How do you measure what is basically a qualitative metric in NIL? Often a collegiate athlete is marketing what I’ve labeled DJ Quik dope. In the classic track by the legendary West Coast emcee he rapped, “they don’t sell dope it sells itself/While they kickback and just collect the wealth.” Consider the biggest NIL deals and the athletes do very little to move the needle for the brand they’ve partnered with.
Bo Nix plays for the Oregon Ducks. The college is flooded with Nike money. Bo doesn’t sell Nike’s, they sell on their own. Mikey Williams is signed to Puma. He isn’t even on the court yet for his college team at the University of Memphis. The U of M is coached by Penny Hardaway and is a Nike school. Is Mikey selling Puma sneakers? Olivia Dunne is said to bring in 3.4 million. Is Vuori successful because of Dunne? One look at any pic on her IG and the comments… they aren’t about the apparel.
What exactly is a successful campaign? Especially when it comes to a brand like Wolverine. Carhartt is a workwear brand which crossed over to streetwear and fashion. It was an organic move fostered by communities like Los Angeles’ skate and gang culture moving Dickies into fashion. Wolverine is workwear.
NIL is About Recruitment
NIL deals are often about landing the best players for programs. This summer high jumper Rachel Glenn left South Carolina, where she had been an NCAA champion, to compete at Arkansas because the NIL opportunities were more profitable. She left an Under Armour sponsored school for a Nike school because she could earn more. There isn’t anything wrong with that, but as popular as she is could she sell Wolverine? Scratch that. Bronny James’s NIL is worth 7.2 million. Could he sell Wolverine Boots?
No. What exactly is a successful NIL? The Wolverine brand and company are located in Michigan. One of the most iconic programs in collegiate sports is the Michigan Wolverines. The school is a Jordan Brand college, but many of the people in the state of Michigan are blue collar workers. When presidential elections take place, Michigan is a battle ground state where folks fight to sway votes from the hardworking people in the Wolverine State.
The Most Authentic Athlete NIL is Rooted in Emotion
I’ve long held the position that marketing and branding are long-term plays for brands and companies not in the zeitgeist of popular culture. Creating brand loyalty and fans happens over time and it has to be an authentic partnership, or the moment is fleeting. Wolverine isn’t a company you’d expect to offer NIL deals, but their partnership with the Wolverine Football team has produced some of the best content I’ve ever seen.
The partnership features the powerful and moving stories of Michigan football players. One athlete, Junior Colson, discusses his adoption and move from Haiti. Running Back Black Corum – above, talks about his dad who owns a construction company waking up to drive him hours to a bigger and better high school. The narratives being filmed are authentic and engaging.
The campaign is targeted to the audience already familiar with the brand and will undoubtedly attract those who have never heard of Wolverine Boots. The company won’t be able to tell if the marketing is working. Odds are the conversion won’t happen quickly… and that’s okay. It’s sticky. Fans are built in a blue-collar fashion and great marketing lasts a lifetime. What is a successful NIL partnership? There is no clear definition, but when it doesn’t feel like an easy money grab, that’s a start.