Michigan running back Justice Haynes is redefining what it means to win off the field. In a headline-making move, Haynes has secured an ownership stake in health and wellness brand Loom Juice as part of a new NIL deal—making him one of the first college football players in the country to convert name, image, and likeness rights into true business equity.

This isn’t just another endorsement. It’s a long-term investment that signals a growing shift in college football and NIL, where players are no longer just brand partners—they’re brand builders.

Ownership, Not Just Endorsement

While many NIL deals revolve around social posts or short-term campaigns, Haynes’ partnership with Loom Juice gives him something far more valuable: a seat at the table. By gaining equity in the company, Haynes is now directly tied to the brand’s growth and success.

The move reflects a new era of college football partnerships—one where athletes are leveraging their platforms not just for visibility, but for ownership, strategy, and long-term wealth.

Why They Chose Him

According to the Out2Win athlete intelligence platform, Haynes is one of the most marketable football players at the University of Michigan, thanks to both performance potential and digital influence. He currently holds a 45% engagement rate on sponsored content, making him an elite-level partner for brands looking to drive authentic, high-impact connections with fans.

For a company like Loom Juice—focused on transparency, health, and community—Haynes is a natural fit. His platform reflects purpose, his brand reflects discipline, and his audience is highly responsive. That’s the recipe for meaningful NIL success.

Building Athlete Brand NIL: The New Blueprint

Haynes’ deal is part of a growing wave of athletes focused on building athlete brand NIL strategies that extend far beyond jersey sales or appearances. By tying himself to an emerging company with real growth potential, he’s not only enhancing his brand but creating a long-term asset that could carry value well past his playing career.

More importantly, it shows that athletes now have more leverage—and more options—than ever before. Haynes chose a deal rooted in vision, not just value. And that’s a mindset we’re seeing more often among top-tier college athletes.

College Football and NIL Is Evolving Fast

This move reinforces how fast the world of college football and NIL is changing. Equity-based deals like this one signal that players, especially those at top programs like Michigan, are thinking bigger. They're no longer just faces of campaigns—they’re becoming collaborators and stakeholders.

Haynes’ NIL strategy isn’t just smart—it’s precedent-setting. As more athletes seek control over their financial futures, deals like this will shape the new norm in athlete entrepreneurship.