Under Armour has added another high-profile athlete to its roster, securing a deal with five-star quarterback and BYU commit Ryder Lyons. The agreement puts one of the most marketable high school athletes in the nation at the center of a major brand campaign, further underscoring how college football players with NIL deals are reshaping the sports marketing landscape even before stepping onto a college field.

For Lyons, the deal highlights both his on-field success and his off-field influence—making him a prime example of the impact of name image and likeness on college athletics.

Why They Chose Him

According to the Out2Win Athlete Intelligence Platform, Ryder Lyons is among the most marketable athletes in the country. His social footprint is already staggering: 225K Instagram followers and 361K TikTok followers, giving him an edge that rivals established college players. Lyons also pulls in strong engagement across both platforms, showing that his audience isn’t just watching—they’re interacting.

On the field, Lyons has lived up to his five-star billing. As a senior at Mission Viejo High School, he showcased the dual-threat ability that made him one of the most sought-after quarterbacks in the 2025 recruiting class. His decision to commit to BYU reflects not only his fit with the program but also his potential to become the face of the Cougars for years to come.

Beyond Under Armour, Lyons has already landed a notable partnership with Invisalign, signaling that brands see long-term potential in his influence and relatability.

Under Armour’s Bet on the Future

This NIL agreement is about more than just athletic apparel. For Under Armour, it’s a chance to align itself with a player whose ceiling appears limitless. With Lyons preparing to make the leap from high school to college, the brand is positioning itself early to build equity in his story.

It also fits a broader strategy where companies aren’t waiting for athletes to prove themselves on a national college stage before signing them. Instead, they’re investing early, betting on athletes whose personalities and digital presence can carry as much weight as their stats.

Athlete Brand Partnerships Continue to Evolve

For Lyons, the deal is about more than just performance gear—it’s about expanding his platform. Under Armour gives him an international stage, while his growing social media base provides the kind of audience most freshmen could only dream of.

This collaboration shows how name image likeness college athletics is evolving: NIL isn’t just about highlighting superstars who have already made headlines; it’s about identifying athletes who can shape the narrative of the sport in the years to come.

As Ryder Lyons prepares to begin his career at BYU, his Under Armour partnership makes clear that he’s already arrived in the world of athlete brand partnerships. And for the brand, it’s another signal that NIL is no longer a short-term play—it’s an investment in the next generation of stars.