The GIST: Last week, Good Eat’n — a plant-based snack brand launched by NBA legend Chris Paul — announced that WNBA phenom Paige Bueckers joined the company as an equity partner and will launch her own new snack called Ragerz.

• This is a savvy marketing response to several trends converging among Gen Z consumers: They love snacks, especially ones that are health-conscious and celeb-approved. And Bueckers fits into this narrative beautifully, something other legacy snack brands are noticing as they try to win favor with younger generations. Getting hungry.

The trend: Zoomers tend to snack more frequently than other generations, but they often seek healthy options. At the same time, Gen Z consumers are excited by snacks with a twist, whether it’s bold flavors or a nostalgic callback. They are also highly influenced to buy according to what they see on social media, prompting brands to partner with celebs and influencers.

• Paul’s brand basically checks all these boxes, as does Bueckers’ new product release. Competitive edges, like wielding influencer power and catering to health-conscious consumers, allow an upstart brand like Good Eat’n to break into a market saturated by snack giants.

The context: Historically, major snack brands have partnered with the NBA and recruited its stars to promote new products. The sector has branched out to include W players in recent years, like Ruffles’ partnership with A’ja Wilson or Angel Reese’s extensive work with Reese’s.

• However, influencers have begun to realize the power of their own brands: YouTubers Mr. Beast and Logan Paul famously entered the snack sector successfully. Chris Paul and Bueckers may initially be known for balling, but their coolness makes their snacks worth buying — not to mention the unparalleled trust consumers have in athlete ambassadors.

Zooming out: For those involved in the consumer packaged goods game, it’s a smart play to tap Gen Z women athletes to advertise products. And although athletes typically promote healthy foods, the cultural influence of women athletes is also being recognized to promote casual, less-healthy snack options that are prominent in pop culture.

• Brands are successfully using athlete friendships (and relationships) to promote products — fans raved over seeing Reese and Bueckers hang out while promoting a unique crossover between Reese’s and Oreos, while Bueckers’ April ad for Oreo Cakesters featuring now-girlfriend Azzi Fudd played on their longtime chemistry. A match made in heaven.

No. 3 seed Wisconsin volleyball swept Eastern Illinois and North Carolina in the first two rounds of the NCAA Tournament on Thursday and Friday at The Field House, setting up a Dec. 12 date with No. 2 seed Stanford in the Sweet Sixteen. 

Eastern Illinois

Wisconsin swept Eastern Illinois in three short sets Thursday night at the Field House. The Badgers held the Panthers to a .022 shooting percentage while Wisconsin raked in 47 kills on 85 attempts. 

The Badgers found incredible momentum in set one, recording separate 4-0, 8-0 and 5-0 runs against the Panthers. Outside hitter Mimi Colyer recorded six kills in this set, two of which came in the final four points for the Badgers. 

Wisconsin outside hitter Grace Egan ended the set with a kill of her own, capping off  a commanding 25-11 victory. 

Wisconsin pulled away from Eastern Illinois quickly into the second set as well. The Badgers recorded four service aces during this set, two coming from setter Charlie Fuerbringer late. 

When the Badgers went up 19-6, they didn’t allow the Panthers to record another point. Set two ended 25-6 in favor of Wisconsin. 

The third set was the most competitive of the night. Badgers tallied kills across the board, including ones from Colyer, Egan, Fuerbringer, outside hitter Una Vajagic and middle blocker Alicia Andrew. 

Wisconsin head coach Kelly Sheffield slowly worked his bench into the game as the set progressed. Sophomore libero Maile Chan and freshman outside hitter Madison Quest saw action halfway through set three. 

Middle blocker Carter Booth recorded back-to-back kills that put the Badgers ahead 15-9. Andrew and Fuerbringer then made a pair of big-time blocks down the stretch before a kill from sophomore middle blocker Tosia Serafinowska gave Wisconsin the 25-19 win. 

“You certainly don’t go into the match thinking you’ll empty the bench,” Sheffield said. “We have a lot of people who work hard and when an opportunity presents itself in the NCAA Tournament where you can add year played to their experience, especially in the Field House, that is pretty special.”