You'll want to take note of these NIL campaigns and deals that dropped this week

Hey!

In today’s newsletter, we’re diving into a few campaigns and commercials that dropped this week with athletes all across college sports at the forefront. I’ve also done some digging into the people behind them — from the ad agencies to the creatives, photographers and stylists who helped make these campaigns come to life.

With college football season set to kick off this weekend, it seems like new deals, partnerships and collaborations are being announced almost every day. And these campaigns can give us a glimpse into what we can expect to see more of this upcoming season.

What I’m most interested in is how brands are marketing college athletes — whether its through storytelling, cinematography or photoshoots that intertwine their brands with athletes and colleges. Brands are getting really creative, too.

Also, be sure to also follow NIL Wire on Twitter, Instagram, TikTok and Facebook, where you’ll get news, analysis and coverage in real-time.

Also, if you want to partner, advertise or be featured in NIL Wire, feel free to reach out to us at [email protected].

— Deyscha

COLLEGE FOOTBALL KICKOFF

College football players are the faces of these new NIL campaigns

Week 0 of college football kicks off on Saturday, and brands have wasted no time announcing new partnerships and deals with athletes around the game. Here’s a few you should have on your radar:

Beats by Dre

Beats by Dre recently announced their new “Beats Elite” class for the third year in a row. This year’s class features nine college football players:

• Alabama WR Ryan Williams

• Ohio State S Caleb Downs (who was part of last year’s class)

• Michigan QB Bryce Underwood

• Georgia RB Nate Frazier

• Texas LB Colin Simmons

• Oregon QB Dante Moore

• Florida QB DJ Lagway

• Oklahoma QB John Mateer

• South Carolina QB LaNorris Sellers

FYI: Sellers and Lagway are ranked No. 6 and No. 7 in On3’s NIL 100 list, with valuations of $3.7 million.

Also, I should add that the campaign for this year’s Beats Elite class was for the culture: from lifestyle flicks that were posted on LeagueFits to fun sports content of athletes doing the Reflex Challenge and Speedrun test. The brand also dropped a creative video of each player rocking his respective program’s themed headphones before transforming into his uniform as he walked out of the tunnel.

Lagway even gifted his entire team at Florida:

To elevate the brand, Beats switched things up by putting together intertwined sports and fashion to tell a story. While the brand dictates what story they’re telling, it’s the photographers, creative directors and stylists who execute that vision.

Behind the campaign: Tayo Kuku Jr. is the visionary behind the photography featured in the Beats Elite class campaign. On Instagram, she shared how this year, they switched things up creatively to showcase how “the vision was expanded—to show these athletes not only as competitors, but as cultural figures with a presence that extends far beyond the field.”

“[I] was entrusted with telling that story: to take uniforms, tunnel walks + pregame energy and transform them into fashion moments that reflect individuality, aura and expression at the highest level,” he wrote.

If you think styling and fashion aren’t relevant to NIL and brand deals, you’re absolutely wrong. Fashion seems to be a huge focal point in NIL deals this season.

Al Rodgers Jr. styled the Beats campaign, which took place over the course of 37 days in 10 different states. He had players absolutely fitted, too, in labels like Helmut Lang, Alexander McQueen, Chrome Hearts and more. His behind-the-scenes film photos transport you directly onto campuses for the shoots:

Sonic launches its first NIL campaign with Texas and Texas A&M

Sometimes brands can be direct with their messaging, and Sonic didn’t hold back in this one. In a new NIL campaign with five Texas and Texas A&M athletes — Texas safety Michael Taaffe, wide receiver Ryan Wingo and linebacker Colin Simmons and Aggies quarterback Marcel Reed and running back Rueben Owens II — the brand takes the athletes to the “Terry Crews School of Acting for Athletes,” where Crews, a linebacker-turned-actor, gives them acting lessons. Why?

“Brands are rushing to put college athletes in their ads, but no one’s bothered teaching them how to act,” the ad states in its intro.

This is the first NIL deal by SONIC, which works with the ad agency Mother LA on its creative.

One more CFB deal worth noting

Georgia quarterback Gunner Stockton and tight end Oscar Delp partnered with HEYDUDE shoes.

 MORE CAMPAIGNS YOU’LL WANT TO CHECK OUT

Aaliyah Chavez’s cameo in the new Nike commercial

In high school, Aaliyah Chavez was the No. 1 ranked girls basketball player in the country and, per On3, had the highest NIL valuation in the sport. Now, the Oklahoma freshman is turning things up by appearing in the latest Nike commercial for the Kobe 3s alongside Natalia Bryant and Knicks superstar Jalen Brunson.

The cinematic campaign shows a cameo of Chavez at the very end and leaves viewers wondering, what will happen next? Well, according to Chavez in her caption on Instagram, she’s just getting started. Could that mean a Nike collaboration in the future?

More on this ad and Nike:

• During the recruiting process, Chavez’s NIL asking price was reportedly $1.5 million. (Read more)

• Alabama’s Ryan Williams signed with Nike in July.

Purple Powerade for an LSU star

LSU guard (and music artist) Flau’jae Johnson and Powerade just dropped their latest campaign.

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