Life looks a lot different for Jada Williams these days. The 20-year-old point guard, newly settled into a four-bedroom fixer-upper in Ames, Iowa, splits her time between mowing lawns, running Iowa State’s offense, and keeping more than a million followers entertained online.
Williams transferred from Arizona to No. 14 Iowa State this summer and is expected to be a centerpiece in the Cyclones’ bid for a Big 12 championship and sixth consecutive NCAA Tournament appearance.
“I’ve been here since June, and my life is 100% better,” Williams said.
Williams built her brand long before her college career began. She and her godfather, former player Marcus Walker, started posting basketball training videos in middle school—before “sports influencers” were even a thing. Those clips turned into a full-blown digital presence: nearly 600,000 followers on Instagram, 500,000 on TikTok, and thousands more on X.
“She kind of took the internet by surprise,” said her mother, Jill McIntyre. “We didn’t plan for any of this. It happened naturally and it’s been a fun ride.”
That online presence helped make Williams a pioneer in the name, image and likeness (NIL) space. She was the first female high school athlete to sign a NIL deal, partnering with Spalding in 2021. More deals followed—with Move insoles, Overtime, Nerf, Lemon Perfect, and Bumble—turning her into one of the most marketable women’s players in the country.
According to Opendorse, top Big 12 point guards can earn roughly $250,000 annually through NIL. Williams’ estimated value doubles that.
“I’m just grateful,” Williams said. “Not everyone gets this kind of opportunity, so I don’t take it for granted.”
Williams’ transfer was about more than basketball. She said the atmosphere at Arizona hurt her mental health and described it as “toxic.” In Ames, she’s rediscovered her confidence.
“I’m in a way better spot here,” she said. “They believe in me, they want me to shoot, pass, and just be me.”
Coach Bill Fennelly believes that freedom will translate on the court. “Jada’s going to score more,” he said, noting her aggressiveness compared to predecessor Emily Ryan.
Williams joins a lineup anchored by standout forwards Audi Crooks and Addy Brown. Brown, a Kansas native who’s known Williams since third grade, said the reunion was a long time coming. “I know she’s a great player,” Brown said. “I’m excited to see her show why she’s one of the best.”
Williams averaged 12.7 points and 86.2% from the free-throw line last season, but she’s aiming higher this year—with both her game and her brand. She lives with her golden retriever, Deuce, and plans to turn her Ames home into an Airbnb once her college career ends.
For now, she’s focused on silencing critics who said she “fell off.”
“Everybody said Jada fell off,” she said. “So now I’m trying to show you that I didn’t.”
