Jackson Shelstad has become the face of Oregon Basketball. With his jaw-dropping dribble package and shifty mid-range, Shelstad is a killer on the court. If you haven’t seen his game, you are definitely missing out. However, his off-court package is what makes him stand out. With just over 26k followers, plus collaborations with local brands, Shelstad is becoming a certified baller in the name, image and likeness space.
In this blog, I will examine Shelstad’s brand image and how he capitalized on his brand awareness.
Shelstad’s Rise to Fame
Shelstad’s journey began before his time at Oregon. Coming out as a four-star recruit, Shelstad was ranked the 36th best player in the ESPN 100 rankings. He also played for Team USA in the Nike Hoop Summit and was part of the 2023 Jordan Brand National Team (Oregon Men’s Basketball 2025). Not only were his stats incredible, but his commitment to Oregon made him stand out. From West Linn, OR., Jackson Shelstad wanted to play for his hometown team. In 2021, Shelstad committed to the University of Oregon, and the rest is history.
Shelstad instantly jumped off the court. In his freshman season, he received a PAC-12 All-Freshman Team selection. On top of that, he started 30 games and averaged 12.8 points per game. Last year, he received votes for Third Team All-Big Ten, had six 20-point games, and led Oregon to the second round of March Madness (Oregon Men’s Basketball 2025). With his dynamic play, Shelstad has quickly become a rising star for the Oregon Ducks.
Shelstad’s Soaring Brand Image
With his stellar presence on the court, Shelstad’s brand image reached new heights. Fans, brands, and teams were engaged with Shelstad’s stardom. Shelstad gained 26.6k followers on Instagram, paying homage to local brands in his community. In October of 2022, Shelstad collaborated with Portland Gear. In doing this, he became the first-ever high school athlete in Oregon to sign an NIL deal (Portland Gear, 2022). This deal represented Shelstad’s commitment to the state of Oregon, which resonated with his community. This further elevated his fandom, leading to partnerships with Settlemiers Jackets, Mondelēz, Celsius, Marriott, and KLUTCH Sports Group (Boardroom, 2023).
Shelstad also partnered with Chips Ahoy for a March Madness campaign. Known for being a fan of Chips Ahoy, he partnered with a company that resembled his identity. By staying true to his roots, he created authenticity, driving brand awareness (Shultz, 2023). With all of this off-court success, Shelstad has received over $102k in NIL money.
Jackson Shelstad’s partnerships have shown that having authenticity is key to navigating a brand. By understanding his local community and partnering with his favorite childhood snack, Shelstad has shown that he is more than just an athlete – he is human. Shelstad’s vision, both on and off the court, has turned him into a budding star. With this approach, Jackson Shelstad is creating the blueprint for the future of NIL.
Building connections and making an instant impact is the key to working in sports. If you don’t have these skills, you won’t succeed.
This statement captures what it takes to work in sports, and Jaeden Gordon embodies these traits. Currently a Project Manager at Oregon Accelerator, a student-run organization at the University of Oregon that centers on supporting athletes with their name, image, and likeness, Jaeden understands what it takes to thrive in the sports industry.
Jaeden brings knowledge, expertise, and charisma to the Accelerator team. With experience as a Recruitment Intern at the University of Oregon Athletic Department to countless years working with athletes, Jaeden understands the importance of managing the brand of college athletes.
Last week, I had the pleasure of talking to Jaeden. In our conversation we discussed how he entered the sports industry, what led him to study Public Relations, what it takes to work in NIL, and the future of athlete branding.
Jaeden’s Journey Into Sports Communications
Jaeden always had an itch for sports culture. He grew up in a household that embodied the importance of sports and found pride in their teams. However, it wasn’t until he played sports that he fell in love with the thrill of the game.
“I had played many sports growing up. I played football, I wrestled, I ran track, and I played baseball.”
However, Jaeden was always interested in storytelling. Shaping narratives, being personal, and using sports as a creative outlet, are what changed the game for Jaeden. The young athlete found love in sharing stories and using sports as a tool to express this interest.
“I remember when I was younger, I went to a high school football game and I had asked the PA announcer if I could get on there and call a couple downs. And you know, from then on, I just always wanted to tell sports stories.”
This love for creative storytelling and shifting narratives led Jaeden to the University of Oregon, where he is now a senior majoring in Public Relations with a minor in Sports Business. His spark for Public Relations came when he was younger.
“What really inspired me to pursue a public relations degree was just being younger, always being talkative, always wanting to get to know people at a young age. You know, just being infatuated with sports and just seeing how people navigate through their daily lives and just kind of self-narrating their journey.”
Jaeden always had the creative tick to tell stories and highlight athletes’ passions. However, it wasn’t until he entered the University of Oregon that he discovered his true passion for helping athletes.
Image Credit: via Jaeden Gordon
Jaeden’s Path to Empowering College Athletes
When Jaeden began his time at the University of Oregon, he was immediately drawn to the School of Journalism and Communication (SOJC) and the Athletic Department. He instantly applied to be a Recruitment Intern for the University of Oregon Athletic Department, and immediately succeeded in his role. Throughout his time working with athletes and coaches he learned valuable lessons.
“I would say, just be a sponge. Never be afraid to learn. And you know, the piece of advice that I would say is just talk to as many people as you can and really be confident because those industries are tough. You really have to rely on your confidence and not be afraid to talk to people.”
Off the bat, Jaeden learned the importance of not being afraid and soaking up information. With sports being a difficult industry to break through, Jaeden learned helpful tools to maximize his potential. As he spent more time at Oregon, Jaeden found his passion for storytelling. This allowed him to transition into his Operations role at Oregon Accelerator.
“Helping [athletes] develop their voice, capitalizing on their skill sets, their strengths, their specialties. It can be on the field and off the field, but really helping them produce their name, their image, their likeness. So helping them generate a voice to be able to capitalize on opportunities, to generate revenue for them, generate opportunities, networks, connections.”
These are all tools that Jaeden built upon throughout his time at Oregon Accelerator, to help athletes grow their brand. However, he transitioned into a role that was beyond his skill set—operations. Jaeden jumped right into operations so that he could expand his expertise. Instead of writing press releases or blogs, he decided to expand his game to a new level.
“The operations role really allowed me to use my voice and connect the different departments at Oregon Accelerator…And that really gave me my skill set. That gave me the opportunity to showcase my strengths in terms of public speaking, networking and communication and just cohesiveness, just allowing people to be on the same page.”
Jaeden used this opportunity and has flourished. With two years at Accelerator, Jaeden has worked with a plethora of star-studded athletes, has hired workers with a strategic mindset, and has committed to the growth of Oregon Accelerator.
Image Credit: via Jaeden Gordon
Jaeden on the Future of NIL and Athletes Brand Management
Throughout his time at Oregon Accelerator, Jaeden has harnessed new tools for understanding NIL and representing student-athlete brands. In particular, he has learned about the importance of brand management. As a former athlete, Jaeden has stressed the importance of keeping a high-profile brand image.
“You have to be able to manage your brand because you are a brand yourself. When people see you doing things, when people see you playing your sport on the field or running on the track, you’re creating a brand just by people tuning into what it is that you’re doing.”
Working within the realm of NIL gave Jaeden this perspective. Navigating your brand, especially as a student-athlete, is a difficult task. It can be daunting to continuously do the right thing, or lead with confidence, but these are the steps athletes must take to succeed.
Jaeden also has expertise when it comes to the NIL landscape, and what athletes need to do to succeed. As he began his career at Accelerator, NIL was just starting to blossom. With this knowledge, Jaeden believes that the name, image, and likeness landscape still has room to grow.
“I believe that college is trending into a mini-professional league. It just needs to [have] a cap on [it] to put some things into control…Because it doesn’t matter if you’re a football player, or basketball player, or lacrosse player. All these athletes make the university special.”
With the rise of NIL, Jaeden believes that there should be a cap on how much athletes should make. With NIL expanding, and athletes making profits, it is turning college sports into a professional league. This is a constant conversation that is debated between professionals working within the collegiate space, but an interesting one when it comes to the future of NIL.
Image credit: via Jaeden Gordon
The Future of Jaeden Gordon
With Jaeden Gordon in his senior year at the University of Oregon, the Public Relations specialist has a future that is committed to seeing athletes succeed. Whether this is through supporting athletes with elevating their branding, participating in operations at an organization, or supporting up-and-coming athletes with their NIL opportunities, Jaeden has the power to elevate the sports industry.
In our conversation, Jaeden touched on three tools aspiring Public Relations professionals can develop if they are interested in working in sports.
“Number one, communication. Don’t be afraid to reach out to people. Don’t be afraid to just get to know people. Because in PR, what today’s problems become tomorrow’s stories. And so just don’t be afraid to get to know people. Getting to know people makes for an incredible story.
Number two, I would say just networking on LinkedIn. I can’t tell you how many times LinkedIn has helped me, you know, connect with people and, and just even get a look at jobs, whether I got them or not. Just the fact that someone could even consider me to apply for a job means that there’s potential and there’s recognized potential in me, even if I don’t recognize it in myself.
And then three, just find a way to be creative. Because it doesn’t matter what it is or what it looks like, if you’re finding a way to be creative, you’re going to stay relevant…You need to find a way to stay relevant. If you’re not finding a way to stay relevant, then you know you’re going to get left behind, especially with PR and the public.”
Image Credit: via Jaeden Gordon
Main Takeaway
Having a conversation with Jaeden was a transformative experience for me. Listening to someone who has used his voice and expertise to support student-athletes is a refreshing site to see, especially in a difficult sports industry. As someone who is interested in working in sports, talking with Jaeden was extremely helpful. Learning about how to navigate your brand, understanding tips for how to expand athletes’ NIL opportunities, and listening to his story, has been beneficial for me.
The conversation made me think about my future in the sports industry and the steps I need to take to grow my brand. It will be exciting to see what Jaeden does within the sports industry in the future. With knowledgeable expertise in college athletics, branding, and operations, the rising Public Relations Professional has a bright career ahead of him.
To follow along with Jaeden’s future work, please visit his website and connect with him onLinkedln.
Life always has a time limit. No matter what happens, each day will pass and new opportunities will occur. Yet, some people can create a lasting legacy, while others fall by the wayside. This mantra is the same for sports. Stars come and go, careers end, and people forget about athletes.
But what if this was different? What if athletes could create a brand outside of their sport? We see a select few athletes within the professional world master this craft. Whether this is through creating their own brand, participating in advocacy work, or becoming stakeholders within the media. But not all athletes can succeed with this venture and they are left to be forgotten forever.
Sports may not last forever, but your brand will. In today’s blog, I will discuss three ways post-college athletes can elevate their brand reach outside of the game. Whether this is through community work, showcasing their passions, or leveraging their persona, post-college athletes can be seen as more than playmakers—they can become icons.
Tip #1: Build a Personal Brand Portfolio
To showcase that you are more than just an athlete, it is important to create a portfolio that speaks to your personal brand. Personal branding is the key that allows people to notice who you are. According to E*TRADE, “your personal brand is the sum of people’s perceptions of you: your background, achievements, values, and authentic essence of who you are.” Building a portfolio allows future employers or fans to see your true self. Instead of presenting yourself as an athlete, you can showcase who you are beyond the field.
If you are a professional athlete you may be wondering, how do I create a Personal Brand Portfolio? Well, it’s a simple process. First, you can create a website or resume. Then you can highlight your specific achievements away from your sport. For example, you can discuss NIL campaigns that you have worked on, clubs or activities, and passions that you have. If you don’t have experience within these areas, that is also okay! There are so many opportunities to explore your interests. Just like building your craft, you have to be committed to building out your future.
Image Credit: Butler, D. (2022, September 13). Icon Source | Blog | Building your Athlete Self-Brand. Icon Source. https://iconsource.com/blog/athlete-branding/
Tip #2: Become a Thoughtful Influencer
When I say influencer, I don’t mean speaking in front of a camera. Being an influencer is about influencing the people around you. Whether this is through supporting your community, speaking on panels, or starting a blog, these are all ways in which you can spread your expertise to others.
Being an athlete, especially a college athlete, comes with its challenges and people want to know your story. Finding creative outlets that support the people around you is a great way to build your brand beyond the game. At the end of the day, you want to be known for the tips and knowledge that you share. These pieces of knowledge outweigh the progress that you have made on the field. By supporting your community and influencing the people around you, you can build a brand that creates change.
Image Credit: NCAA.org. (2024, March 14). North Dakota, Salisbury and Coker student-athletes earn NCAA Community Service Award. NCAA.org. https://www.ncaa.org/news/2024/1/31/media-center-north-dakota-salisbury-and-coker-student-athletes-earn-ncaa-community-service-award.aspx
Tip #3: Build Your Brand
Out of all of the steps, building your brand is the most important. Most of the time, the people who watched you play only know you by your stat sheet. They probably don’t know your hobbies, your skills, or your personality. Building your brand is your opportunity to show the world who you are. It is also an opportunity to showcase what you want to pursue in the future. For example, many athletes pursue social media, fashion, entrepreneurship, or complete advocacy work. Focusing on an area that speaks to you, and working on it, will build your craft but also your reputation. People will gravitate to what you are doing if you present a unique and thoughtful perspective.
According to the University of Costa Rica, “athlete brand authenticity can be defined as a uniqueness, originality, and character strength an athlete owns in people’s opinion. Uniqueness represents an athlete’s distinctiveness that differentiates him/her from others.” Creating an authentic brand, that is true, will help create trust between you and your audience. This is a lesson that can be used for athletes, but also within life. Working on something that speaks to you, and connects with your passions, will not only elevate your brand but help build your character.
Being a college athlete is a special endeavor, but it doesn’t define you. By building your brand, being thoughtful, and taking the actionable steps to build out your portfolio, you can elevate your game beyond the field.
What do you think of when someone says the word, data? Do you think of long numbers and convoluted spreadsheets? Well, that’s what I thought about. But data is more than just numbers, it’s a way of telling a story. How people place numbers, quotes, and text on a screen helps convey meaning. So, why is data so important and why am I talking about data in an NIL blog? Well, data is used in the world of sports all the time. What makes the scoreboard click, calculating shooting, win-loss percentages, these are all generated by numbers.
However, not everyone is interested in data. Some people are interested in how that data looks and how the story is told. That’s where infographics come into play. Infographics help tell the story of data in bite-sized pieces. According to Adobe, “an infographic is a clear and visual representation of data and information. Leaning on elements like imagery, symbols, charts, and diagrams, an infographic can make complex ideas easy to understand.” Infographics help shape the identity of the data and make it visual for a vast audience.
But, how do infographics tell the story of NIL? In this article, I will analyze two infographics that effectively communicate data and show how athletes can improve their brand.
The first infographic that I will be analyzing is an infographic from Vistex. Vistex is a company that collects data and helps companies with their management solutions. Although the company doesn’t solely focus on sports, they do a great job of setting the scene and showing the growth of sports and branding through their data. Vistex completes all of the right steps in terms of its infographic. They have an engaging headline, colorful imagery, and factual data. As a reader, I know right off the bat what the company is trying to disclose to me.
To analyze the positives of this infographic, Vistex shows the reader exactly what they want to see. The infographic shows relevant statistics about what is going on in NIL. In particular, the company uses percentages and quotable information to give the reader a better grasp of the NIL landscape. They also use graphics and pictures of current student-athletes, bolded lettering, and captivating colors to hook the reader. As the target reader, I am easily able to understand that Vistex wants me to learn more about what NIL is and how it will shape the future of collegiate sports.
Although the infographic is useful, there are still some areas to improve upon. When it comes to infographics it is important to be short and to the point. It should be easy for the reader to take a glance and understand immediately the call to action. For this infographic, it is difficult to fully read their graphic. It is quite long and it is not compatible for someone on a mobile device. To read the infographic you have to be ready to scroll, which for the average consumer is quite difficult. The infographic also jams a lot of information onto one page. It would be helpful to see each area organized into different tables, or limited to a few hard-hitting sections that gets the point across.
Overall, the infographic does a great job of informing new athletes or sports fans about the NIL process. The NIL landscape can be complicated, so it is important to have an infographic that informs readers about this process. With a few tweaks, Vistex could have a fierce infographic that informs readers about NIL.
Who doesn’t love a linear step-by-step infographic? I sure do! This infographic from the media platform Global Sport Matters (GSM) does an amazing job of breaking down the data in the infographic. Immediately it’s noticeable that GSM understands their audience. They know that this infographic is centered towards student athletes and they try to make it engaging for that audience. As an athlete, it is important to have a clear path in how to navigate NIL, and having an accessible infographic with this information is the key to success. Instead of focusing on charts, graphs, and fancy words, the infographic is straight to the point. This allows athletes, who are always on the go, to have informative information by their side.
The infographic by GSM instantly draws the reader with its catchy headline. Using numbers and descriptive language to hook the reader is always the way to go when writing an article, infographic, blog post, etc. The look and feel of the infographic is also made to perfection. The infographic is a perfect length, the images correlate with each step, and the words are accessible to a variety of readers. If I wasn’t a sports fanatic or a student-athlete, I would still understand what this infographic is trying to convey.
Although this infographic is flawless, in many senses, it still has minor problems. One of the main issues I have with the infographic is that there is not a clear call to action. What do you want student-athletes to do with this knowledge? Where should athletes go for more help? These are all helpful tools and pieces of information to put onto an infographic as it gives the reader a purpose. The infographic also lacks data. When creating an infographic you have to set the scene. In doing this you can use quotes, factual data points, or graphs. This helps back up the claim and gives more evidence as to why readers should follow the steps that are outlined.
Making informative infographics is a hard task, but it can be done. With NIL being so new, especially on a national scale, it is hard to grab data and statistics to tell a story. However, with deep research, understanding of the environment, and great storytelling this task can be done. In creating my work, when it comes to infographics, I will try and use captivating data, imagery, and headers to captivate my audience. It will be interesting to see how the future of NIL transforms storytelling, and how data and infographics can be used to narrate that story for future athletes.
We always hear about the athletes who are able to capitalize on their name, image, and likeness. These athletes have deals with top-tier brands while still optimizing their on-court presence. But no one tends to talk about the other side—the athletes who have hindered their brand because of NIL.
In this article, I will discuss a set of twins who have limited their brand because of poor name, image, and likeness choices and what this means for their brands’ future.
Hanna & Haley Cavinder
The Cavinder Twins have created an influential brand within the NIL landscape. Both twins began their collegiate career at Fresno State, and they made an immediate impact. The sisters received All-Mountain West Conference selections, Hanna Cavinder won the Mountain West (MW) player of the year, and they were the first freshman to be named to the MW All-Conference team at Fresno State. With their impactful play on the court, the twins garnered great success. Throughout 2020, their social presence skyrocketed. The twins posted content about their day-to-day life, basketball, and fitness. The Cavinder Twins reached over 420k followers on Instagram, created their own app, and partnered with some of the top brands such as: Under Armour, Caktus AI, and Ghost Energy.
To elevate their image to another level, the twins decided to transfer to the University of Miami. As Miami is an influencer hub, the Cavinder Twins believed that their social media and on-the-court presence would grow. The sisters were able to create stable success at the University of Miami, however, their on-the-court play was shadowed by their off-the-court presence. The twins decided to retire from basketball after the 2024 season to focus on their branding. This received immediate backlash from their fans and women college basketball fans. According to The Athletic, in 2021 the twins signed with World Wrestling Entertainment (WWE) to help grow their brand and to capitalize off of their NIL. Fans then believed that because of this signing the twins were hoping to build their brand off of the WWE. The twins debunked these claims and highlighted that they wanted to retire from basketball so that they could pursue their business ventures and their brand.
Through analyzing the Cavinder Twins brand, it seems as though they have done a great job of building up an audience who is interested in the content that they produce. However, it is difficult to see how the twins can continue to sustain success in a developing industry. The twins relied heavily on being twins on the court, so it may be difficult for them to continue notoriety off of it. The twins also received backlash and a lack of trust from their audience, which diminished the validity of their brand.
The Cavinder Twins also diluted their brand image by partnering with too many brands that didn’t speak to their identity. In particular, the twins partnered with the brand Caktus AI. According to Front Office Sports, the twins received backlash from partnering with this brand as there were accusations that the company used its platform to promote plagiarism practices. Although these are all ‘alleged’ claims, it’s still not the best company to partner with, especially as student-athletes. The twins also dealt with their brand outpacing their athletic performance. A select few college athletes can generate growth on and off the court with their brand. However, the Cavinder Twins were able to sustain great success through their brand but not through their on-the-court play. This raises some questions if the Cavinder Twins will be able to sustain the same success, even away from basketball.
What the Cavinder Twins Represent for the Future of NIL
The Cavinder Twins are a great example of athletes who prioritized NIL over basketball. Even though this is great, it is difficult to see long-term success for their image. Many times athletes have different areas that allow them to stand out. Whether this is through their on-the-court play, their personality, or hobbies. The Cavinder Twins relied heavily on their on-the-court play to sustain notoriety, so it may be difficult for them to attract a future fanbase and have prolonged success in their industry. This is helpful for future athletes who are hoping to maximize their brand. It is always important to have different areas that make you special and to highlight those qualities. This will allow your target audience to be engaged with who you are as a person, and stick with you as you navigate your brand. It will be interesting to see the future of the Cavinder Twins brand, and how it impacts the future of NIL.
JuJu Watkins is a household name in women’s college basketball. The University of Southern California guard is arguably one of the best players in the country. If you haven’t watched her play, you are missing out. With her dynamic playmaking ability, sturdy defense, and inspirational leadership, Watkins is a playmaker on the court. However, her off-the-court presence elevates her brand image to a whole nother level. With over 1.4 million followers on her social platforms plus her partnerships with high-level brands, she is an influential leader within the name, image, and likeness space.
But how did Watkins make this name for herself, and what does it mean for the future of NIL? In this blog, I will examine Watkins’ brand and analyze how she has capitalized on her brand awareness.
Juju Watkins began her collegiate career on the main stage. Watkins was considered the #1 recruit in her 2023 class and instantly proved that she deserved to be at the collegiate level. Posting an average of 23 points per game, Watkins led USC to its best record in 40 years, a Big Ten regular season championship, and to the Elite Eight Championship. On top of her achievements at USC, she also received the John R. Wooden Award as the most outstanding basketball player in America. Watkins told the world, through her play, that she was meant to play on the big stage.
This play on the court increased her brand image to new heights. Fans around the country were focused on USC Women’s Basketball and were glued to watching Watkins perform. This high level of play attracted a variety of brands to Watkins. All of a sudden she had partnerships with all of the top brands. Including Nike, State Farm, Fanatics, Celsius, Gatorade, StockX, and NYX Professional Makeup. Watkins’ brand image had risen in stock (pun intended). With this increased brand image, Watkins has made over $765,000 (Sharma 2025).
Watkins also made a strategic decision by partnering with brands that would raise her overall image. Watkins understood her target audience of young female athletes and partnered with brands that fit this category. By partnering with StockX, NYX Professional Makeup, and Celsius, she partnered with brands that fit her target demographic (Katz 2025). Instead of diluting her brand, and partnering with every brand on the block, she was able to grow her image by partnering with brands that resonated with her fanbase.
Through her dynamic play on and off the court, Watkins is the perfect example of a player who used her NIL to leverage her brand. Watkins understands her target audience and chooses brands that keep her demographic engaged. In doing this, both Watkins and the brands that she works with can compensate. With strategic vision and a knack for seeing the playing field, Watkins is elevating the future of NIL.
Being a student-athlete can be difficult. Each day is a grind with no end in sight. Most athletes balance school, work, practice, and their social lives with no gaps in between. With this chaotic lifestyle, the last thing a student-athlete wants to mess up is building their brand. Cultivating a brand is one of the most important steps for a student-athlete. How you are perceived and who you work with can help elevate your overall image. However, if you set high expectations, or don’t read the fine print you may be in trouble.
In this article, I will discuss three areas every student-athlete must understand when building their brand through NIL.
Red Flag #1: Chasing Every Deal
It can be enticing as a student-athlete to chase every deal. Making money and being compensated is something to look forward to, especially as a broke student-athlete. However, partnering with too many brands can hurt your overall image. Working with a brand is a double-edged sword. In many ways, you are a brand’s tool in enticing consumers to use their products. If you partner with too many brands this can make fans lose trust in you. For example, let’s say you were a student-athlete and you partnered with 15 brands in your area. At a certain point, consumers may not believe in what you are trying to sell to them. This can dilute your stock and overall brand image. If you want to elevate your brand, make sure to partner with brands that resonate with you. You don’t have to partner with many brands to gain success. Select a few brands that you trust, and gain recognition from there.
Red Flag #2: Review Before Signing
Reading the fine print is key when navigating your name, image, and likeness. Many times athletes are working with an agent and signing loads of contracts. However, again and again, athletes rush into deals without reading the ins and outs. According to Amundsen Davis, a law firm that focuses on business and entertainment, “Without a clear understanding of the terms, an athlete could unknowingly lock themselves into an unfavorable deal that limits their freedom and financial potential.” We always hear about entertainers and athletes who lock themselves into horrid contracts for the rest of their careers. Athletes may gravitate towards large sums of money upfront but may be surprised when they can’t exit a contract or express who they are. This can limit the potential of student-athletes and hinder their growth. If you are a student-athlete who is navigating a similar situation, it is important to consult with an agent who can guide you through this process. If you don’t have an agent make sure to read before signing, or you will be in trouble.
Knowing the law can be a boring task; however, it is beneficial to know. Because the NCAA is so new, with its NIL guidelines, it is easy to brush over. Yet, it is important to know so athletes don’t get screwed over. When knowing the law, the NCAA and each state have different rules and guidelines when it comes to navigating name, image, and likeness. If athletes don’t comply with these terms and conditions, they can end up losing their eligibility. This can diminish an athlete’s overall brand image, and ultimately damage their athletic career. It can feel intimidating reading over the law, however you don’t have to be alone. Many resources can be used to understand the rules. One helpful resource is NCSA College Recruiting. The NCSA helps college athletes when it comes to their recruiting process. The website does a great job of breaking down the NCAA rules and each state’s rules in NIL compliance. This can give student athletes a rundown in how to navigate their brand in each state, and tools for understanding the law. Knowing the law doesn’t have to be difficult. Just read over the rules so that your brand doesn’t diminish in the long run.
Building your brand, as a student-athlete, is an exciting opportunity to grow your portfolio and overall image. However, with a few mistakes you may fall from a star to a benchwarmer. To make sure that your brand is foolproof, read over the fine print, connect with brands that mean something to you, and understand the law. If you develop these three tactics your brand will elevate, and you will not be in jeopardy of losing your brand.
When you think of college basketball, what do you think of? Do you think of gritty practices, intense atmospheres, or game-winning buckets? If these come to your mind, you’re not wrong. Basketball is all about what happens on the court. But there is a deeper meaning to college basketball, one that is rooted in a player’s off-the-court presence. This is what we call a player’s brand image. Each player has a brand image. Some may be negative, neutral, or positive. But this brand image allows fans to gravitate towards players. Whether you like it or not, this is the DNA of sports. Fans flock to social media to see what athletes are doing, what campaigns they are a part of, or if they have made any noise within the media. Athletes have the power to tell their story.
But how do college basketball players tell their stories and navigate their brands? In today’s article, I will discuss five branding tips that are beneficial for college basketball athletes.
Tip #1: Craft Your Identity
When it comes to being an athlete, it can be hard to stand out. Most of the time you are only known for the logo you wear or the name on the back of your jersey. It can be difficult to make a difference if you are not the star. But how can you capitalize off of this lack of identity? Well, just like in life, be yourself. Create an identity that allows people to gravitate towards you, and generate content surrounding that. People are interested in who you are beyond basketball. Whether that is sharing your personal life, hobbies, or things that make you happy, people will gravitate towards these areas. You don’t have to be drastic or act fake. Being yourself and being consistent with who you are, will go a long way. If you expand your identity and show who you are, people will engage with you and your content.
Tip #2: Consistency is Key
Being consistent when creating your brand image is key. It is difficult for people to stay attached if you don’t post consistently. That doesn’t mean that you have to post content every day. Instead, it means that you need to create a regimen that works for you. Just like practicing your free throws, consistency is needed. Consistent branding and showcasing who you are also helps build trust and convey loyalty to your fans (Wong 2024). This may seem obvious on paper but it is not always shown in practice. Many times athletes, who are trying to maximize their brand, won’t stay consistent. Athletes may post off and on, have a false identity, or showcase stories that are not interesting to the public eye. To build this trust you must stay true to yourself and be consistent. This goal can be portrayed in branding, sports, and life.
An AI creation of branding through social media
Tip #3: Know Your Audience
It may be easy to brush off your followers, but they make up your image. They understand who you are, what you like, and look up to you. To maintain this connection with your followers, it is important to stay engaged. For example, improve upon their requests, respond to comments, schedule consistent Q&A’s, and show love. This engagement helps build trust between you and the viewer. If the viewer understands you are loyal, they will stick with you. As an athlete and brand, it’s also important to draw a line between you and the viewer. Be aware of your feelings when it comes to this engagement and try to take everything with a grain of salt. As an athlete, you are a human and it is important to remember that when connecting with fans, especially on social media.
Tip #4: Create Engaging Content
When creating your brand it is crucial to generate content that people will engage with. Many times athletes, who are in the process of building their brand, tend to make content that they enjoy. Even though this is great, it isn’t helping them build their brand. It is important to understand what your audience likes and to cater to this interest. This can elevate your brand in a multitude of ways. For example, it helps build credibility and consistency with the content that you are producing, fosters a sense of community with your audience, and drives traffic to your platform (Zaki 2024). Creating this sense of content and growth for your platform will benefit your brand image. It shows that you are interested in making content that people care about, and will ultimately benefit you as a brand.
Tip #5: Collaborate with Brands
Now is the time to shine as a student-athlete when creating an image for yourself. With the drastic rise in name, image, and likeness (NIL) athletes have a direct opportunity to partner with brands and make compensation. It is important to partner with brands, as it shows that you are staying engaged with the community. You don’t have to partner with Nike or Red Bull to make a name for yourself. You can connect with your local business or reach out to people in your community. Collaborating with brands shows that you are willing to step out of your comfort zone, and work with others to make an impact. This shows that you are more than just an athlete and that you are interested in helping out other organizations as well.
As a college basketball athlete, it’s difficult to make a name for yourself. However, if you are true to yourself, know your audience, and create content that is worth watching, you will elevate your brand. You don’t have to be the most well-known influencer on the block to inspire others. You just have to create a brand that is worth sharing.
Stephen Curry is arguably one of the best basketball players of all time. Known for his dagger three-pointers, insane crossovers, and dazzling footwork, Curry is a force to be reckoned with. He is also a playmaker when it comes to his off-the-field brand. Curry partnered with Under Armour in 2013, and in 2020 created his label (DePaula 2023). The Curry Brand then blossomed. Here he used certain Corporate Social Responsibility Initiatives (CSR) to make real-world change. From partnering with influential athletes to working with notable foundations to fund youth sports, Curry has utilized his brand to influence future generations. In this read, I will highlight the CSR initiatives of the Curry Brand, and tie it into how the brand is influencing the future of women’s college basketball through their work with LSU star MiLaysia Fulwiley.
What is the Curry Brand?
The Curry Brand was founded by Stephen Curry in 2013. The brand is partnered with the clothing brand Under Armour. When it comes to on-the-court accessories, the brand focuses on footwear and clothing. The Curry Brand partners with athletes who are making an impact on and off the court. In recent years, the brand has partnered with MiLaysia Fulwiley, DeAron Fox, and Keisei Tominaga. These athletes have made influential strides in their respective categories in changing the game of basketball for athletes around the world. The Curry Brand has also made sure to implement its CSR initiatives in outreach support. Some of the main CSR initiatives the Curry Brand has focused on are women’s empowerment and youth sports. The Curry Brand mission is “to change the game for good” and the brand is striving to make these changes with its CSR initiatives (Under Armour 2024).
Curry Brand x MiLaysia Fulwiley
In 2024 the Curry Brand signed LSU star MiLaysia Fulwiley. Fulwiley is an up-and-coming star in women’s college basketball. In 2024 she won a Women’s National Championship with South Carolina. This was an incredible feat as she led the team to an undefeated season. This led the Curry Brand to gravitate towards Fulwiley. Fulwiley became the first-ever college athlete to sign with the Curry Brand. This highlighted one of the Curry Brand initiatives, which is empowering women athletes through sports.
Through this initiative, Fulwiley and the Curry Brand partnered on a campaign to give back to Fulwiley’s local community of Columbia, South Carolina. In the campaign, Fulwiley gave back to her high school basketball team. To spark interest in this initiative, Fulwiley and the Curry Brand put up 10 billboards that stated, “Hometown Hero. Homegrown Champion.” (AdQuick 2024).
Image Credit: AdQuick Newsletter – “Curry Brand’s campaign honoring MiLaysia Fulwiley’s triumph in women’s college basketball” (June 6, 2024).
This billboard helped show Fulwiley’s roots. As a big-time figure within women’s college basketball, this slogan and campaign humanized Fulwiley. By putting these billboards in her hometown, it showed her dedication to her community. The Curry Brand used this opportunity to give back to Fulwiley’s community. In doing so, the brand supported grassroots basketball programs and athletics for younger athletes. This helped create initiative and change as it was an inspirational tactic to inspire younger hoopers to dream and achieve their goals.
Maximizing the Brand
To maximize this initiative, the Curry Brand used billboards and social media to allow fans and community members to follow the campaign. For example, as highlighted earlier, the brand put up 10 billboards of Fulwiley in her hometown to spark this initiative. This gained traction on social media as Overtimewbb and ESPN writer Nick DePaula shared the story on social media, specifically their Instagram accounts. This gained even more traction as Stephen Curry reposted this campaign onto his Instagram story. This initiative then gained traction in the news, which highlighted Fulwiley’s work in her community. This allowed the CSR initiative to gain attention from a local and national audience.
Image Credit: AdQuick Newsletter – “Curry Brand’s campaign honoring MiLaysia Fulwiley’s triumph in women’s college basketball” (June 6, 2024).
Here we see the impact of brand presence when it comes to CSR initiatives. The Curry Brand used its social platforms and understood its target audience to make a campaign that was worth sharing. Helping out the community, allowing fan engagement, and inspiring local athletes to go after their dreams were the driving forces behind this campaign. Putting this campaign on social media and implementing billboards in Fulwiley’s local community, elevated the overall communication of this campaign and helped get the messaging across.
Main Takeaways
Seeing the partnership between MiLaysia Fulwiley and the Curry Brand helps showcase the importance of CSR initiatives. These campaigns are used to create a lasting impact. Instead of benefiting a singular athlete, it benefits the future generation of athletes. Showcasing the athlete’s roots, giving back to the community, and giving aspiring basketball players hope that their dreams can be reached, are all reasons why these campaigns are initiated. The Curry Brand maximizes this potential through its value of changing the game for good. Partnering with athletes who are willing to make a change is the first step in making a significant influence on young athletes. The future is now when it comes to making an impact, and CSR initiatives are the first step in creating this change.
Whenever you watch sports, especially college sports, you may see athletes repping a certain brand. Whether that is an athlete sporting a new Nike basketball sneaker, drinking Gatorade after a game, or wearing their fresh Beats during pre-game, athletes are always promoting a brand. But why? And how did this happen?
With the rise of name, image, and likeness (NIL), athletes can profit from their name and image. Stemming back to July 2021, athletes can now make agreements with brands, companies, or individuals to monetize off of their name (NCSA 2024). This was not the case previously, as athletes didn’t have the opportunity to profit off of their name, and were stuck under university control. With this opportunity to profit, athletes are taking full control of this opportunity. Athletes, who were once seen as benchwarmers are now seen as stars off the field. NIL has changed the entire landscape of college sports, and it is only going to go up from here.
So why am I writing an article about NIL, and how does it relate to women’s college basketball? Well, women’s college basketball is influential when it comes to NIL. Women college athletes are able to show their interests, what they like to wear, and show their personality beyond the court with their NIL deals. In this read I will dive deep into who is making a name for themselves when it comes to NIL, and ultimately what it means for the future of sports communications.
Flau’jae Johnson
Flau’jae Johnson is more than just a guard for the LSU Tigers, she is a changemaker in the NIL space. Throughout her collegiate career, she has inked over 40 NIL deals. These brands include: JBL, Powerade, Samsung, and Experian (Meaney 2025). Helping lead the Tigers to a championship in 2023, Johnson is using her power on the court to lead her to deals off of it. Her large social media presence also helps her connect with her target audience, which is young female athletes. With over 2 million followers on Instagram, Johnson can show the world her personality and love for basketball. This helps brands find connections with her, and she is then able to profit off of her brand.
MiLaysia Fulwiley
The Newest LSU Tigers guard is also making a splash when it comes to the NIL landscape. MiLaysia Fulwiley has been a dominant playmaker on the court. From being a 4x State Champion to winning a National Championship with South Carolina in 2024, Fulwiley has been able to showcase her ball knowledge on the court. However, she has inked her expertise off the court as well. Fulwiley became the first ever college athlete to sign with the Curry Brand, which is owned by NBA superstar Steph Curry (Under Armor 2024). Fulwiley uses her social platforms to showcase her connection with other brands. With 243k followers on Instagram and over 13k followers on X, Fulwiley can show basketball fans her passions outside of basketball.
Both Johnson and Fulwiley have used their social presence and dominant play to market their brand. Knowing their target audience, understanding what content to post, and partnering with brands that align with their passions enables these athletes to profit from their name, image, and likeness. This is a recipe for success that should be used in all sports. College basketball isn’t about how many points you put up, or how many rebounds you receive. It’s about how influential you are to your audience. Understanding your audience, being consistent, and being yourself are all attributes that consumers will flock towards. This is only one piece of the puzzle when it comes to capitalizing off of your name, but it is an influential piece that can turn players into influencers.
Thomas Burkel 
