How to turn an NIL partnership into something bigger than a campaign

FastCompany: If you had told me during my college days at the University of Connecticut that one day the company I founded would have its name on the university’s basketball court, I never would have believed you. The story of how we got there started with our decision to enter the NIL space. When NIL (the commercialization of name, image, and likeness for the benefit of athletes) transformed college athletics, Madison Reed was one of the early brands to get involved. As the founder and CEO of a company built on empowering women, I wasn’t looking for a traditional celebrity endorsement.

I was looking for partners who embodied the resilience, confidence, and determination that have always defined our brand. From the beginning, we believed women athletes deserved opportunities that had been primarily afforded to their male counterparts. We wanted to build partnerships that created long-term opportunities for women athletes while also growing our business. That’s why we chose to partner with University of Connecticut Athletics, as well as form NIL deals with its athletes—creating a connected program that supported the university, expanded opportunities for players, and gave our brand an authentic place within the community.

Through that partnership, we’ve had the privilege of working alongside athletes like Paige Bueckers and Azzi Fudd (WNBA players who attended UConn), whose roles as our brand ambassadors and impact advisors have shaped our business in ways that extend far beyond a campaign. Here are three lessons I’ve learned about how to turn NIL partnerships into something much bigger than a campaign. Make sure you have shared values The partnerships that become something bigger are the ones where both sides genuinely believe in what you’re building.

Hair care and coloring is our business, but some of my favorite conversations with our athlete partners have nothing to do with hair color. They’re about the people who helped them get where they are today and their desire to create those same opportunities for others. I’ve been struck by how committed these women are to giving back—whether through youth training camps, mentorship, or supporting the communities that believed in them long before anyone knew their names.

When they learn about the careers we’ve created for our colorists—93% of whom identify as women and 67% as BIPOC—with financial stability, health benefits, and opportunities to grow into leadership roles, they see another way of investing in women. They recognize that our commitment extends beyond the products we sell to the people and communities we serve. It gives them another reason to be part of our story, a purpose that goes beyond the value of the partnership itself. That shared purpose creates trust, deepens understanding, and helps both sides see they’re working toward something bigger than a social post or photo shoot.

That’s when people stop feeling like spokespeople and start becoming brand advocates. Treat athletes like partners We’ve always believed in treating our athlete brand ambassadors like partners, not just spokespeople. That means inviting them into conversations about the business, listening to their perspective and creating opportunities for them to contribute beyond the campaign itself. Our athletes have participated in product development, helped influence marketing campaigns, and joined our HQ team as interns. Some of the most meaningful work we’ve done together has gone well beyond the original contract deliverables.

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The article discusses a growing trend in brand partnerships with athletes, which is significant for the industry, offers some fresh insights on authenticity, and is highly relevant to brand strategy professionals looking to leverage NIL opportunities.