Paige Bueckers Looks to Redefine NIL Through Newest Apparel Deal
By Darian Kelly
Last Updated on December 6, 2024
Paige Bueckers keeps adding to her impressive list of name, image, and likeness partnerships. The UConn star’s latest collaboration is with Round21, a lifestyle brand that blends art, culture, and sports. Founded by Jasmine Maietta—a former pro basketball player and college coach turned entrepreneur, the brand seeks to unify artists, athletes, and fans on their personal stories and originality.
A Unique Collaboration with Round21 and The Brandr Group
In collaboration with The Brandr Group, a brand management and licensing company, Round21 released a special streetwear collection featuring Bueckers as the featured athlete. Samantha Woj, a visual artist known for her unique approach, created the custom artwork for this apparel. Woj incorporates sports equipment such as a basketball instead of a paintbrush to produce eye-catching designs, as depicted in the artwork in Bueckers’ collection. As a result of a genetic disorder Woj was born with, she has two fingers on each hand. To create her artwork, Woj throws, rolls, and tapes sports equipment to a canvas and, in doing so, transforms her passion for sports into art. One can see her process of creating Paige’s artwork in a video here.
Why Paige Bueckers Was the Perfect Partner
With this being Round21’s first partnership with a collegiate athlete, Founder and CEO Jasmine Maietta shared what made Paige the ideal athlete to partner with.
“Paige is someone who stays grounded in who she is while bringing the bigger picture into everything she does,” Maietta said. “She’s got this natural ability to connect her love for the game with the culture around her, whether it’s through her style, her voice, or the way she uplifts others. That’s exactly what Round21 is all about—helping athletes like Paige share their stories in a way that feels true to them and inspires others.”
The Heart of Round21’s Philosophy
The cornerstone of Round 21’s ethos is utilizing sports as a canvas for personal expression and individuality. Maietta shared how Bueckers personifies those qualities on and off the court.
“Paige doesn’t just play basketball—she makes it an art form,” Maietta said. “Whether it’s her moves on the court or the way she carries herself off it, she’s always expressing her individuality. This collaboration is an extension of that, using sports as a way to bring her story to life. It’s not just about her talent; it’s about her perspective, her style, and the way she weaves culture into her journey.”
Expanding the Vision with UConn’s Women’s Basketball
In addition to Bueckers, Round21 is slated to work with additional players on the UConn women’s basketball team. The successful partnering with Bueckers lays the foundation for Round21 to showcase the stories of other players.
“UConn’s program is filled with leaders, and each one has a story that’s as unique as their game,” Maietta said. “The goal is to work with them in a way that highlights who they are as individuals. For example, Paige’s sense of style and big-picture thinking really shine through. For other players, it might be about their personal passions or how they connect with their community. The key is creating something that feels authentic to each of them and reflects their journey in a way that fans can relate to.”
The Power of Authentic Storytelling
Maietta believes artists, sports fans, and athletes alike are bonded by authentic storytelling.
“Storytelling is everything,” she said. “It’s what takes a product from being just cool to being meaningful. When fans see Paige’s story—how she brings her culture, her sense of self, and her vision for the bigger picture into everything she does—it’s easy to feel connected. By weaving those elements into the design and the collaboration, Round21 is creating something that fans don’t just wear—they feel part of the journey.”
