share the ball, we’re selfless, we don’t care whose game it is, and that’s what makes it special,” Rice said.
Rice said that they’re now excited to find out who they will play in the Elite Eight round, and they’ll be “ready for whoever,” as their preparation has been top-notch.
Kiki Rice on Being the First Jordan Brand NIL Athlete
Having your own shoe deal is one of the things that makes a great player iconic. Signing that deal with the Jordan Brand adds another layer of pride to that achievement, and Rice made it all happen when she was just 18 years old.
Rice reflected on her journey after signing with the Jordan Brand and said that it was a result of the hard work she had put in over the years.
“It’s 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,” she said. “Signing with the Jordan Brand is another motivating factor for me to continue to work hard and achieve my goals.”
While she has been one of the best players in college basketball over the last four seasons, Rice’s trophy cabinet is still missing the coveted NCAA title. This could be her year.
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