Kansas State quarterback Avery Johnson is staying protected this summer—on and off the field. As part of a new NIL partnership with CVS, Johnson is starring in a social media campaign focused on sun care, encouraging fans to stock up on sunscreen as the temperatures (and spotlight) rise.

The campaign adds another creative wrinkle to college football and NIL, showing that standout athletes can align with unexpected but culturally relevant brands when the fit is right.

A Breakout Year Meets a Breakout Campaign

Johnson isn’t just a rising face in NIL—he’s coming off a record-setting season for Kansas State. In 2024, he threw for 2,712 yards and a school-record 25 touchdowns, establishing himself as one of the most exciting quarterbacks in the Big 12. That momentum has carried into the offseason, where he’s now building a brand just as efficiently as he builds drives.

This latest partnership is part of CVS’s broader summer initiative but uniquely customized around Johnson’s laid-back persona and digital reach—making sunscreen more than just a health product, but a personality-driven message.

Why They Chose Him

According to the Out2Win athlete intelligence platform, Avery Johnson has an Out2Win Score of 86, reflecting elite-level marketability among NCAA quarterbacks. With 96,000 followers across Instagram and TikTok and a 15.47% engagement rate on Instagram, Johnson consistently converts views into engagement—something brands like CVS watch closely.

For a campaign that relies on authenticity, approachability, and reach, Johnson was a clear pick. His social tone matches the relaxed summer vibe CVS was aiming for, while his success at Kansas State ensures strong visibility across the Midwest and beyond. In today’s NIL ecosystem, this is what smart college football partnerships look like.

Building Athlete Brand NIL Through Everyday Relevance

While most NIL deals chase hype, this one leans into building athlete brand NIL through subtle, day-to-day value. CVS didn’t need viral stunts—they needed an athlete who felt relatable, confident, and trustworthy. Johnson delivered that, not through flash, but through familiarity.

By tying his platform to a lifestyle necessity like sunscreen, Johnson expands his personal brand into something more accessible to a broader audience—including families, student-athletes, and younger fans. It’s a reminder that brand alignment isn’t just about prestige—it’s about positioning.

What It Says About College Football QB NIL Money

This campaign also adds to the growing conversation around college football QB NIL money. While top-tier quarterbacks often attract attention from performance brands, Johnson’s deal shows there’s real value in partnerships that build lifestyle reach—even if the product isn’t sports-specific.

It also reinforces that high-performing quarterbacks can create NIL value beyond football culture. Johnson’s ability to secure deals like this comes from a combination of performance, personality, and presence—a formula that’s defining the new NIL marketplace.