LSU Athletics and Nike have just extended their partnership, which now runs through 2036. This isn’t just about sticking together for another decade—it’s a new chapter in how college athletes are valued and supported.
The new Name, Image and Likeness (NIL) program, called “Blue Ribbon Elite,” is launching with LSU as its very first partner. The idea here goes way beyond your typical endorsement deal.
Instead, it’s a partnership aimed at giving athletes a shot at long-term success in sports, business, and culture. The first group includes ten standout athletes, with high-profile Black athletes like DJ Pickett, Trey’Dez Green, and ZaKiyah Johnson leading the way.
This program is a big leap in recognizing the cultural and financial impact that young Black athletes bring to college sports. It’s overdue, honestly.
LSU and Nike: A Partnership for the Ages
LSU and Nike have been linked for decades, shaping the look and feel of college athletics. With the new contract, they’re locked in until 2036.
But here’s where things get interesting: the Blue Ribbon Elite program. This isn’t just about money. It’s about building a real platform for athletes to grow in sports, business, and culture.
The Blue Ribbon Elite Program
Blue Ribbon Elite isn’t your run-of-the-mill NIL deal. It’s got a different vibe—more collaborative, more focused on what athletes actually want and need.
It’s especially meaningful for young Black athletes, who’ve often been sidelined in the massive college sports industry. The first class features:
- DJ Pickett – Football standout
- Trey’Dez Green – Football standout
- ZaKiyah Johnson – Rising basketball star
These athletes aren’t just collecting checks. They’re getting the chance to shape their own stories and start building real wealth while still in school.
Impact on Collegiate Sports
Blue Ribbon Elite is a serious move toward equity and respect for college athletes. The program recognizes the work—intellectual and physical—that student-athletes put in, and it’s turning away from the old amateurism rules that never really fit.
Nike’s approach brings in personalized support, fresh product ideas, and brand storytelling. It gives these young athletes a shot at defining their own futures.
Empowering Young Black Athletes
For Black athletes who’ve too often been overlooked, this partnership with Nike changes the game. The Blue Ribbon Elite program is built to give them real access to third-party deals—no more empty promises.
Deputy Athletic Director for External Affairs Zach Greenwell put it simply: leading in NIL now means giving LSU athletes top-tier earning potential. ZaKiyah Johnson, one of the featured athletes, said she’s thrilled about what this partnership means for her and for women’s basketball in general.
She pointed out that Nike’s commitment to empowering athletes is a big step, not just for her but for anyone hoping to make an impact on and off the court.
A New Era for College Athletics
This isn’t just another uniform contract. It’s a clear signal that the future of college sports is about shared ownership and investing in the athletes who make it all happen.
LSU and Nike are leading the way, and honestly, it feels like college athletics might finally be heading somewhere brighter—and a lot more inclusive.
Looking Ahead
The Blue Ribbon Elite program keeps evolving. It’ll be interesting to watch how other universities and athletic departments react.
LSU’s partnership with Nike? That’s shaping up to be a real example of how to build a more equitable, supportive environment for college athletes.
If you’re curious about the details, check out the full article on BET.
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