Ahead of the 2022 school year, the NCAA's new Name, Image, and Likeness (NIL) policy took effect, allowing college athletes to profit from their personal brands and endorsements for the first time. The year also marked the 50th anniversary of Title IX, the groundbreaking federal law prohibiting sex discrimination in federally funded educational programs, including athletics.

To celebrate these milestones, adidas signed 15 female student-athletes as part of its inaugural NIL partnerships, highlighting its commitment to inclusivity and advancing opportunities in sport. These athletes were then featured in the 2022 NCAA Ultraboost campaign, making it the first sports brand product launch led by NIL athletes—a momentous step in elevating student-athlete representation and empowerment.

BACKGROUND

The 2022 NCAA Ultraboost collection was created for 12 partner universities and led by the 15 female athletes signed as part of adidas' inaugural NIL partnerships. The campaign included the creation of 13 toolkits: one for the full collection and 12 tailored to each university. These toolkits showcased premium athlete and product key visuals optimized for use across social media, PR, retail, wholesale, and eCommerce. In addition to producing the toolkits, the project involved developing a comprehensive go-to-market strategy aimed at engaging students, alumni, and fans, ultimately driving demand and sell-through for the collection.

THE CONSUMER

COLLEGE STUDENTS

1.

ALUMNI network

2.

COLLEGE FANS

3.