HOKA is Reimagining the NIL Relationship for Some of America’s Best Amateur Athletes
The name, image, and likeness (NIL) floodgates have been open for nearly three years now, and for all the initial excitement around big-name, big-money deals, the question remains: What happens after those partnerships are announced? Are brands supporting the long-term development of young athletes, or is the supposed NIL revolution ultimately just a trend where currency gets exchanged for social media posts?
HOKA, the renowned athletic footwear and apparel brand, is betting on a new reality for NIL that goes beyond one-and-done deals. Instead, it opens doors for future opportunities and maintains relationships with athletes for years to ensure their success.
“I’ve gotten a lot of opportunities and taken my running and the social media side of my life to the next level. I’ve been able to grow as a person and strengthen my skills in working with brands.”
– Kole Mathison
In December 2023, the company took a major step toward fulfilling that vision. As part of a groundbreaking collaboration with Foot Locker, HOKA helped breathe new life into America’s premier high school cross country series: the 44th Cross Country National Championships. What set this apart was the competition itself and the superstar treatment these athletes received—from top-tier shoes and swag to first-rate travel and luxury accommodations. This event set the foundation of a larger strategy encompassing HOKA's dream of a more robust and beneficial NIL ecosystem.
One of the most compelling aspects of HOKA's approach to NIL is the signing of recent champions from the cross country series who are now in college. Take, for instance, an athlete like University of Colorado Boulder cross country runner Kole Mathison, whose journey from high school champion to college star is a testament to the transformative power of NIL. Sharing the highlights of his sports journey and personal stories reveals the depth of his dedication and the profound impact NIL can have on an athlete’s life.
“I’ve gotten a lot of opportunities and taken my running and the social media side of my life to the next level,” said Mathison. “I’ve been able to grow as a person and strengthen my skills in working with brands.”
Jordan Rogers, a notable media personality in the sports industry who was on-site to witness the national championships, applauded the company, saying: “HOKA’s NIL strategy is really smart. They created an amazing atmosphere for those cross country athletes in San Diego.”
HOKA’s commitment to these athletes goes beyond mere sponsorship; it’s about empowering the individuals who embody the spirit of their brand. When you look at the comprehensive state of NIL, it’s evident that HOKA is committed to pushing the boundaries of this evolving landscape. Their deals emphasize growth, accommodation, and development as much as financial gain. Mentorship, skill-building, and community engagement are key elements of every athlete’s relationship.
“HOKA’s NIL strategy is really smart. They created an amazing atmosphere for those cross country athletes in San Diego.” – Jordan Rogers
HOKA’s trail-focused NIL initiative exemplifies their holistic approach, with mentorship as its cornerstone. In this program, HOKA pairs each of their signed athletes with an elite team member, enriching their outreach efforts and providing invaluable guidance to young athletes. This mentorship offers the young athletes both physical and emotional support, helping them navigate their upcoming seasons.
A standout example of this impactful mentorship is the partnership between Summit High School junior runner Ella Hagen and American triathlete Heather Jackson. Both women have achieved remarkable success in their careers, and now they support each other in their new endeavors. This summer, Ella will crew for Heather as she competes in the Western States, one of the world's ultimate endurance tests. In turn, Heather will support Ella in the Youth Chamonix Courmayeur segment of the Ultra-Trail du Mont-Blanc this fall.
“The mentorship program is an incredible opportunity to bring young and experienced athletes together–not only to strengthen the community but to show athletes just how far they can take the sport if they are willing to try,” said Hagen. “I am incredibly excited to be paired with an athlete like Heather Jackson to see first hand that side of the sport and to learn as much as I can from her.”
The excitement surrounding NIL is certainly justifiable, but the challenges and realities of sustaining these partnerships are often under-discussed. HOKA’s collective mindset not only addresses the current needs of NIL beneficiaries but also envisions a future where athletes are prepared in ways that redefine our understanding of the space.
As the NIL landscape continues to evolve, HOKA stands as a trailblazer, proving that there is more to athlete-brand relationships than meets the eye—it’s about fostering growth, inspiring the next generation, and leaving a mark on the world of sports on and off the field.
Learn more about HOKA today.
