Nike Announces Long-Term Partnership Extension With LSU and Launches Blue Ribbon Elite NIL Program

Nike and LSU are announcing a long-term extension of their five-decade partnership, bringing a new era of athlete-centered innovation and collaboration to Baton Rouge.

The extension through 2036 deepens the longstanding relationship between Nike, a brand born from college sport and built to empower the next generation, and LSU, a perennial athletic powerhouse at the leading edge of college sport.

Alongside the extension, Nike is introducing Nike Blue Ribbon Elite: a first-of-its-kind program that represents a broad portfolio of athletes across disciplines, reimagining the NIL space by providing schools and athletes an unmatched level of collaboration that prioritizes the future of sport and athlete identity.

That athlete-centered approach takes shape for the first time at LSU through the addition of 10 top Tigers athletes to Nike’s NIL roster, illustrating that for Nike, it’s not just about outfitting the best — it’s about creating with the boldest.

“LSU and Nike are two of the top brands in sport and an ideal duo. We are both continuously looking to innovate and stay ahead of the game, and that’s what we intend to do in the future with this extended partnership,” says Verge Ausberry, Director of Athletics, LSU. “LSU has always been at the forefront of NIL strategy, and as the launchpad for Nike Blue Ribbon Elite, we look forward to working with Nike to offer our student-athletes unrivaled opportunities to capitalize on their brands.”

Joining Nike’s growing roster of roughly 50 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

“The best part of this is being able to join Nike alongside my fellow Tiger athletes in other sports,” says Jurnee, an all-conference outside hitter. “We don’t always see each other a lot because we’re all in different seasons, but being able to bond with them through the Swoosh is really great, and I’m excited for what we’ll do together.”

The Blue Ribbon Elite program, named after Nike's humble beginnings, reflects the brand's long-held, leading position in sport, college and NIL partnership, as well as an enduring commitment to making athletes better — from pioneering the first truly comprehensive “all-sports” partnership in the 1980s to today’s creative, career-building collaborations with top NIL athletes.

Nike’s partnership with each Blue Ribbon Elite athlete and their university will go beyond brand representation, inspiring the student body and community to collaborate through brand campaigns, product innovation and creative direction.

In short: When programs and athletes sign with Nike, they don’t just rep the Swoosh — they help shape it.

“I feel like what’s special about Nike is how well they take care of their athletes,” says Dedan, a standout guard. “There’s a reason Nike is known for being at the forefront of athlete marketing. It feels really good to be a partner with the brand now, and I’m excited to see what we do with the shared values we have.”

Nike’s commitment to listening to the voices of its NIL athletes takes form in individual, personalized support, both in their performance and training and in their most important moments away from the game. From product and styling to support with media and content, Nike leverages the full weight of the brand to provide a best-in-class partnership to athletes across the brand’s NIL roster — giving them tools for long-term success across sport, business and culture.

Recent examples include centering Alabama wide receiver Ryan Williams in marketing at DICK’s Sporting Goods stores throughout the state; dozens of USC and UCLA athletes featuring in the debut NikeSKIMS campaign, and Dylan Harper and Ace Bailey introducing the Giannis Freak 7 ahead of their rookie NBA season.

Nike’s NIL partnerships also extend to athlete-centered design and innovation — such as Paige Bueckers becoming the first NIL athlete to unveil a Nike Player Edition basketball sneaker — and the brand’s support for athletes in their pursuit to stand for something bigger, including Jerzy Robinson’s 2024 Back to School giveaway and JuJu Watkins’ Watts Neighborhood Giveback.

This industry-leading approach reflects Nike’s five-decade history as the brand of athletes and underscores its continued commitment to inspiring and uplifting the next generation through partnerships, innovation and storytelling that expand sport around the world.

“College sport is woven into Nike’s DNA, and we’ve always believed its future should be shaped in lockstep with athletes,” says Ann Miller, EVP, Global Sports Marketing. “Renewing our partnership with LSU and welcoming 10 new NIL athletes is about more than gear. It’s about collaboration, creativity and meaningful impact, giving athletes a platform to influence product, innovation, storytelling and culture. LSU and these athletes aren’t just representing Nike — they’re helping us redefine what partnership means in this new era of college sport.”