Jones was named most outstanding player of 2021 NCAA Tournament.

“I am so excited that Haley has chosen to partner with us. Haley is a woman with confidence, grace, and a clear understanding of who she is and how she wants to represent herself to the world. I am looking forward to watching her blossom on the court and beyond. She is a true Funky Junky,” said Renee Morris, CEO of Uncle Funky’s Daughter, which was founded in 2019.

“I love being able to inspire the next generation and help them work through problems and give them a role model that I didn’t have,” Jones said in a statement.

Uncle Funky’s Daughter, which is a black and woman owned brand, says the goal is to encourage youth to celebrate their individuality and uniqueness and embrace the beauty of their curly and textured hair with natural hair products that love them back.

College athletes can now monetize their name, image and likeness through changes in NCAA rules. Brands such as Degree and European Wax Center have created similar college athlete marketing campaigns.