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Today’s Case

Florida gymnast Leanne Wong turned bows into an NIL success story

Florida All-American gymnast and Tokyo 2020 Summer Olympics Team USA alternate Leanne Wong has capitalized on her NIL rights to market and sell thousands of units of custom merchandise. The origin of her business began in an unlikely place: a high school elective course.

In high school, Wong noted she didn’t receive academic credit for physical education for competing in gymnastics outside of school, and instead enrolled in a number of electives. One of these classes included fashion and interior design, where one project required students to design an outfit, then physically create one element of the outfit.

Wong has sold bows in person at gymnastics meets and camps, as well as via digital avenues, such as Instagram, email and text messages. Since December 2021, she has sold approximately 10,000 bows, plus nearly 900 units of her three signature leotards. The bows range from $15 for a mini bow to $37 for a pack of two that are Gators-themed, with the leotards sell for $70 each.

Wong: “That’s just been really amazing to bring the innovation of my signature, handmade bows that a lot of gymnasts have never worn. It’s not like a ribbon or something. Just seeing all these young girls wear my bows and knowing that my signature’s on there has been really cool and inspiring them to chase their dreams and achieve their goals.”

The Verdict:

• Applaud the creativity and hustle

  • She took a simple concept (bows) that is a part of gymnastics culture (to an extent) and created a business from it. It also resonates at every level of gymnastics, from Olympic to collegiate to youth.

• Creating products for NIL doesn’t need to be a net-new activation

  • This proves that small modifications to current products can work, and leveraging pieces for specific sports is valuable.

    • ie., headbands for basketball, mouthguards for football, etc.

• Tap into a niche audience that has great carryover

  • All sports have engaged fanbases. Athletes should leverage their followers to boost their NIL and create products and services their fans will love and purchase.

    • Good way for athletes to earn some NIL dollars and continue to build their brand.

More NIL deals should happen locally

Athletes should focus efforts on places close to campus and in their college town. Check out this short video for more!

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Court is adjourned. Go be great!!