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Authenticity is Key

And why this has long-term value for you as an athlete and beyond

As student-athletes build their brand, there are many factors to consider.

Along with being yourself, it’s critical to be authentic.

Why?

This makes student-athletes more relatable to their audience.

It showcases the real you.

You don’t force yourself to be someone you are not.

And when you are inauthentic, people (and brands) will see right through you.

Case Study

High School golf phenom Kihei Akina recently signed an NIL partnership with apparel company Eastside Golf.

Seems like a pretty standard NIL deal, right?

Not so fast.

Let’s dig in to how this deal is different.

• Regular consumer

  • From the linked article: Eastside Golf was made aware of Kihei years ago through word of mouth from a friend of the brand… during their first meeting, Akina was wearing an Eastside Golf and Jordan collaboration polo.

  • Wearing/consuming products of brands athletes like is much more organic than forcing a partnership (either from the brand side or athlete side.)

    • Additionally, athletes who partner with brands they regularly use/wear makes for a more authentic partnership - and generally better content.

• Culture

  • This is prominent for both Kihei and Eastside Golf; Kihei proudly displays his Hawaiian roots regularly, and Eastside Golf via promoting diversity and bringing culture inside the sport.

  • Additionally, a potential product collab combining their respective cultures could be beneficial for both Kihei and Eastside Golf.

• Younger demographic

  • Given that Kihei is currently in high school (he will head to BYU in Fall 2025), and Eastside is targeting younger golfers and golf fans, this partnership makes sense on multiple levels.

Thank You for reading today’s newsletter

^{I discuss insights and news related to NIL and personal branding for athletes every Wednesday at 12p ET/9a PT.}

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