Brand Is King: How Rising Athletes & Parents Can Strategize Now For Success
With states like Texas moving on NIL rules, the future is calling—are you ready?
States are unlocking new opportunities for athletes under 18, and that means the window for NIL prep is officially open. With Texas now allowing 17-year-olds to enter deals once they’re enrolled in college, it’s time for high-schoolers and their families to get serious about content strategy. This week’s Unwrapped equips you with the roadmap: skill-focused storytelling, values-based branding, and strategic planning to help emerging athletes step into NIL confidently.
Let’s dive in.
Legal Shift: Texas Opens College NIL—But High School Is Still Closed
Texas has officially approved House Bill 126, a law that allows 17-year-old athletes to sign NIL (Name, Image, Likeness) deals—but only after they are officially enrolled in college. This is a major development that aligns Texas with national NIL trends and the ongoing NCAA legal landscape.
Here’s what this means: If you’re a high school senior in Texas and you’ve committed to a college program, you still can’t be compensated for NIL deals while enrolled in high school. But once you officially step onto your college campus—even during the summer—you’re eligible to start monetizing.
This creates a unique gray area for families and athletes. There’s a short window between graduation and college enrollment, and many athletes may be approached by brands or agencies even before they’re officially eligible. That’s why preparation is key.
Texas is still one of seven states that prohibit high school NIL deals, even though momentum is building nationwide. States like California, New Jersey, and New York have already allowed NIL opportunities at the high school level, and we’re seeing more schools and districts grappling with how to support student-athletes through this shift.
So what should Texas athletes do in the meantime? Get your brand right. Just because you can’t monetize yet doesn’t mean you can’t build. The best-prepared athletes will walk onto campus not just as recruits, but as future business leaders who already understand their value.
This moment isn’t about rushing into deals. It’s about laying the foundation—because your moment is coming.
Content Strategy: Build Skill, Values & Personality
When we talk about "building your brand," it's not just about flashy highlights or trendy dances—it's about clarity, consistency, and connection. Rising athletes have a powerful opportunity to show who they are beyond the stats and accolades.
Start by focusing on three key content pillars:
Athletic Skill: Let your talent speak. Share highlights, behind-the-scenes of your training, game-day rituals, or key takeaways from performance. Show people how you work, not just the result.
Interests and Values: Who are you outside of the game? Do you love music, volunteering, sneaker culture, fashion, or your faith? That balance gives fans—and future partners—a more holistic view.
Narrative and Personality: Your story matters. Use your voice to talk about what drives you, what you’ve overcome, and what you’re learning. Whether it’s a caption, a voice-over, or a TikTok moment—own your journey.
The best brands are rooted in authenticity. The goal is to build trust with your audience, so when the time comes to monetize, your followers already know who you are.
And remember—this doesn’t have to be perfect. It just has to be real.
Why It Matters: Preparation Means Opportunity
The NIL era isn’t about luck—it’s about readiness.
Ask yourself:
Do you need a niche? Yes—your story starts with what you stand for.
Is content posting before college helpful? Absolutely—it builds awareness and trust.
Should parents & athletes build together? Definitely—brand voice comes from shared values and accountability.
At The Gifted Collective, we help high-school athletes:
Learn the rules by state
Craft values-driven brand messages
Build a consistent digital presence
Prepare contracts with confidence
Because being spotted early and ready can change your earning trajectory dramatically.
Next Steps: Your NIL Action Plan
Audit your platforms—edit outdated content, tighten privacy.
Create 3 content pillars (skill, values, personality) and post weekly.
Designate “brand days”—light interviews with parents, coaches, mentors.
Understand state laws—know what’s legal now vs. next season.
Plan a launch—quarterly goals for content, partnerships, and audience growth.
The future is not waiting. It’s building—and it’s ours for the taking.
The Update is part of Unwrapped by Andrea Brown, a newsletter by The Gifted Collective. For more strategy support, visit our site or slide into my DMs.