Nike Partners with LSU Athletes in Innovative NIL Collective Program

In a bold move, Nike is stepping up its game in the name, image, and likeness (NIL) world by rolling out the Blue Ribbon Elite NIL program. This comes right as Nike announces a long-term partnership extension with Louisiana State University (LSU) that stretches all the way to 2036.

The Blue Ribbon Elite program will bring together 10 LSU athletes from sports like football, basketball, gymnastics, softball, baseball, and volleyball. These athletes get more than just cash and gear—they’ll collaborate on product innovation, join brand campaigns, and even help create designs that reflect who they are.

Nike’s approach? It’s not just transactional. The brand wants to build something deeper with college athletes, hoping to become a real force in the ever-changing NIL marketplace.

The Blue Ribbon Elite NIL Program: A New Era for College Athletes

Nike named the Blue Ribbon Elite NIL program after one of Phil Knight’s first shoe brands. The idea is to shake up how college athletes and brands work together. Instead of the usual deals, Nike wants to form richer partnerships that actually matter to the athletes.

The chosen LSU athletes won’t just see financial benefits. They’ll get to shape product designs and play a role in brand campaigns, too. That’s a pretty big leap from how things have usually worked.

Key Features of the Blue Ribbon Elite NIL Program

• Monetary and Product-Based Deals: Athletes get paid and receive Nike products.
• Collaborations in Product Innovation: They’ll work with Nike to help develop new products.
• Brand Campaigns: Athletes will join in on marketing and promotional efforts.
• Creative Designs: Each athlete gets personalized designs that highlight their own stories.

Ann Miller, Nike’s executive vice president of global sports marketing, made it clear that LSU is just the start. “I would tell you LSU is one of the first; it won’t be the last,” she said. Apparently, other schools are already lining up, hoping to get in on the action.

The timing with LSU worked out perfectly, since it landed right as the partnership was being renewed.

Nike’s Strategy: Leveraging College Brands

Usually, collectives come from boosters, businesses, and fans who want to create NIL opportunities for college athletes. Nike is flipping the script by creating its own collective. By teaming up with LSU, Nike hopes to use the university’s brand power to make NIL deals that actually leave a mark.

This fits into Nike’s bigger plan to get closer to college athletes and the schools they represent. It’s a pretty interesting twist on the usual playbook.

Selected LSU Athletes for the Blue Ribbon Elite NIL Program

The program spotlights 10 athletes from different sports, including:

• Kailin Chio (gymnastics)
• Derek Curiel (baseball)
• Tori Edwards (softball)
• Casan Evans (baseball)
• Trey’Dez Green (football)
• Jayden Heavener (softball)
• ZaKiyah Johnson (basketball)
• DJ Pickett (football)
• Jurnee Robinson (volleyball)
• Dedan Thomas Jr. (basketball)

Jurnee Robinson shared her excitement, saying, “With Nike and LSU’s help, I’m excited to show little girls—especially the ones that look like me—that being yourself is all you need to do to get to where you want to be.”

Beyond the Swoosh: Nike’s Holistic Approach

Ann Miller pointed out that Nike’s investment in players goes beyond just slapping a Swoosh on their gear. The company wants to share athletes’ stories and highlight their value and potential.

“What’s fundamentally different is that we’ve taken our time to really think about, how do we develop partnerships that are richer and deeper than just a, ‘Hey, we’ve signed you, it’s transactional and we don’t actually get to you know, we don’t get product insight, we don’t listen to your voice,’” Miller said. That sounds like a real shift in mindset.

Nike’s Existing NIL Partnerships

Before this school-specific collective, Nike already had NIL deals with about 50 athletes at 15 colleges around the country. Some of the big names include:

• Juju Watkins (USC basketball)
• Ryan Williams (Alabama wide receiver)
• Paige Bueckers (former UConn star, first NIL athlete with a Nike player edition shoe)

This LSU project feels like a test run for future collectives at other schools. “College is a perfect playground to learn. It’s a perfect playground to try new things,” Miller said. She hinted that Nike could roll this out quickly, but they want to move carefully, not just rush in.

Future Prospects and Investment

When someone asked about the target number of schools for future NIL collective partnerships, Miller admitted there isn’t a set number right now. She shrugged and said, But if there’s an amazing athlete, an amazing college out there, I want them.

Miller didn’t share any details about Nike’s NIL budget. She just mentioned it’s a growing area of interest and investment.

Nike launched the Blue Ribbon Elite NIL program with LSU, which feels like a big move in the shifting world of college sports and NIL deals. By building closer partnerships with athletes, Nike boosts its brand and helps college athletes grow, too.

For more information, you can read the full article on the New York Times.