Nike announces extension with LSU, signs 10 Tigers athletes to NIL deals

Nike is taking another major step into the NIL space. In the process, the company is also strengthening its relationship with LSU.

Nike announced an extension with the Tigers through 2036, continuing a partnership that spans more than five decades. In addition, the brand launched the new Blue Ribbon Elite NIL program, featuring 10 LSU athletes as its first NIL deals.

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Two LSU football players, DJ Pickett and Trey’Dez Green, are part of the initiative. Gymnastics’ Kailin Chio, baseball players Derek Curiel and Casan Evans, softball players Tori Edwards and Jayden Heavener, volleyball’s Jurnee Robinson, men’s basketball’s Dedan Thomas and women’s basketball’s ZaKiyah Johnson are also on board.

“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,” said LSU athletics director Verge Ausberry in a statement. “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.”

Blue Ribbon Elite makes Nike the latest company to launch an NIL-focused initiative with its partner schools. Adidas has been doing something similar, including NIL components in new agreements at schools such as Tennessee and Penn State.

Through Blue Ribbon Elite, Nike will collaborate with athletes through campaigns with the brand, as well as product innovation and creative direction. Nike has already been active in the NIL space, signing multiple notable deals with college football stars this year, not to mention its growing basketball roster. Now, The Swoosh is taking the next step toward working with athletes in addition to their schools.

“College sport is woven into Nike’s DNA, and we’ve always believed its future should be shaped in lockstep with athletes,” said Ann Miller, Nike executive vice president of global marketing, in a statement. “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.”