This post was updated Aug. 25 at 9:11 p.m.

UCLA football has often lagged behind Westwood’s sporting giants.

Women’s soccer enters its inaugural Big Ten season as favorites to claim the conference title, and softball is a perennial national contender.

Coach DeShaun Foster’s unit is joining a conference dominated by collegiate football titans including Michigan and Ohio State and is ranked No. 15 out of 18 schools in the preseason.

When asked if his program had previously flown under the radar in regard to national media, Foster had an answer.

“Most definitely,” he said.

But a shift at the helm has signaled a turn of the tide for UCLA’s prospects.

A number of factors contribute to the pundits’ assessment – the probable foremost of which is the program’s recruiting ability.

Although Southern California is widely touted as a hotbed of football talent, producing many of the best players in the country, UCLA has often struggled to capitalize on its own backyard. If anything, the exodus of the region’s top football talent is especially pronounced.

California’s top two 2025 high school recruits – both of whom live within a two-hour radius of UCLA – committed to out-of-state colleges: No. 25 Dijon Lee Jr. of Mission Viejo to Alabama and No. 46 Adonyss Currie of Quartz Hill to Texas A&M.

“If you go through the last few years, there’s been a lot of talent leaving California, leaving LA,” Foster said.

Although UCLA has historically boasted elite recruiting classes, its strength has faltered in recent years – perhaps a grounds for dismissal from football analysts.

But after Foster took the post in April, UCLA landed several star recruits, including Madden Iamaleava – a 2025 four-star quarterback ranked No. 81 overall by ESPN.

UCLA’s 2025 recruiting class is now No. 31 in the country and No. 8 in the Big Ten, a marked improvement from a 2024 class ranked No. 90 and No. 18, respectively.

Compared to other Big Ten schools, the Bruins offer many of the best opportunities outside of football for student-athletes, especially with the emergence of name, image and likeness.

Former head coach Chip Kelly seemed indifferent about harnessing the potential of NIL. UCLA’s NIL status was deemed in “poor condition” as late as last December, despite the school’s prestigious academic status and prime location for athletes to capitalize on brand deals and sponsorships.

Foster, however, is singing a slightly different tune.

“Now that we’re in the Big Ten, I can promote that we’re going to play against these people, you’re playing against top talent,” Foster said. “You can still come to the school, in this market, with the academics that we have.”

Foster continues to make UCLA an enticing environment for recruits by increasing the star power of his staff.

“It’s a new, pro-style offense,” said junior running back T.J. Harden. “We got some NFL coaches. … It’s pretty complicated, but the guys are getting it together.”

Foster ushered in associate head coach and offensive coordinator Eric Bieniemy, who served 16 years coaching in the NFL and has two Super Bowl rings to his name.

Redshirt junior wide receiver J.Michael Sturdivant said Bieniemy’s experience has helped him learn.

“EB’s (Bieniemy’s) playbook is definitely a different one for me,” Sturdivant said. “He’s been a great teacher.”

With a brighter future in sight, UCLA may become a beacon for top recruits.

“I’m excited for it, because I know the sky’s the limit,” Foster said.