"The GIST: Today, New Balance (NB) announced NIL deals for several women athletes, namely from developing spaces in basketball and soccer and emerging sports like softball. The sponsorships are a response to how high school and collegiate pipelines are building across all women's sports - and so are the marketing opportunities."
"Apparel companies are finding success when they get in early. We've seen this on the men's side for years, but companies like Nike and Under Armour are now signing women athletes earlier too. NB is no stranger to this - the brand signed tennis sensation Coco Gauff at 14, Sydney McLaughlin-Levrone after her freshman year, Gabby Thomas after her college career, and landed Cameron Brink despite her Nike ties."
"Conley says NB has a history of identifying and investing in young talent at an early age, and for good reason: Early signings build loyalty with athletes and keep them in the family. Gauff is the only active women's tennis athlete with a signature shoe, not to mention the unconventional high-fashion collab she spearheaded with Miu Miu."
New Balance announced NIL deals with multiple young women athletes across basketball, soccer, softball, and track, targeting developing pipelines in high school and college. The roster includes Sienna Betts, Haylen Ayers, Tatiana and Silvana Flores, Karlyn Pickens, and track athletes from the U.S. and UK. Apparel companies achieve advantages by signing athletes early to build loyalty and long-term relationships. New Balance has a history of early talent investment and high-profile signings. Athlete-forward campaigns that emphasize personality and authenticity align with Gen Z priorities and increase marketing resonance and commercial opportunity across women’s sports.
Read at Thegistsports
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