American Eagle Unveils Influencer Program for Student Athletes

American Eagle didn't wait on the sidelines after the National Collegiate Athletic Association relaxed its sponsorship rules, launching the #AEAthleticDept program to work with student athlete influencers, the retailer's CMO Craig Brommers revealed exclusively to Adweek. The launch coincides with the start of football season, and the brand has fittingly brought on board Kedon Slovis, a quarterback at the University of Southern California, and Auburn University's Tank Bigsby, one of the most highly rated running backs at the college level. American Eagle also scored Olivia Dunne, a gymnast at Louisiana State University who is the most followed college athlete on TikTok with 4.4 million followers. To secure Slovis and Bigsby, the apparel brand worked with the two players' agency Klutch Sports Group, while Dunne was signed via her representative William Morris Endeavor. A growing network of college athletes The newly signed influencers are the first of many American Eagle is planning to announce after the NCAA granted student athletes the right to monetize their names, images and likenesses beginning in July. Yahoo Brand In the Know Launches a New Style Vertical Focused on Shoppable Commerce For decades, the NCAA restricted college athletes' ability to make money, but the body that governs intercollegiate athletes changed its policy following a narrow ruling by the U.S. Supreme Court in June that said modest payments would no longer be barred. "Certainly the ruling that brands could work with NCAA athletes was game-changing," Brommers said. "At AE, our core audience is age 15 to 25, and college is an important part of that demographic." There is a realness and authenticity to college athletes... that other influencers don't have.Craig Brommers, CMO, American Eagle Outfitters Sports remain top passion for students In fact, as soon as the NCAA relaxed its guidelines, American Eagle immediately began receiving direct messages on social media from student athletes who wanted to partner with the brand, which led to the creation of the program. "Given our younger demo, social media is an important part of our engagement," Brommers noted, adding that American Eagle's customers have cited sports as one of their top passions, along music and activism. While the #AEAthleticDept program will primarily foster the creation of content to be featured on national marketing channels, each athlete American Eagle signs will be featured on its website and blog as well with a focus on what they wear and the activities they enjoy. The retailer will also coordinate local community giveback events with each athlete. The focus on the everyday lives of these student athletes is key, given that many college students are returning to campuses for the first time this fall since the beginning of the Covid-19 pandemic. "There is a realness and authenticity to college athletes... that other influencers don't have," Brommers said. An Investment App Is Footing the Bill for College Students Using FOS’ First Paid Product