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Why is Nike starting a new NIL program at LSU?

5,248 Views | 35 Replies | Last: 1 mo ago by aggiehawg
aggiehawg
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These NIL deals go across multiple sports but this is first deal wherein Nike has officially teamed with an university to do so. Matt Moscona is reporting. Says this is why Kiffin decided to move to LSU.

Relevant info in the first 6 minutes.

agnerd
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Is there anything in the video to refute my completely uninformed speculation that they are just cutting out the middle man.

Previous:
Nike donates $1 million to LSU -> LSU donates $900k to Athletics -> Athletics gives $800k to athletes.
Current:
Nike donates $1 million to athletes.

Need to know before I waste 20 mins.
aggiehawg
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agnerd said:

Is there anything in the video to refute my completely uninformed speculation that they are just cutting out the middle man.

Previous:
Nike donates $1 million to LSU -> LSU donates $900k to Athletics -> Athletics gives $800k to athletes.
Current:
Nike donates $1 million to athletes.

Need to know before I waste 20 mins.

This is a true third party NIL deal. Not one with a booster collective. Difference being, ROI. Boosters want their school to win games and enjoy access. But a publicly traded company? What is the source of their ROI vis a vis specific athletes?

The other question is why not do the first deal of this nature with Oregon? If it is so legit?

Uncharted territory.
BMX Bandit
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Quote:

Need to know before I waste 20 mins.


It takes you 20 minutes to watch the first six minutes of a video?

BMX Bandit
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Nike feels that with these athletes, they can do advertising to sell products.

Among the LSU student-athletes joining Nike's growing roster of elite NIL athletes are:

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

https://lsusports.net/news/2025/12/11/lsu-athletics-announces-long-term-partnership-extension-with-nike-leads-nikes-launch-of-blue-ribbon-elite-nil-program/
aggiehawg
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Quote:

Nike feels that with these athletes, they can do advertising to sell products.


So a regular endorsement deal done through NIL for existing college athletes? So why not with Oregon?
BMX Bandit
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They already do NIL deals with athletes through several schools, that's not the new part.

The new part looks like they're making a commitment to do LSU athletes year end and year out.


That's a good question about Oregon, my guess is that the commitment is there from Phil Knight, but no written commitment, necessary


This would definitely be a big selling point if you were a top recruit in one of these sports
aggiehawg
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BMX Bandit said:

They already do NIL deals with athletes through several schools, that's not the new part.

The new part looks like they're making a commitment to do LSU athletes year end and year out.


That's a good question about Oregon, my guess is that the commitment is there from Phil Knight, but no written commitment, necessary


This would definitely be a big selling point if you were a top recruit in one of these sports

Until they transfer? Or is there some restriction on transferring to say, an Adidas program?
HoustonAg2106
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LSU is flush with cash these days
CC00
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Brands taking up with a specific school is an interesting move.

I personally won't use Warby Parker and particularly All State or Bud Light because I had to watch their Longhorn commercials all fall. Would do the same for any brand that is advertising specifically with a school in direct competition with A&M.
Luckily Nike is an easy one since I won't buy their slave made products anyway.
Gnome Sayin
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Gotta hype that brand up.
Ray Baker
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aggiehawg said:

Quote:

Nike feels that with these athletes, they can do advertising to sell products.


So a regular endorsement deal done through NIL for existing college athletes? So why not with Oregon?

Oregon doesn't draw the viewership and social media interactions that LSU does, especially in sports like baseball, wbb, gymnastics, T&F, softball
greg.w.h
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So…we are going to cry about fairness because of envy?
the more coolest guy
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So does this mean we won't have to see only Archibald whoring women's workout clothes?
AgfromHOU
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Don't we have one with adidas? Especially from when we did the throwback gear ads? It had multiple sports represented and adidas gear in general.
aggiehawg
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Ray Baker said:

aggiehawg said:

Quote:

Nike feels that with these athletes, they can do advertising to sell products.


So a regular endorsement deal done through NIL for existing college athletes? So why not with Oregon?

Oregon doesn't draw the viewership and social media interactions that LSU does, especially in sports like baseball, wbb, gymnastics, T&F, softball

Fair enough. I am just working through how these deals are evolving in structure and how the ROI will work.

Now Nike has a product to sell so if sales hit as projected, shareholders will be happy. Still trying to figure out how private equity crafts their ROI, however.
one safe place
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I hope they get these things in place because I need to by a t-shirt and a cap and want to go with the brand that L'Tadarius Litefeets Johnson-Jenkins is promoting.
magnolia tiger
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Don't look up where adidas is made then lol or is slave labor ok if it's A&M's sponsor?
Commander-In-Beef
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Sounds like the local children's hospitals are safe for at least a few years.
12thMan9
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greg.w.h said:

So…we are going to cry about fairness because of envy?

You don't post here much, do you?
Ronnie '88
HDeathstar
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This means we will see more of their athletes wearing neon colored Nikes during the game.
CC00
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magnolia tiger said:

Don't look up where adidas is made then lol or is slave labor ok if it's A&M's sponsor?

I personally don't wear adidas either. So take your "lol then gotcha aktually" post and read it to yourself before bed.
AGinHI
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aggiehawg said:

Quote:

Nike feels that with these athletes, they can do advertising to sell products.


So a regular endorsement deal done through NIL for existing college athletes? So why not with Oregon?

Phil Knight has committed unlimited NIL to the Ducks.
deer corn
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Legislation forthcoming. It's becoming too lucrative across just a few programs. Sucks, but the govt won't let this $$$ spree keep going by anyone.

If it kills off Phil Knight and OR, it's a plus.
Sparkie
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deer corn said:

Legislation forthcoming. It's becoming too lucrative across just a few programs. Sucks, but the govt won't let this $$$ spree keep going by anyone.

If it kills off Phil Knight and OR, it's a plus.

What's legislation going to do about it? Artificially limit the amount players receive. How do you determine a player's worth? Dont see the courts allowing a 3rd party set the compensation for a player.
austinag1997
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HoustonAg2106 said:

LSU is flush with cash these days


Not exactly true right now.
Law Of The Quad
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There is no business like show business.
aggiehawg
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Quote:

What's legislation going to do about it? Artificially limit the amount players receive. How do you determine a player's worth? Dont see the courts allowing a 3rd party set the compensation for a player.

NCAA did for years. they even issued rules prohibiting athlete only dorms with extra services and perks, as I recall.
HoustonAg2106
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austinag1997 said:

HoustonAg2106 said:

LSU is flush with cash these days


Not exactly true right now.

Seriously? All I hear is that LSU is broke and can't do this or can't do that, but here is what they are doing....

$54 million to fire BK
$91 million to hire Lane ($13 million per year)
DC will make $3.1 million per year (highest paid DC)
OC will make $2.5 million per year (highest paid OC and clause to remain that every year throughout his contract)
$25 million for NIL on top of revenue sharing so total around $40 million for 2026 roster.

Ghost of Sully
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BMX Bandit said:

Quote:

Need to know before I waste 20 mins.


It takes you 20 minutes to watch the first six minutes of a video?


be patient, he still moves his lips when he reads
Mega Lops
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Nike's bad investment in Oregon is/was in the toilet.

LSU is a no brainer in absence of Saban at Bama. Heck, it was still was very probable LSU could win a conf cc or natty while Saban was at bama.
Loyalty
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CC00 said:

Brands taking up with a specific school is an interesting move.

I personally won't use Warby Parker and particularly All State or Bud Light because I had to watch their Longhorn commercials all fall. Would do the same for any brand that is advertising specifically with a school in direct competition with A&M.
Luckily Nike is an easy one since I won't buy their slave made products anyway.


This. I have not bought Nike products in the last couple decades for the same reason and also because of all their stupid woke virtue signaling commercials. I don't need Nike telling me how to think, just stay in your lane.
Emilio Fantastico
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HoustonAg2106 said:

LSU is flush with cash these days

Just how many Children's Hospitals are there in Louisiana?
Sparkie
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aggiehawg said:

Quote:

What's legislation going to do about it? Artificially limit the amount players receive. How do you determine a player's worth? Dont see the courts allowing a 3rd party set the compensation for a player.

NCAA did for years. they even issued rules prohibiting athlete only dorms with extra services and perks, as I recall.
I dont see the NCAA regaining its teeth.

I believe the issue of high-school players getting paid has to be addressed before considering college athletes. And, that's a real mess.
Logos Stick
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austinag1997 said:

HoustonAg2106 said:

LSU is flush with cash these days


Not exactly true right now.


it's also irrelevant to the OP.
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