Signing moves brand into next phase of equitable and wide-sweeping NIL program with individual student-athlete partnerships Rose Zhang enters the U.S. Women’s Open this week as the best female amateur
Stanford is undoubtedly a Nike endorsed sports program and one of Nike’s elite sports schools. Which makes Zhang’s signing an interesting point of discussion from a sports perspective. A few things to consider when beginning a discussion on this topic, Nike may not have directly created Division Street for the University of Oregon, but it’s understood that any program supporting The Ducks is indirectly tied to Nike. The question after Division Street was created, by those paying attention, “Is Nike going to deliver some form of Division Street across its multitude of college sponsored programs?” This was an obvious inquiry as Nike tends to avoid situations like Rose Zhang signing with adidas from one of their premiere programs.
Zhang will have to wear Nike gear at Stanford, but in her individual non-school affiliated events, she will wear the Three Stripes. It’s a compelling topic of discussion, but not unheard of. Many national teams, think about Jamaica and Puma, are in similar situations, but those athletes have already turned pro, and the distinction is clear. Zhang just helped to lead the Stanford Golf team to the NCAA Championship and is heading into the U.S. Women’s Open. As the blurring of lines continues at every level of sport, remember Mikey Williams has an NIL deal with Puma, and he’s a high school senior playing basketball, both players, coaches and college institutions have a truly compelling problem to deal with. Players like Mikey Williams tend to sign with brand affiliated colleges, from brand sponsored travel teams. Puma doesn’t sponsor any college basketball programs. If Mikey’s deal doesn’t end prior to attending college, there will have to be a clause, similar to Rose’s with adidas, in place.
The money involved is creating a new wrinkle in how coaches will have to manage athletes who may, in some instances make much more than their high school and college coaches. As athletes become more high profile due to the shifting digital landscape with social media allowing those athletes to share workout routines and chunks of entertainment content, brands will have to meet the fans where they are. The brand, within the brand, within the brand is a compelling universe and the battle between sneaker brands is now being waged in micro economies.