Flau’jae Johnson
Flau'jae Johnson inked 2 NIL deals after LSU's National Championship win, teaming up with fast-food chain, Raising Cane’s, and apparel and merchandise company, Campus Ink. She is set to earn between $8 and $15 for each limited edition LSU jersey sold, adding to her sizable nest egg, which is helping propel not only her brand on the court but her blooming music career.
In 2021, the U.S. Supreme Court made the monumental decision to lift certain restrictions that the National Collegiate Athletic Association (NCAA) had in place since its inception. For the first time in NCAA history, collegiate athletes now have the legal right to monetize their name, image, and likeness, often referred to as NIL. For decades, only professional athletes could benefit from brand deals and strategic partnerships that leveraged their personal brands, but today, the game has changed.
In the cut throat world of sports, your NIL is your money maker. For some student athletes, like LSU Women's Basketball player Flau'jae Johnson, this truth has far surpassed realization and now flourishes as a lived reality. “It feels like I’m trailblazing,” she emphasized in our recent interview. “I’m creating the blueprint.”
In this new age of abundance, where the financial benefits from coveted NIL deals are turning college kids into well-paid superstars, Johnson is poised to become one of its highest earners. Named as one of the top 10 followed student athletes on social media with over 2.5 million subscribers across platforms, the Georgia native has negotiated several big-name brand deals to date. With this being her first year playing under Hall of Fame coach Kim Mulkey, and a fresh deal with Roc Nation’s independent distribution platform, EQ, Johnson has a promising road ahead.
Following her appearance in the most watched women’s NCAA Championship game in the history of the tournament (9.9 million viewers), the McDonald’s All-American took some time to discuss her top strategies for increasing her share of the collegiate market.
Two Dreams, One Life Changing Opportunity
An elite college basketball player, full-time student, and rapper, Johnson is a hard-working 19-year-old who is often praised for her individuality. “I always told my mom, ‘I don’t care how big I make it, I’m going to always be me.’ And that’s been paying off for me ever since.”
First drawn to the game at four years old, Johnson would watch her uncle playing in the backyard, then beg her mom for a chance to join in. “I’m a girl, so they’d say, ‘No, you can’t play right now, not until you get bigger,’” she explained. “I used to get so mad.” But after a failed stint in dance class, Johnson’s mother and manager, Kia J. Brooks, finally allowed her to play at their local Boys and Girls Club.
Years later, as she was doing her best to perfect her craft as a player, Johnson learned of her musical roots and remained forever changed. The daughter of Jason Johnson, also known as Camoflauge, a popular Georgia-area rapper who was killed in an unsolved shooting five months before her birth, Johnson credits her love for music as a gift of her father’s legacy. “Hearing that,” she said of Camoflauge’s older tracks, “I really felt a connection.” Deeply inspired by his artistry, she’d found what she truly wanted to do.
Scoring over 1,900 points throughout her high school career, Flau’jae became the all-time leading scorer for Sprayberry Basketball and watched her jersey be retired upon graduation. Recruited as the top 6 guard in the nation, she played with the LSU Lady Tigers in their first national title series since 2007.
Flau’jae Johnson
Breaking Barriers
Along with other popular student athletes, such as teammate Angel Reese and Oregon basketball star Sedona Prince, Johnson is finding ways to capitalize on her popularity in never-before-seen fashion. Although she states she’s still adjusting to her college schedule as she majors in interdisciplinary studies with a minor in sports administration, business, and marketing, Johnson remains disciplined in being one of the best on the court.
Waking up at 5 am every morning before class, her daily workouts have become the distinguishing factor for an unmatched athletic skill set. Following a strict training schedule that finds her in the gym up to four times a day, Johnson allows her work ethic to speak for itself. Known as the first Black college women’s athlete to be able to diversify her brand in both the sports and music industries, it’s clear that her drive endures far beyond the court.
“I don't take it for granted because I know that I'm blessed to be in this space and able to show people that it's possible,” she said.
Johnson has a knack for building in public. Often posting videos of herself doing freestyles in her car or sharing candid reflections of her recent wins, she equally prioritizes the visibility of her ups and downs. “I try to show as much as possible because I want people to see what it actually takes, what it's actually like, not the fantasy world that's put out on social [media],” she revealed. “Sometimes people need to see the mistakes. And when I do fail, I won’t be ashamed to post it because it’s all part of the journey.”
Fans first caught a glimpse of Johnson as a contestant on season 3 of Lifetime Network’s The Rap Game, a reality television series featuring aspiring kid rappers and hosted by hip-hop icon Jermaine Dupri. Two years later, at the age of 14, she brought a number of those admirers with her to the 13th season of America’s Got Talent. Walking away from both shows without a win, Johnson stayed consistent with her music and continued to build a dedicated following. Starring alongside her family on E! Network’s newest series, Raising a F***ing Star in 2022, Johnson’s fanbase continues to grow, allowing her the opportunity to further leverage her personal brand.
Flau’jae Johnson
Finding Balance In Pushing Boundaries
Including broadcast rights, merchandise, and ticket sales, the U.S. Department of Education values America’s college sports industry at $14.4 billion dollars. Approaching social media as a valuable marketing tool, Johnson wishes more of her peers would understand the weight and potential of their every post.
“Everybody’s looking, everybody’s watching,” she exclaimed. “It’s a business now.” With an over 10% engagement rate on Instagram (average engagement is 2-3%), the 2023 NCAA SEC freshman of the year has fully grasped the importance of catering to her followers’ desire for evergreen content. Staying away from most trends and embracing her individuality has made for more meaningful connections with lucrative results.
Crediting her strong relationships with opening doors to many deals with top brands, such as Puma, Meta, and Taco Bell, Johnson states she is 100% involved in the decision-making process of her partnerships. Never afraid to decline a misaligned opportunity, she leans on her business savvy and a very important piece of advice from a trusted advisor. “It’s not what you’re worth, it’s what you negotiate,” she pronounced.
Inspiring in her ability to discern her brand’s best contractual agreements, Johnson’s openness to share her goals and intentions have made all the difference. Recently signing on to partner with massive audio company, JBL, her genuine intentions to dominate music, athletics, and business is on full display. Continuing to maximize on such visibility keeps her in high demand.
Staying well-read and treating every person she encounters as an open book to learn from, Johnson’s world library has served her very well thus far. The first teenager in Georgia to receive Savannah’s key to the city in 2018, she plans to pay it all forward through philanthropy, mentorship, and music lyrics steeped in positivity. As the namesake of one of Savannah’s newest intersections, it’s clear that Johnson’s creative NIL efforts will endure for years to come. Naturally, this type of lasting example is exactly the look she’s going for. “You can push boundaries when it's never been done before, and that's what I'm trying to do,” she concluded.
