Unwrapped: The Business of Influence
Big Deals, Big Debates: Nike x Skims, NIL Surprises & Fixing the NBA All-Star Game
This week, we’re diving into some of the most interesting moves in NIL deals and brand collaborations. From Ryan Williams making waves in the beauty world with Sally Hansen to Nike x Skims tapping into the athleisure market, brands are getting more creative than ever. But are these partnerships always a perfect match? We’re unpacking it all—from male athletes in beauty campaigns to what makes a successful NIL deal—and offering tips on how athletes can land the right partnerships. Let's get into it!
Nike x Skims: A Power Move or a Risky Bet?
Nike just announced its collaboration with Skims, and on paper, it makes a lot of sense. The athleisure market is booming, with brands like Alo and Lululemon eating up market share. Not every woman identifies with Nike’s historically sport-heavy branding, but there’s an entire audience that lives in leggings, bodysuits, and neutral-toned sets. Pairing with one of the most influential brands in the world, backed by Kim Kardashian’s massive reach, is a clear play to bring those consumers into the Nike ecosystem.
But let’s talk about the risks.
Skims has had its fair share of quality complaints and brand responsibility concerns, and let’s be real—there are Black women who will never support anything attached to Kim Kardashian, for reasons. IYKYK.
Nike is walking a fine line, but financially, this is a calculated risk. If they roll out popular women’s performance products—like the Sabrina Ionescu or A’ja Wilson signature sneakers—in Skims’ signature neutral color palette, it could be a game-changer.
The real test? Who wears it.
If Nike is serious about making this collab feel authentic, the right athlete ambassadors will be key. My picks?
Caitlin Clark – A fan favorite with undeniable marketability.
A’ja Wilson – The best player in the world and a proven leader.
Sophia Smith – A rising star in women’s soccer with crossover appeal.
Brittney Griner – A bold, culture-defining athlete who could push the collab beyond the ultra-feminine aesthetic.
This could be a strategic power move or a PR headache waiting to happen. Either way, I’ll be watching. What do you think—will Nike x Skims be a win?
Ryan Williams x Sally Hansen: A Win for NIL, But What About Women?
Alabama football star Ryan Williams just signed an NIL deal with Sally Hansen, making him the latest male athlete to link up with a beauty brand. It’s a cool full-circle moment—his little sister has been painting his nails for years, and now he’s getting paid for it. But this isn’t the first time a major brand has gone this route. NBA rookie Jared McCain landed a similar deal last year, proving that beauty brands are tapping into the male athlete market.
But here’s my question: Where are the women?
I haven’t seen any major collegiate female athletes land these same types of partnerships. If the goal is to sell nail polish, wouldn’t it make sense to tap into an audience that’s actually buying it in large numbers? It’s an interesting case study of how brands think about NIL deals and marketability. Male athletes clearly bring massive visibility, but will their audiences actually convert into sales?
For NIL athletes looking to land brand deals that actually make sense, here are a couple of key takeaways:
✅ Authenticity matters – Brands want real connections. Williams’ deal works because he genuinely enjoys painting his nails.
✅ Know your audience – The best partnerships happen when an athlete’s audience is aligned with a brand’s target market.
✅ Don’t just follow trends—set them – The most successful NIL athletes lean into what makes them unique and find brands that align.
The Ryan Williams deal is proof that NIL is evolving, but it also raises a bigger conversation about how brands choose ambassadors and who gets access to opportunities. What do you think—should beauty brands rethink their approach to NIL?
What’s Wrong with the NBA All-Star Game? Let’s Talk About It.
Another year, another NBA All-Star Game in the books—but was it actually worth watching? Viewership was down 13% from last year, and fans, players, and analysts all had something to say about the lack of competition. The latest format change didn’t exactly bring the energy back, and the defense was… well, nonexistent.
So, here’s my question to you: How would YOU fix the NBA All-Star Game? Should there be more incentives? A return to the East vs. West format? A totally new concept? Drop your thoughts in the comments, and I’ll do a deep dive next time on what I think could actually work going forward.