Notre Dame running back Jeremiah Love has added another big win to his résumé—this time off the field—inking a major NIL partnership with New Balance. The deal puts Love alongside an expanding roster of top-tier athletes for the global footwear and apparel brand, underscoring the company’s growing investment in college football players with NIL deals.

Love’s signing is another example of how the impact of name image and likeness on college athletics is changing the endorsement game. While brands have long pursued household names in professional sports, the NIL era has created opportunities for college athletes who bring a unique mix of performance, personality, and digital influence.

Building on a Breakout Season

Love’s 2024 season was nothing short of electric. The junior running back rushed for 1,125 yards and found the end zone 17 times, becoming a key piece of Notre Dame’s playoff push. His combination of speed, vision, and power on the field—paired with his rising profile online—made him a prime target for brands seeking meaningful athlete brand partnerships.

New Balance, which has been steadily expanding its presence in the NIL space, saw in Love a perfect fit: a proven performer with growing mainstream appeal.

Why They Chose Him

According to the Out2Win Athlete Intelligence Platform, Jeremiah Love carries an Out2Win Score of 79—placing him among the most marketable players in college football. His Instagram following sits at 106.8k with a strong 13.92% engagement rate, and his audience has surged 60.22% since the College Football Playoff.

This type of growth signals more than just hype—it’s a sign of genuine fan connection. Love’s mix of consistent on-field production and an engaged, expanding digital community gives him unique value in the NIL marketplace.

A Strategic Fit for New Balance

By signing Love, New Balance adds a rising star who not only fits its brand ethos but also strengthens its position in name image likeness college athletics. In recent years, the brand has balanced established professional names with high-upside college athletes who can grow alongside the company.

For Love, the partnership offers more than just endorsement income—it’s a chance to align with a brand that can elevate his visibility as he heads into what could be a defining year.

What It Means for NIL

This deal is another sign that NIL partnerships are evolving beyond one-off social posts or local endorsements. National brands are investing in long-term relationships with athletes who bring a strong combination of performance, personality, and influence.

For Notre Dame fans, it’s further proof that Love is one of the program’s most valuable assets—on and off the field. For brands, it’s a reminder that athlete brand partnerships in the NIL era can deliver real returns when the athlete’s game and engagement both show elite potential.