Why Brands Are Betting Big on College Athletes as Influencers
The New York Times just spotlighted a movement we’ve had on our radar for a while: college athletes parlaying their NIL rights into powerhouse personal brands.
When the NCAA opened the NIL floodgates, most people expected the biggest benefits to go to star football and basketball players. But it’s not just the marquee names winning; gymnasts, swimmers, and even walk-ons with strong personal brands are landing major deals too. Fast‑forward, and the partner list looks more like a luxury‑car lineup—Lamborghini, Corvette, Giorgio Armani, Ralph Lauren—proof that big names now see student‑athletes as the ultimate bridge to Gen Z.
Why the rush? Engagement. Traditional influencers hover between 1–3 percent (5 percent is the gold standard). Student‑athletes, per Dreamfield’s data, are pulling 10–15 percent on average, with a few standouts flirting with 30 percent. That’s the sort of ROI that makes a CMO’s pulse race.
Leading the charge is Article 41, founded by Vickie Segar and Benjamin Gildin. Self‑funded, 13 full‑timers, 24 paid interns, and a multi‑million‑dollar personal investment later, the duo has already launched the social profiles of 70‑plus athletes and coaches. Their latest play? A bold partnership with the University of North Carolina aimed at turning all 850 Tar Heel athletes into bona‑fide influencers.
Even better, Segar says the NIL arena is seeing bigger investments in diverse creators than anything she’s experienced in a decade working with traditional influencers.
Ready to see who’s already cashing in? Take a look at four collegiate athletes who have kickstarted their influencer careers with various high end brands below.
Athleta and UNC gymnast Bella Miller: At just 22, UNC gymnast Bella Miller is partnering with Athleta to bring strength, confidence, and authenticity front and center.
Giorgio Armani and Miami football quarterback Cam Ward: Giorgio Armani teamed up with Cam Ward, who brings his “Look good, play good. Smell good, play good” mantra to life as the face of Acqua Di Gio.
Nautica and LSU gymnast Olivia Dunne: Nautica tapped LSU gymnast Olivia Dunne as the face of its spring campaign, blending athletic performance with everyday style.
Coach and Auburn basketball star Tahaad Pettiford: Auburn’s Tahaad Pettiford stars in Coach’s Soho sneaker campaign, blending athletic skill with effortless self-expression.
