The Jordan Brand just made a pretty bold move in the world of collegiate Name, Image, and Likeness (NIL) deals by unveiling its “Class of 2025.” This group of standout athletes signals a new direction for the brand, focusing not just on on-court talent but also on heritage and culture.
The roster features University of Connecticut’s Sarah Strong, Syracuse guard Kiyan Anthony, and Duke freshmen Cameron and Cayden Boozer. It’s actually the first time the brand has signed men’s college basketball players to NIL contracts—kind of wild, right? Feels like a new era for their endorsement game.
The Shift in Jordan Brand’s NIL Strategy
This latest NIL class shows Jordan Brand is leaning into family stories and cultural meaning in their endorsements. In the past, they mostly outfitted men’s college teams and picked up football stars for individual NIL deals.
Now, with Kiyan Anthony and the Boozer twins, they’re making a real push into basketball. It’s a noticeable shift—maybe overdue?
Highlighting Heritage and Cultural Resonance
Bringing on Kiyan Anthony and the Boozer twins really highlights Jordan Brand’s focus on heritage. Kiyan, son of NBA Hall of Famer Carmelo Anthony, brings instant recognition.
His partnership with the brand feels like a passing of the torch, tying the brand’s history to its future. Kiyan’s already grabbing attention at Syracuse, putting up 13.8 points, 2.6 rebounds, and 1.6 assists per game as a freshman.
The Boozer brothers, sons of former NBA All-Star Carlos Boozer, are also making waves at Duke. Cameron Boozer, the nation’s top power forward, leads the Blue Devils in both scoring and rebounding.
His twin, Cayden, not only has five-star talent but also a big social media following. Together, they give Jordan Brand a fresh marketing angle, connecting tradition with what’s happening now.
Sarah Strong: Continuing the Commitment to Women’s Basketball
On the women’s side, Jordan Brand’s commitment is still going strong. Sarah Strong, the reigning National Freshman of the Year at UConn, is proof of that.
She joins a standout NIL roster that already includes names like Kiki Rice and Mikaylah Williams.
Sarah Strong’s Impact on the Court
Sarah’s been a force, leading the Huskies in rebounds (11.0) and assists (5.2), and scoring 19.6 points per game. Her versatility makes her a core player for UConn and a great ambassador for the brand.
With both parents having played pro ball, Sarah’s carrying on a family legacy. It just fits with Jordan Brand’s strategy of celebrating culture and heritage.
The Broader Implications of Jordan Brand’s NIL Strategy
Signing this group isn’t just about endorsement deals for Jordan Brand. It’s about finding cultural ambassadors who connect with fans on a deeper level.
From Transactional to Collaborative Partnerships
The NIL landscape is shifting, and Jordan Brand’s approach is evolving too. They’re moving away from quick sponsorships and aiming for more meaningful collaborations—stuff that goes beyond the court.
Kiyan Anthony, for example, wants to honor his family name and build a legacy, not just collect stats. He’s thinking about community impact, which feels pretty important.
The Boozer twins aren’t just athletes either—they’re shaping up to be cultural figures. Their goal is to follow in the footsteps of Jordan Brand legends, keeping that link between tradition and what’s next alive.
Conclusion
The announcement of Jordan Brand’s “Class of 2025” feels like a real turning point in the brand’s NIL strategy. Signing Kiyan Anthony, Cameron Boozer, Cayden Boozer, and Sarah Strong isn’t just about adding names to a list.
It’s a move that feels like an investment in the future of both sports and culture. These athletes aren’t only players—they’re cultural ambassadors, carrying the brand’s values and vision in their own way.
If you want to dig deeper into this announcement, you can check out the full article here.
- Schools Covered
- College Football Articles
- Men's College Basketball Articles
- Men's College Soccer Articles
- Women's College Basketball Articles
- Olympic Athlete Articles
- Men's College Baseball Articles
- College Sports Media Professionals Articles
- Hall of Fame Member Articles
- Former College Player Articles
- Game Previews
