MiLaysia Fulwiley is not just a burgeoning star in college basketball; she is a trailblazer, fundamentally reshaping the landscape of collegiate sports through her extraordinary talent, magnetic off-court charisma, and, most notably, a groundbreaking Name, Image, and Likeness (NIL) deal that has captured national attention. Her partnership with Red Bull, officially signed on March 19, 2024, made her the first NCAA athlete to be directly signed by the global energy drink giant, a monumental achievement that has set a new precedent in the NIL era.
Fulwiley’s journey to this unprecedented level of recognition began in her hometown of Columbia, South Carolina, where she was a local phenom at W.J. Keenan High School. Her talent was undeniable from a young age; she was called up to the varsity team in seventh grade and went on to win four state championships in her six seasons, ultimately becoming the school’s all-time leading scorer. Rated a five-star recruit by ESPN, she chose to stay home, committing to the University of South Carolina Gamecocks, a program renowned for its dominance in women’s college basketball under the tutelage of legendary coach Dawn Staley.
Her collegiate career immediately took off. In her freshman season (2023-2024), Fulwiley made an indelible mark. She was an integral part of the Gamecocks’ undefeated national championship run, a historic achievement that saw them finish with a perfect 38-0 record. Despite coming off the bench for most of the season, her electrifying play earned her SEC Tournament MVP honors, a rare feat for a freshman. She consistently provided a spark, averaging 11.7 points, 2.9 rebounds, and 2.2 assists per game, showcasing her ability to score efficiently (43.8% from the field, 34.3% from three-point range) and impact the game in multiple facets.
Entering her sophomore season (2024-2025), Fulwiley continued to elevate her game, averaging 11.8 points, 2.8 rebounds, and 1.9 assists. She was recognized as the SEC Sixth Player of the Year, further solidifying her role as a dynamic force off the bench for the Gamecocks. Her highlight-reel plays, characterized by dazzling dribbling, acrobatic finishes, and clutch shooting, have become a staple of women’s college basketball, drawing comparisons to elite guards for her creative flair and instinctual playmaking.
Beyond her on-court prowess, MiLaysia Fulwiley possesses an undeniable off-court charisma that has made her exceptionally marketable in the NIL landscape. She carries a genuine, infectious personality that resonates with fans. Her social media presence is vibrant, showcasing her authentic self, her passion for the game, and her connection with her community. This blend of elite athletic talent and relatable charm has made her a magnet for brands looking to connect with the burgeoning audience of women’s sports.
Her NIL portfolio is a testament to this marketability. Before the landmark Red Bull deal, Fulwiley had already made history in March 2024 by becoming the first collegiate NIL athlete to sign with Curry Brand, Stephen Curry’s signature line under Under Armour. This multi-year partnership led to the release of her signature shoe, the Curry Brand Grade MF12, with “Butta” and “FamLAY” editions, further solidifying her status as a pioneering figure in athletic endorsements. She also secured deals with Intuit TurboTax and Mr. Seafood, a local restaurant chain.
However, it is her partnership with Red Bull that truly cemented her status as a groundbreaking figure in the NIL space. When Red Bull announced on March 19, 2024, that MiLaysia Fulwiley was their first-ever NCAA athlete signing, it sent a clear message: the energy drink giant, known for its deep investments in extreme sports, Formula 1, and global athletes, was recognizing the immense and growing power of college sports, particularly women’s basketball. This wasn’t just another NIL deal; it was a strategic move by a global brand to align itself with a rising star whose energy, dynamism, and rebellious spirit mirrored its own brand identity.
The significance of the Red Bull deal cannot be overstated. It legitimized the commercial viability of collegiate athletes on an unprecedented scale. For Red Bull, known for sponsoring athletes who push boundaries and defy expectations, Fulwiley was a perfect fit. Her electrifying playing style and fearless approach to the game embody the “gives you wings” motto. The partnership goes beyond mere endorsements; it provides Fulwiley with access to Red Bull’s performance centers, their vast network of athletes, and their platforms in areas like fashion, music, and extreme sports, offering a holistic support system for her personal brand and athletic development.
MiLaysia Fulwiley’s impact extends far beyond her individual statistics and NIL deals. She represents a new era for women’s college basketball, an era where athletes are not just celebrated for their on-court achievements but are also empowered to build their personal brands and generate significant income. Her success challenges traditional perceptions of amateurism and highlights the immense commercial potential of women’s sports, which has seen an explosion in viewership and popularity in recent years. She is part of a wave of compelling personalities who are driving engagement and viewership to unprecedented levels, demonstrating that their talent and charisma can translate into substantial market value.
While her time at South Carolina was marked by immense success and groundbreaking NIL deals, Fulwiley’s journey took another significant turn. In April 2025, she entered the transfer portal, ultimately committing to rival LSU. This move, while unexpected by some, further underscores the agency and power now wielded by college athletes in the NIL era. Her decision was likely influenced by a desire for increased playing time and an expanded role as a primary offensive weapon, factors that can outweigh even significant commercial success in one location. LSU’s national profile, coupled with a system that could provide more freedom for her creative offensive game, presented a compelling next chapter for her.
MiLaysia Fulwiley’s story is a compelling narrative of talent meeting opportunity at a pivotal moment in sports history. Her electrifying play, combined with her relatable and charismatic personality, has made her a magnetic figure. Her groundbreaking NIL deal with Red Bull, alongside her partnership with Curry Brand, has not only secured her financial future but has also opened doors for countless other collegiate athletes, demonstrating the vast potential of the NIL landscape. As she continues her career, first at South Carolina and now with LSU, Fulwiley remains a central figure in the ongoing evolution of college sports, proving that a combination of on-court brilliance and off-court appeal can truly break new ground and redefine what is possible for student-athletes.
