College Athletes Can Now Benefit From Their Name, Image & Likeness — But Should Shoe Brands Rush to Invest?

As of today, after years of debate, college athletes can finally get paid from their name, image and likeness. Late yesterday, the NCAA announced that an interim policy was adopted by all three divisions suspending name, image and likeness rules. This will impact both incoming and current student-athletes across all sports. With the new interim policy in place, brands in the footwear space have a fresh opportunity to tap into a young, influential and energetic student-athlete base. But is the investment worth it? According to Marc Beckman, founder and CEO of advertising agency DMA United, footwear companies would be wise to explore this untapped resource. “From a marketing perspective, this generation will be relatable and approachable to Gen Z and younger, and in turn, influence footwear-based purchases,” Beckman said. Matt Powell, The NPD Group Inc. senior sports industry adviser, believes brands can align themselves with student athletes at a value, if they act early. “I don’t think you’re going to have to spend tens of millions of dollars here. You probably can get an athlete to [endorse products] for $10,000, not $10 million,” Powell said. “If endorsing an athlete like this moves the needle, then we’re going to see more and more money being put

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