If you had told me during my college days at the University of Connecticut that one day the company I founded would have its name on the university’s basketball court, I never would have believed you. The story of how we got there started with our decision to enter the NIL space.
When NIL (the commercialization of name, image, and likeness for the benefit of athletes) transformed college athletics, Madison Reed was one of the early brands to get involved. As the founder and CEO of a company built on empowering women, I wasn’t looking for a traditional celebrity endorsement. I was looking for partners who embodied the resilience, confidence, and determination that have always defined our brand.
From the beginning, we believed women athletes deserved opportunities that had been primarily afforded to their male counterparts. We wanted to build partnerships that created long-term opportunities for women athletes while also growing our business. That’s why we chose to partner with University of Connecticut Athletics, as well as form NIL deals with its athletes—creating a connected program that supported the university, expanded opportunities for players, and gave our brand an authentic place within the community. Through that partnership, we’ve had the privilege of working alongside athletes like Paige Bueckers and Azzi Fudd (WNBA players who attended UConn), whose roles as our brand ambassadors and impact advisors have shaped our business in ways that extend far beyond a campaign.
Here are three lessons I’ve learned about how to turn NIL partnerships into something much bigger than a campaign.
Make sure you have shared values
The partnerships that become something bigger are the ones where both sides genuinely believe in what you’re building.
Hair care and coloring is our business, but some of my favorite conversations with our athlete partners have nothing to do with hair color. They’re about the people who helped them get where they are today and their desire to create those same opportunities for others. I’ve been struck by how committed these women are to giving back—whether through youth training camps, mentorship, or supporting the communities that believed in them long before anyone knew their names.
When they learn about the careers we’ve created for our colorists—93% of whom identify as women and 67% as BIPOC—with financial stability, health benefits, and opportunities to grow into leadership roles, they see another way of investing in women. They recognize that our commitment extends beyond the products we sell to the people and communities we serve.
It gives them another reason to be part of our story, a purpose that goes beyond the value of the partnership itself. That shared purpose creates trust, deepens understanding, and helps both sides see they’re working toward something bigger than a social post or photo shoot. That’s when people stop feeling like spokespeople and start becoming brand advocates.
Treat athletes like partners
We’ve always believed in treating our athlete brand ambassadors like partners, not just spokespeople. That means inviting them into conversations about the business, listening to their perspective and creating opportunities for them to contribute beyond the campaign itself. Our athletes have participated in product development, helped influence marketing campaigns, and joined our HQ team as interns.
Some of the most meaningful work we’ve done together has gone well beyond the original contract deliverables. When Paige Bueckers collaborated with our team to create her signature hair color shade, she wasn’t simply promoting a product—she was helping create it. That kind of collaboration only happens when you treat your partners as contributors, not just talent.
When people feel like true partners, they don’t just help execute your vision; they help build it.
Build beyond the campaign
That means thinking beyond a campaign, from opportunities for equity in our company to potentially becoming one of our first franchisees. Whether it’s Azzi Fudd interning with our marketing team while earning her MBA or exploring new ways to help athletes build careers beyond the court, the goal is the same: to help our partners grow as much off the court as they do on it.
My advice to leaders considering NIL is to think beyond the campaign. Invite athletes into your business. Listen to their ideas. Create opportunities for them to contribute. It’s the right thing to do, and in our experience, it’s also been very good for business.
If you’re a founder or business leader exploring NIL, my door is always open. The more businesses that invest in women athletes as true partners, the more opportunities we create together—not just for athletes, but for the future of women’s sports and the next generation of leaders.
At Madison Reed, this is only the beginning. As our business evolves, so will our athlete partnerships. I can’t wait to see what we’ll build together next.