In July 2021, the NCAA introduced Name, Image, and Likeness (NIL) regulations, enabling college student-athletes to earn money from their commercial representation.
Fast forward to December 2024, Nike revealed its partnership with women’s basketball star Paige Bueckers, marking her as the first collegiate athlete to design and launch her own Nike Player Edition basketball shoe.
Now in her fourth year at the University of Connecticut (UConn), Bueckers has consistently made headlines. Throughout her tenure with the UConn Huskies, the celebrated guard has averaged 19.9 points, 4.8 rebounds, and 4.5 assists per game. Her remarkable performance earned her All-American honors in 2024 from the Women’s Basketball Coaches Association, the Associated Press, and the U.S. Basketball Writers Association.
Bueckers is now leveraging her NIL rights to advance her career further. She collaborated with Nike to create the G.T. Hustle 3’s—shoes designed to “help you thrive in crunch time.” Featuring a highly cushioned insole, the design aims to enhance player stamina, with Bueckers incorporating personal touches to make the shoes uniquely hers.
In an Instagram post celebrating the partnership, Bueckers shared her appreciation and excitement for this incredible opportunity. She stated, “From the PB Bucket design to the text bubble from my dad to the colorway, every part of this shoe aligns with the player and person I am.”
A graphic on the right heel displays the word “Buckets” as a clever nod to Bueckers’s last name. Meanwhile, the left heel features an encouraging text message from her dad, which he sends her before every game: “Be You, Be Great.”
Back of the G.T. Hustle 3’s including Bueckers’ nickname, “Buckets” and the text she receives from her father before every game. Photo Courtesy of Nike.
Nike and Bueckers designed the G.T. Hustle 3 with a strong focus on female athletes, aiming to enhance the women’s game. “The development of the G.T. Hustle 3 was spearheaded by women from the beginning, with female athletes accounting for over 90% of those involved in testing and developing the silhouette.” This collaboration emerges at a time when the 2023 WNBA season achieved its highest viewership in 21 years, indicating a growing recognition and appreciation for women’s sports.
Bueckers has significantly impacted the sports industry since the introduction of NIL. Her partnership with Nike in creating the G.T. Hustle 3 serves as a testament to her influence and cements her legacy.
This April, after completing her final season with the UConn Huskies, Bueckers is projected to be the top pick in the WNBA Draft.
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