In April, global retailer The Athlete’s Foot announced a partnership with LSU basketball star Flau’jae Johnson. This collaboration is one of Johnson’s recent deals related to her name, image, and likeness (NIL).
Over the upcoming year, Johnson will engage in various brand initiatives and community events as The Athlete’s Foot brand ambassador. “It’s an honor to join The Athlete’s Foot as their 2024 Brand Ambassador. This platform allows me to share my story, connect with others pursuing their dreams, and merge my interests in basketball and music. I’m eager to be part of this partnership with TAF and continue to inspire others,” Johnson shared in a statement to FOX Business.
The Athlete’s Foot recently inaugurated a flagship retail store in Atlanta, which also serves as the company’s U.S. headquarters and a community space. Darius Billings, vice president of Marketing and Community Engagement at The Athlete’s Foot, described the new store as a community hub. “We envision this space hosting tutoring sessions or pop-up shops for local designers,” he told FOX Business.
Johnson’s association with the retailer is set to last through 2024, and according to Billings, the NCAA Division I women’s basketball champion is one of their key brand ambassadors. “We are thrilled to welcome Flau’jae Johnson into The Athlete’s Foot family,” Billings added.
At 20 years old, Johnson is highly regarded in the NIL space. Beyond the basketball court, she has collaborated with high-profile artists in the music industry. Her first NIL deal was signed with PUMA over two years ago, and her current NIL valuation is approximately $1.2 million, based on data from On3.
Johnson also appears in Prime Video’s six-part docuseries, “The Money Game,” which examines how LSU athletes navigate the NIL landscape. The series features Johnson alongside former LSU quarterback and current Washington Commanders rookie Jayden Daniels, WNBA star Angel Reese, Tigers gymnast Olivia Dunne, and others.
“The Money Game” aims to highlight the positive impacts NIL has on college athletes. “Viewers will see that NIL is beneficial. Initially, there were concerns it could damage team dynamics or exploit amateur players, but it’s simply athletes getting what they deserve,” Johnson told Fox News Digital. She also noted existing issues within the current NIL framework, which has been in effect since 2021.
“You can observe differences between high-earning athletes and those equally skilled who don’t receive the same opportunities. This series exposes both the glorified and challenging aspects of NIL,” Johnson said.
Navigating the NIL landscape can be complex due to constantly changing regulations. College athletes must balance the demands of being full-time students while building compelling personal brands. Johnson has successfully navigated this space, attributing her success to her mindset. She praised NIL for allowing her to support her family and display her diverse talents.
“[NIL] has made a significant impact. Being able to support my family was crucial for me,” the LSU guard mentioned to FOX Business. “My music earnings remain untouched because NIL provides for me. It’s rewarding to earn from hard work.”
Johnson’s influence extends across social media, with over 1.9 million Instagram followers and 1.6 million TikTok followers. Despite the significant opportunities for monetization, Johnson strategically selects the brands she works with. “This consideration, among others, guides my decisions on partnerships,” noted the 2023 SEC Freshman of the Year.