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Today’s Case

How Wrangler is using NIL to attract younger customers

Wrangler has marketed with pro sports for decades. Thanks to NIL, they are now reaching a younger demographic.

In the last two years, the company has signed 10 college athletes to NIL deals to help promote a collection of licensed collegiate apparel. University of Texas athletes Quinn Ewers (football) and Asjia O’Neal (volleyball), and Ohio State tight end Cade Stover post regularly on social media wearing Wrangler merchandise, giving the company a bigger presence with the under-35 age group.

While the company is in a “test and learn phase” with NIL, John Meagher, senior director of marketing for Wrangler, said he’d like to see the marketing around colleges and college athletes become a major way it sells Wrangler clothing.

Meagher: “It’s the evolution of sports sponsorships. It is the intersection between sports marketing and influencers, engaging with audiences. That’s what we like about it. It feels authentic.”

The Verdict

• Smart approach for a legacy brand to tap into NIL

  • Brands like Wrangler are adjusting their marketing strategy to modern times to their advantage. It also helps that Ewers wears Wrangler products regularly (even without the partnership), making a collaboration more authentic.

  • Brands don’t need to abandon their core demographic; rather, knowing they can market to multiple audiences is key.

  • Companies who don’t find value in college athletes as influencers will soon be left behind.

• Regional focus

  • Meagher notes the state of Texas is a primary focus for the brand’s NIL strategy (hence the Ewers and O’Neal signings, along with UT athletes from various teams). And again, they are reaching a specific fan base with the partnerships.

    • Meagher also wants to do more deals with SEC athletes, which helps get their products in front of a younger audience in the southeast United States.

• Long-term partnerships

  • With O’Neal being drafted to the new Pro Volleyball Federation league, and Ewers and Stover predicted to be top NFL draft picks when they decide to leave college, these partnerships can carry over for multiple years.

  • Athletes should be focusing efforts on extended partnerships vs. one-time deals, as the former provides extended value over a longer period of time.

Three NIL resources for student-athletes

These are the three people every student-athlete should stay connected with regarding NIL. Check out this video for more!

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^{I discuss insights and news related to name, image and likeness in 3 minutes or less every Monday, Wednesday and Friday at 12p ET/9a PT.}

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