Kiki Rice Debuts Air Jordan 38 in NCAA Tournament

UCLA Bruins guard Kiki Rice made sneaker history by debuting the Air Jordan 38 in the NCAA Basketball Tournament.

On Saturday afternoon, the UCLA Bruins faced the South Carolina Gamecocks in the Sweet 16 of the NCAA Women's Basketball Tournament. The highly-anticipated matchup featured two of the game's rising stars, and Jordan Brand was not going to let the opportunity go to waste.

In October 2022, UCLA freshman point guard Kiki Rice made history by becoming the first-ever ever athlete to sign a name, image and likeness (NIL) deal with Jordan Brand. 

The freshman sensation is not done making sneaker history. During Saturday's game, Rice debuted the Air Jordan 38. The brand has kept the unreleased basketball shoe under wraps until now.

Air Jordan 38

Kiki Rice during warmups / @UCLAWBB

It has been almost four decades since Michael Jordan's legendary Air Jordan sneaker line took flight, and the flagship model is now in the hands of a 19-year-old hooper in Westwood, California.

Jordan Brand has not yet released any official images, tech specs, or release information for the Air Jordan 38. However, it is clear from the images that the brand has created yet another classic performance basketball shoe.

The Air Jordan line always launches in Chicago Bulls colors, and this installment is no different. The shoes feature a breathable black knit upper with white leather overlays. Unmistakable red accents pop off the side of the outsole.

Jordan Brand

When discussing college basketball, the conversation always begins and ends with the UCLA Bruins. The same can be said about sneakers and Jordan Brand. So, it was only natural for the two titans to team up in December 2020.

Throughout the season, Rice and her teammates have wowed sneakerheads with their player-exclusive Jordan sneakers on the court. The Bruins have worn models from the signature lines of Luka Doncic, Zion Williamson, and UCLA legend Russell Westbrook.

The game has changed a lot since "His Airness" roamed the hardwood with supremacy. Not only has the play style evolved, but so have the stakeholders. Under the instrumental leadership of UCLA Athletic Director Martin Jarmond, the school has built one of the best NIL programs in the nation to empower a new generation of student-athletes.

For many fans, the rapid changing of the guard might come as a surprise. However, progress is nothing new on the campus of UCLA - and right now, Rice and Jordan Brand are at the center of it.

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