Get to Know Bella Hines, the Young Basketball Star That Jordan Brand Just Signed to a NIL Deal

Jordan Brand has just added a promising young basketball star to its athlete roster: Bella Hines.

The 5-star recruit, who has committed to play college basketball at LSU in 2025, is now part of the Jordan Brand family. Terms of the deal, however, were not disclosed.

Speaking with FN, the 5-foot-9 guard described herself as a three-level scorer, and because of her midrange game, offered college star Paige Beuckers as a player comparison. Before leaving for ABC Prep in May, Hines scored 2,409 points in just three years at Eldorado High School in Albuquerque, N.M., becoming its all-time leading scorer regardless of gender.

Because she is from Albuquerque, a smaller city that isn’t in the spotlight often when it comes to sports, Hines believes she brings a different type of swagger to Jordan Brand. “Where I’m from, not a lot of people have this opportunity, so I feel like I bring hunger and grind. I feel like I bring a different type of spice to Jordan,” Hines explained.

She also admitted that coming from a smaller city, which often comes with detractors, that she plays with a “pretty big” chip on her shoulder.

“I want to prove myself to everyone and show them that no matter where you’re from, if the city you’re from is small or big, you can still make it out. If you work hard and you put your mind to it, anything is possible,” Hines said.

Hines and her family first connected with Jordan Brand in February via Zoom, and not long after, the young hooper was connected directly with Jasmine Jordan, the daughter of NBA icon Michael Jordan, who has been integral in recruiting the female athletes the brand has signed.

“They gave me a whole rundown of the type of brand they are and the culture they have. After we had those conversations, I knew it was the brand I wanted to work for,” Hines said. “Being one of the few players that has signed with them is just such a blessing.”

Though Jordan’s role at Jordan Brand has changed since their first conversation, now holding the title of neighborhood manager of marketplace, Hines said the communication with her has not waned.

“Being able to have a relationship outside of just an athlete and somebody who works for the brand, it means a lot to me,” Hines said. “I’m really glad that I was able to find a more of a family-based brand to work with.”

Family is something important to the young athlete. She admitted her parents, Josh and Michelle, keep her grounded (also calling her dad her “travel buddy”), and that she is very close with her younger sister, Baleigh, and her brothers Jakobi and Juju.

Her family also played a critical role in the decision to play college basketball at LSU. Other schools that were high on Hines’ list were Iowa and Arizona.

“Being so far away from Albuquerque, it was hard to realize I’m going to have to leave my family at some point. But being out there and building a bond with Coach [Kim] Mulkey and the assistant coaches made me feel comfortable. Even my family was like we can picture you coming here and come watch you,” Hines explained.

Though the deal is new, Hines is well versed in all-things Jordan when it comes to shoes. When she’s not hooping, she is often in the Air Jordan 4. And when she’s lighting up a helpless defense, she’s wearing the Zion 3, the signature shoe of NBA star Zion Williamson.

“They fit my foot really well, they have the best comfort and the grip is amazing. Those are my definitely favorite shoes,” she said.

Now aligned with the brand, Hines said she’d like to help it make further inroads with not only women, but high school girls as well.

“I know there are girls out there that are 10 times hungrier than some of the people that have already signed with other brands. I just want to see the women’s side grow more and build the culture of Jordan Brand completely,” Hines said.

About the Author

Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.