Travis Kelce isn’t just winning on Sundays—he’s now bringing his style game to the NIL space. The NFL tight end has teamed up with American Eagle to launch a new collaboration, and the campaign is powered by some of the most marketable athletes in college and Olympic sports.

Headlined by Ohio State wide receiver Jeremiah Smith, UConn basketball star Azzi Fudd, Penn State quarterback Drew Allar, and rising Syracuse freshman Kiyan Anthony, the project also features UNC tennis recruit Anna Frey and Olympic gymnast Suni Lee. Together, they represent a wide cross-section of sports, blending fashion, culture, and athletics into one of the most ambitious NIL campaigns to date.

This collaboration reinforces how athlete brand partnerships are becoming central to marketing strategies, while also highlighting the impact of name image and likeness on college athletics.

Why They Chose Them

According to the Out2Win Athlete Intelligence Platform, every athlete in the campaign holds top-tier scores that prove their marketability:

• Jeremiah Smith (Out2Win Score: 98)
  Widely regarded as the most marketable player in college football, Smith has 683K followers and an 8.17% engagement rate. Already partnered with Red Bull, adidas, EA Sports, and Nintendo, he’s a proven name for big brands. On the field, he started his season with six catches for 43 yards in a gritty 14–7 win over No. 1 Texas—further cementing his reputation as a playmaker.

• Azzi Fudd (Out2Win Score: 98)
  Fresh off helping UConn to another national championship, Fudd’s profile has skyrocketed. She’s seen more than 100% follower growth across TikTok and Instagram in the last five months, now sitting at 1.3M total followers with a 12.98% engagement rate. With NIL deals spanning Raising Cane’s, Bose, Paula’s Choice Skincare, and Intuit, she’s as dominant online as she is on the court, where she averaged 13.6 points on 47.4% shooting.

• Kiyan Anthony (Out2Win Score: 97)
  The son of Carmelo Anthony is stepping into his freshman season at Syracuse with 1.7M total followers already behind him. A highly ranked recruit, Anthony has built his own audience through personality-driven content and partnerships with brands like Dick’s Sporting Goods. His presence brings a generational appeal to the campaign.

• Drew Allar (Out2Win Score: 83)
  Penn State’s leader under center, Allar has turned his steady play into NIL visibility. He boasts 132K followers with a 17.13% Instagram engagement rate. His partnerships include EA Sports, T-Mobile, and Hulu. Allar started his 2025 season strong, going 22-of-26 for 217 yards and a touchdown in a dominant win over Nevada.

• Anna Frey (Out2Win Score: 94)
  A UNC tennis commit, Frey is one of the most influential high school-to-college athletes in the NIL space. With 846K Instagram followers and 2.2M on TikTok, she’s a force in digital sports culture. Her deals with FILA, Head Tennis, and Mejuri prove her crossover potential.

• Suni Lee (Out2Win Score: 97)
  Already a global name, Lee has 7.2M followers and a résumé that includes multiple Olympic medals. Beyond gymnastics, she’s inked deals with Lululemon, HOKA, Target, and SKIMS, and was named a rookie headliner for the 2025 Sports Illustrated Swimsuit edition. Her presence elevates the collaboration beyond college sports into global recognition.

American Eagle’s Play in NIL

The decision to align with this group of athletes reflects American Eagle’s long-term vision: pairing a cultural icon like Travis Kelce with emerging sports stars who resonate across audiences. This strategy not only taps into massive fan bases but also ensures authenticity across demographics, from Gen Z to mainstream sports fans.

Unlike traditional campaigns, this one doesn’t just put athletes in branded gear—it positions them as tastemakers. That blend of athletic credibility and cultural influence is what’s driving the next wave of college football players with NIL deals and name image likeness college athletics as a whole.

The Bigger Picture

For Kelce, the collaboration blends his off-field persona with a new generation of athletes, while for American Eagle, it’s proof that NIL partnerships can drive cultural conversations, not just product sales.

With stars like Jeremiah Smith and Azzi Fudd at the forefront, this campaign is more than a clothing drop—it’s a cultural statement, showing just how powerful athlete-led collaborations can be in today’s sports and lifestyle markets.