Nike Extends Landmark Partnership With LSU and Launches Blue Ribbon Elite NIL Program

Nike and Louisiana State University have announced a long-term extension of their historic partnership, reinforcing a relationship that has spanned more than five decades and positioning LSU at the center of Nike’s next evolution in college athletics and athlete empowerment.

The renewed agreement runs through 2036 and deepens the collaboration between the global sportswear giant and one of college sports’ most dominant athletic programs. Together, Nike and LSU are entering a new era focused not just on performance and apparel, but on athlete-centered innovation, identity, and opportunity.

As part of the extension, Nike unveiled Nike Blue Ribbon Elite, a groundbreaking Name, Image, and Likeness (NIL) initiative designed to reshape how brands, universities, and student-athletes collaborate. The program represents a diverse portfolio of elite athletes across multiple sports and emphasizes creativity, long-term development, and authentic athlete partnership.

LSU will serve as the launchpad for the Blue Ribbon Elite program, marking the first time Nike has implemented this model at a university. Ten standout Tigers athletes across a range of sports have been added to Nike’s NIL roster, signaling a shift toward broader representation beyond marquee sports alone.

“LSU and Nike are two of the top brands in sport and an ideal duo,” said Verge Ausberry, LSU’s Director of Athletics. “We’re both committed to innovation and staying ahead of the game. LSU has always been at the forefront of NIL strategy, and launching Blue Ribbon Elite here gives our student-athletes unrivaled opportunities to grow their brands.”

LSU Athletes Selected for Nike Blue Ribbon Elite

The inaugural LSU Blue Ribbon Elite athletes include:

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

For many athletes, the program also creates cross-sport connections rarely seen in college athletics.

“The best part is joining Nike alongside fellow Tiger athletes from other sports,” said Jurnee Robinson, an all-conference volleyball standout. “We’re usually in different seasons and don’t always cross paths, so being connected through Nike is special. I’m excited about what we’ll build together.”

Beyond Branding: A New Model for NIL

Named after Nike’s original Blue Ribbon Sports roots, the Blue Ribbon Elite program reflects the brand’s long-standing role in shaping college sports partnerships—from pioneering all-sports outfitting deals in the 1980s to today’s more personalized NIL collaborations.

Nike’s approach goes beyond sponsorship. Blue Ribbon Elite athletes will collaborate with the brand on product innovation, creative direction, storytelling, and marketing campaigns, while also serving as inspirations within their campuses and communities.

“When programs and athletes sign with Nike, they don’t just wear the Swoosh—they help shape it,” the company noted.

Dedan Thomas Jr., a standout guard, emphasized the personal nature of the partnership. “Nike really takes care of their athletes. There’s a reason they’re at the forefront of athlete marketing. It feels good to partner with a brand that shares your values and supports you beyond the game.”

Investing in Athletes On and Off the Field

Nike’s NIL strategy prioritizes listening to athletes and supporting them holistically—from performance and training to media exposure, content creation, and personal branding. The brand has recently highlighted NIL athletes through national retail campaigns, major product launches, and community-driven initiatives.

Examples include Alabama wide receiver Ryan Williams featured in DICK’s Sporting Goods stores statewide, USC and UCLA athletes debuting the NikeSKIMS campaign, and NIL athletes influencing product innovation such as Paige Bueckers, who became the first NIL athlete to unveil a Nike Player Edition basketball shoe.

Nike has also supported athletes in community impact efforts, including Jerzy Robinson’s Back to School giveaway and JuJu Watkins’ Watts Neighborhood Giveback, reinforcing the idea that NIL can be a platform for purpose as well as profit.

A Partnership Built for the Future of College Sports

Nike executives say the LSU extension and Blue Ribbon Elite launch reflect the company’s belief that the future of college sports must be shaped in collaboration with athletes themselves.

“College sport is woven into Nike’s DNA,” said Ann Miller, Executive Vice President of Global Sports Marketing. “Renewing our partnership with LSU and welcoming these NIL athletes is about more than gear. It’s about collaboration, creativity, and meaningful impact. These athletes aren’t just representing Nike—they’re helping redefine what partnership looks like in this new era of college sports.”

With the LSU partnership secured through 2036 and a new NIL blueprint now in motion, Nike is signaling that the next chapter of college athletics will be driven as much by athlete voice and ownership as by performance on the field.