LSU quarterback Garrett Nussmeier has officially joined the Nike family in a signature NIL contract. For a player coming off a dominant 2024 season, this deal isn’t just a branding move—it’s a marker of where NIL is headed: with top-tier athletes becoming central to what major brands stand for off the field as much as on.

This deal underscores the rise of college football players with NIL deals as more than just promotional faces—they’re partners in culture, visibility, and influence.

Why They Chose Him

Out2Win ranks Nussmeier with an Out2Win Score of 90, placing him among the top 10 most marketable athletes in college football. His online presence backs that up: over 350,000 total followers, including roughly 95K on Instagram and an even larger TikTok audience, and an Instagram engagement rate over 27%—a number many established stars would envy.

He already had several high-profile NIL deals in his portfolio before the Nike partnership: Raising Cane’s, EA Sports, Mercedes Benz of Baton Rouge, T-Mobile, New Era Cap, and Cheez-It. These existing collaborations show he’s not just performing in the game; he’s performing in the marketplace.

On the Field: Proving the Hype

Nussmeier’s 2024 season was eye-catching: over 4,000 passing yards and 29 touchdowns. When the 2025 campaign began, LSU started hot—he led them to a 3–0 record and a top-three ranking. Through those first games, he completed 69 of 106 passes for 689 yards, 3 touchdowns, and 2 interceptions. That kind of production under pressure confirms what brands pay for: consistency, poise, and prime-time moments.

Nike’s Strategic Move

For Nike, the partnership with Nussmeier arrives at a moment when fans care not just about highlight plays, but about athlete narrative. His success in Baton Rouge, combined with social growth and market value, makes him an ideal figure to represent Nike’s investment in football’s next wave of stars.

The deal signals how name image likeness on college athletics is now a central pillar for performance brands. Nike isn’t just landing big names—they’re landing those whose influence and audience are growing rapidly, making every campaign more than just an ad—it’s a cultural moment.

The Bigger Impact

Nussmeier’s Nike contract is more than just another NIL headline. It’s another benchmark that shows how athletes are building personal brands in real time. For LSU, for Nike, and for the basketball-crazed football nation, this signals a shift: the stars aren’t waiting until they’re pro—they’re being recognized now.

For brands, athletes, and fans alike, this deal is a reminder that athlete brand partnerships aren’t just about gear—they’re about visibility, consistency, and aligning with moments that matter. Nussmeier’s season looks to be just getting started—but he’s already making a major statement.