5-star SG Jordan Smith Jr., UCLA’s Sienna Betts ink NIL deals with New Balance
New balance adds NIL to its list of athletes. The shoe brand has signed NIL deals with three rising basketball stars.
UCLA freshman Sienna Betts2026 5-star shooting guard Jordan Smith Jr. and 2027 Five Star Plus+ women’s basketball shooting guard Haylen Ayers all partnerships signed with New Balance. They join notable names such as Cooper Flagg, Cameron Brink And Kawhi Leonard as part of the company’s listing.
“Introducing three of basketball’s brightest rising stars: Sienna Betts, Haylen Ayers and Jordan Smith Jr.,” New Balance wrote. “The future of gaming lies in New Balance.”
Smith, replaced by Klutch sports groupmade three official visits during his recruitment. He recently visited Kentucky For Big blue madness after having already traveled to Duke And Arkansas. He is the third player in the 2026 cycle, according to Rivals Industry Ranking, and announced his top six in August.
“I look forward to a partnership that feels more like a family,” Smith said in a statement to On3. “New Balance’s culture is individuality. It stands out from the rest. I love it.”
Additionally, the five-star shooting guard is one of the hottest recruits in the cycle. Smith has an On3 NIL valuation of $1.4 million, which ranks third in the high school basketball NIL rankings. This also places Washington, DC at 65th in the On3 NIL 100, the first of its kind and the de facto NIL ranking of the top 100 high school and college athletes ranked by their On3 NIL assessment.
“Being part of the New Balance family is such an honor,” Smith said. “I grew up in Washington DC, where New Balance was the official shoe of DC. I feel like I’m dressing for my city.”
Betts – younger sister of UCLA star Lauren Betts – prepares for his first season at UCLA after a remarkable career at Aurora (Colo.) Grandvue. She comes to Westwood as a five-star prospect and the No. 3 overall player in the 2025 cycle, according to the Rivals Industry rankings.
Betts has already signed a high-profile NIL deal with the Unrivaled 3-on-3 women’s basketball league. She joined her sister, along with stars Azzi Fudd, Flau’jae Johnson And JuJu Watkinsas part of NIL activation.
