NIL ATHLETE PARTNERSHIPS

EXPRESS • FALL 2022

Since the launch of the Express men’s business, athletics have been part of the brand DNA. In 2022, when the NCAA decided to allow athlete compensation and participation in brand deals, Express was the first to partner with The Ohio State University and two of their star football players: quarterback C.J. Stroud and wide receiver Jaxon Smith-Njigba. We tapped celebrity/pro athlete stylist Brandon Williams to style the guys, and together we created social-first content about personal style and confidence on and off the field.

Social content

Captured in a style that feels native to social, this content leverages creative transitions, trending audio and fan questions for high engagement.

MARCH MADNESS

Spring 2023

Leading up to March Madness, we partnered with four NCAA basketball players to create TikTok-first styling content to go live throughout the tournament: Keyonte George (Baylor), Nick Smith (Arkansas), Justice Sueing (OSU) and Jahvon Quinerly (Alabama).