Agencies are taking a bigger role in connecting their clients with the fashion world
Fashion and sports have been connected for decades, evolving from simple brand deals for shoes and shirts to becoming a way for some of the world’s biggest agencies to leverage their clients’ love of wearing elaborate and extravagant outfits. From the biggest players in the space such as CAA, Klutch and Wasserman, to independent agencies […]
Fashion and sports have been connected for decades, evolving from simple brand deals for shoes and shirts to becoming a way for some of the world’s biggest agencies to leverage their clients’ love of wearing elaborate and extravagant outfits. From the biggest players in the space such as CAA, Klutch and Wasserman, to independent agencies such as Priority Sports, agencies are increasingly making more moves into fashion as a long-term play for clients and, ultimately, cultural capital.
“Obviously, fashion helps lead pop culture and sets a tone for the zeitgeist in the entertainment community,” said CAA fashion agent Elizabeth Mitchell. “So we help make the connectivity between [clients] and the actual fashion platform — whether that be a product line, capsule, runway show, all of those types of things — just to help identify a conversation between parties and so, ultimately, everybody can monetize it.”
CAA Sports features clients including active NBA players Jalen Green of the Houston Rockets, Jaren Jackson of the Memphis Grizzlies and Kyle Kuzma of the Milwaukee Bucks, as well as retired legends Dwyane Wade and Venus and Serena Williams. CAA provides access to marquee brands and big events, often finding connective tissues between divisions under the CAA umbrella.
In a similar vein, Rich Paul’s Klutch Sports has begun diving deeper into fashion with the addition earlier this year of a dedicated individual to lead that department in-house, though it asked that her name not be made public. It’s a shift from resorting to using outside firms to advise on deals and collaborations. Those employees at Klutch often work closely with United Talent Agency, a Klutch partner, and its fashion division. Most recently, Klutch client and Eagles quarterback Jalen Hurts attended the 2025 Met Gala on behalf of British luxury fashion house Burberry.
“You look at someone like Jalen and he’s incredible for us,” said Eric Eways, head of marketing for Klutch. “He had a lot of creative freedom in that event for picking out his outfit, and it’s another way to show him without the helmet and a little bit of his personality, especially with his significant other. It was still him, just in a different light.
“But [fashion] is something that he also just frankly enjoys. It’s not about necessarily a marketing play tied to it, but more about expressing himself.”
The rise of social media deserves some credit for the increased connection between brands and athletes. Brands can get a quick bump from athletes repping them on game day, and athletes can cultivate their own images through social media platforms, especially Instagram.
“All everyone is talking about is the tunnel walk. Athletes have created an environment for them to be special and branded, and some are really intentional with their look. They work with stylists amd tag brands on social media,” said Circe Wallace, Wasserman executive vice president of Women’s Sports, Olympics and Action Sports. “You’re even seeing brands reach out for opportunities in the tunnel.”
When it comes to forging brand deals and collaborations, it starts with authenticity. Sometimes, athletes will wear fashion items without an official deal with a particular brand, making it easier for agencies to pitch a partnership.
Priority client and 76ers guard Miles McBride had been interested in apparel from luxury fashion house Acne Studios long before he joined the NBA in 2021. By the time he was finally in the league, he had begun wearing Acne products through tunnel walks, which helped the agency reach out about teaming up.
“Miles loves Acne Studios,” said Alex Shaw, Priority Sports’ marketing manager. “Sometimes the players won’t even tell us. But if I see that he’s wearing something a lot, I’ll reach out to that brand, send it to their PR group and show them that he’s been wearing them authentically and spending his own money.
“That then builds the relationship. Some opportunities do come across our desk, but we’re usually pretty intentional and aggressive about trying to get out there.”
Since the NCAA allowed athletes to cash in on NIL (name, image, and likeness), the number of basketball players declaring early for the NBA draft has steadily declined. In 2021, 363 players—including international players and NCAA athletes—entered their names. This year, the total has dropped to 106 players, the fewest since 2016. Fifty-one “non-international” players […]
Since the NCAA allowed athletes to cash in on NIL (name, image, and likeness), the number of basketball players declaring early for the NBA draft has steadily declined. In 2021, 363 players—including international players and NCAA athletes—entered their names. This year, the total has dropped to 106 players, the fewest since 2016. Fifty-one “non-international” players have since opted out, leaving just 32 non-international players in the draft.
The opportunity to earn money in college gives players leverage they’ve never had before when negotiating with NBA teams. Agents are advising many players to remain in college due to the NIL earnings—and new revenue-sharing dollars from the House v. NCAA settlement—two agents tell Front Office Sports.
“If you are not a guaranteed first-round pick, top-20, top-30 guy—unless you really do not want to play college basketball anymore, we are recommending and most of them are staying in school as long as they possibly can,” Michael Raymond, president and founder of Raymond Representation, tells FOS.
For those with little to no chance of making an NBA roster, the calculus is obvious. But even for players on the bubble of being a first-round pick, eschewing the draft is often the best option.
In the pre-NIL era, players would be happy to settle for two-way contracts, or Exhibit 10s, with no guarantee they’d be chosen in the second round. NBA two-way contracts max out around $600,000, and straight G League deals start at around $40,500. They weren’t making any money in college, and the allure of professional life was just too great.
But now, the NIL earnings are more than enough of a fallback in case they aren’t getting drafted. To remain competitive, a power conference program would have had to spend about $3 million to $4 million in aggregate to remain competitive, a source previously told FOS. That’s an average of a healthy six figures for each of the 13 scholarship players. And the top players in the country, often those vying for these NBA roster spots, are often making seven figures. The freedom of movement provided by the transfer portal allows athletes to negotiate for more earnings, too.
“Unless [an NBA team] was willing to guarantee a spot, there’s no way that I’m playing with the kid’s future,” Alex Saratsis, Octagon’s co-managing director of basketball, tells FOS.
This past spring, UAB forward Yaxel Lendeborg was dubbed one of the best big men available in the NCAA transfer portal. He committed to Michigan, a power conference program with major resources, while also declaring for the NBA draft, where he was projected to be a late first-round pick. He ultimately withdrew from the draft at the end of May, and he will play his last year in college for the Wolverines.
Bob Donnan/Imagn Images
Lendeborg, who signed with Octagon a few weeks before deciding to stay in Ann Arbor, wasn’t the only one Saratsis represents who made that decision. Notre Dame’s Markus Burton decided not to enter the draft at all and play another year with the Fighting Irish. Greek player Neoklis Avdalas reportedly received a second-round grade after entering the draft and opted to withdraw and commit to Virginia Tech.
“Why would we [advise them to declare] when they’ve got an opportunity to make millions of dollars back in college, continue to prove their game, and take control back in their careers?” Saratsis says.
No decision is without risk, of course. A player who stays in school or transfers could lower their draft stock with an unimpressive season, Raymond says. They could also incur a season-ending, or even career-ending, injury. But the prevailing wisdom is to keep players in school for as long as possible.
That doesn’t mean that one-and-dones are going completely extinct, however.
For a select few players, there’s a clear reason to enter the draft after just one year in the NCAA. Cooper Flagg is the No. 1 projected overall draft pick, slated to go to the Dallas Mavericks, after a sensational freshman year at Duke that ended with a heartbreaking loss to Houston in the Final Four. Flagg was likely making millions of dollars between Duke’s nebulous NIL collective and multiple top-tier brand endorsements. But in his first year in the NBA, he’ll earn about $14 million in his NBA salary alone—on top of all his existing endorsements.
“I think there’s going to be at least five to ten players that probably just say, ‘Listen, at the end of the day, I’m going top 10. I’m going to make millions of dollars. I want to play in the NBA,’” Raymond says.
Outside the obvious lottery picks, some players just “really care about the professional lifestyle,” Raymond says. “They don’t care about the money. It’s more about, like, their dreams to play in the NBA. They want to make it happen as soon as possible.” He points to Bronny James, who wanted to play alongside his dad in Los Angeles, as an example.
But those players will continue to be outliers. This year, schools will be able to pay players directly thanks to the House v. NCAA settlement in addition to NIL. Some have raised concerns that, because there’s a cap on the revenue-sharing pool and new restrictions on NIL collective deals, players might end up making less than they did last year (though not everyone agrees that that would be the case). Either way, it will still pay to stay in college—both literally and figuratively.
Says Saratsis: “It’s almost like you’re taking control of your career.”
Haliburton Says ‘Nothing That’s Happened Before Matters’ After Pacers Force Game 7
Even though the Indiana Pacers kept their season alive with an impressive 108-91 win over the Oklahoma City Thunder in Game 6 of the NBA Finals, Tyrese Haliburton knows it won’t matter if they lose the next game. Speaking to reporters after Thursday’s victory, Haliburton explained “nothing that’s happened before matters” if the Pacers don’t […]
Even though the Indiana Pacers kept their season alive with an impressive 108-91 win over the Oklahoma City Thunder in Game 6 of the NBA Finals, Tyrese Haliburton knows it won’t matter if they lose the next game.
Speaking to reporters after Thursday’s victory, Haliburton explained “nothing that’s happened before matters” if the Pacers don’t win Game 7.
“We’ve got one game,” Haliburton said. “One game. Nothing that’s happened before matters. And nothing that’s going to happen after matters.”
Haliburton went on to say that being part of a Game 7 in the NBA Finals is something he’s “dreamed of” for his entire life (starts at 6:35 mark).
One thing Haliburton won’t be doing in the lead up to Game 7 is following online talking points to avoid the “poison” narratives that could bubble up.
“The next couple of days, the narratives are going to be almost poison,” said Haliburton.
Pacers vibes have been all over the place for the past week. The blown lead at home in Game 4 and tough loss in Game 5 could have signaled an end to his magical run.
Those losses were compounded by Haliburton suffering a calf injury in the first quarter of Game 5 that impacted his performance with just four points on 0-of-6 shooting from the field.
Haliburton was able to start Game 6 after going through pregame workouts. He was a game-high plus-25 in just 23 minutes, scoring 14 points and dishing out five assists.
The Pacers had six players score at least 10 points and their defense forced the Thunder to commit 21 turnovers to earn the win. They are now one win away from the franchise’s first NBA championship.
This will be the first Game 7 in the Finals since 2016 when the Cleveland Cavaliers defeated the Golden State Warriors. The Pacers and Thunder will play their winner-take-all game at Paycom Center on Sunday at 8 p.m. ET.
Insider Exposes Why House Settlement Won’t Kill NIL Money
The House vs. NCAA settlement, approved on June 6, 2025, has reshaped college athletics with direct athlete compensation and much stricter name, image, and likeness (NIL) rules. In his June 18 Athletic Mailbag, Stewart Mandel shared his thoughts about whether this $20.5 million revenue-sharing cap will replace or supplement existing NIL deals. His analysis explained […]
The House vs. NCAA settlement, approved on June 6, 2025, has reshaped college athletics with direct athlete compensation and much stricter name, image, and likeness (NIL) rules. In his June 18 Athletic Mailbag, Stewart Mandel shared his thoughts about whether this $20.5 million revenue-sharing cap will replace or supplement existing NIL deals.
His analysis explained why the settlement’s attempt to curb NIL money is unlikely to succeed, casting doubt on its long-term impact.
College Football Experts Share Thoughts on Revenue Sharing vs NIL Collectives
Mandel noted that most schools’ collectives fall short of the $20.5 million cap, making revenue sharing the primary compensation method for many. However, for top-tier programs, things are different. Administrators, including Florida basketball coach Todd Golden and Ohio State AD Ross Bjork, claimed the NIL Go clearinghouse, operated by Deloitte, will slash outside deals.
South Carolina’s LaNorris Sellers rejected tempting transfer offers, the college football star’s father says The advent of name, image, and likeness (NIL) has significantly altered the college sports
— Landrover defender (@Landroverdefen9) June 20, 2025
Golden predicted players could earn just “10 to 20 percent” of their recent NIL hauls, while Bjork called collectives a “false market,” which will be similar to pro sports’ smaller NIL deals.
Legal and Practical Hurdles
Mandel argued that the settlement’s two-part restriction of capping school payments at $20.5 million and requiring NIL deals over $600 to be approved for “valid business purpose” and fair-market value will face legal issues.
Over the past decade, courts, including the U.S. Supreme Court, have deemed NCAA restrictions on athlete earnings illegal restraints of trade. Mandel pointed to Texas Tech’s $55 million in NIL commitments, confirmed by booster Cody Campbell, as evidence that schools may exceed the cap.
“Either their payroll is going down by more than 60 percent a year from now, or a judge will have issued an injunction,” he wrote.
Answering one of the reader’s questions, who asked about penalties for improper NIL deals under the College Sports Commission (CSC), led by CEO Bryan Seeley, Mandel wrote that no specifics have emerged about the “substantive” and “severe” penalties that were promised.
Another reader suggested the settlement paves the way for a salary cap, but Mandel countered that this cap, unnegotiated with players, is “legally dubious.” The CSC’s attempt to control the NIL landscape through Deloitte’s oversight assumes compliance that may never become a reality.
With schools like Texas Tech already pushing past the cap, Mandel predicted legal challenges will preserve NIL money’s prominence. The settlement may shift compensation structures, but as Mandel sees it, the lucrative NIL market is far from dead.
Wisconsin Sues Miami Over Tampering, First Legal Challenge of NIL Era
Share Tweet Share Share Email College athletics has long operated like the Wild West, with tampering, soft poaching, and under-the-table conversations becoming the norm. Now, Wisconsin has done something unprecedented. The Badgers and their NIL collective have filed a lawsuit in state court against Miami, accusing the Hurricanes of interfering with a binding, NIL-based revenue-sharing […]
Wisconsin CFB Sues Miami for Poaching Xavier Lucas While Under NIL Contract
The University of Wisconsin and its NIL collective are suing the University of Miami for allegedly poaching cornerback Xavier Lucas after he signed a revenue-sharing contract with the program, according to court documents obtained by Yahoo Sports’ Ross Dellenger. Lucas transferred to Miami in January despite not entering his name in the transfer portal. He […]
The University of Wisconsin and its NIL collective are suing the University of Miami for allegedly poaching cornerback Xavier Lucas after he signed a revenue-sharing contract with the program, according to court documents obtained by Yahoo Sports’ Ross Dellenger.
Lucas transferred to Miami in January despite not entering his name in the transfer portal. He indicated on social media in January that Wisconsin had blocked him from entering the portal, according to the Associated Press.
According to Dellenger, Wisconsin is now “seeking unspecified damages, transparency and accountability from Miami for allegedly interfering with a binding revenue-share contract.”
In the lawsuit, Wisconsin claimed that Miami talked to Lucas while knowing he had already signed a contract with the Badgers.
Dellenger noted that the lawsuit could create precedent for new NCAA tampering rules in the revenue-sharing era.
The NCAA said in an initial statement after Lucas’ transfer that “NCAA rules do not prevent a student-athlete from unenrolling from an institution, enrolling at a new institution and competing immediately.”
Wisconsin responded with a statement that Lucas and the Badgers athletic program “entered into a binding two-year NIL agreement” with “substantial financial compensation” on Dec. 2.
The university said at the time that the contract “remains in effect and enforceable.”
According to Dellenger, the contract was set to kick in on July 1, when schools can begin directly sharing revenue with students for the first time.
The contract was written on a template shared with schools by the Big Ten, according to Dellenger. The contracts grant schools player’s non-exclusive NIL rights and prohibit NIL usage from other schools, but still permits the athlete to sign third-party marketing deals, Dellenger reported.
Wisconsin additionally claimed in January that Lucas had “executed a separate agreement” with the university’s NIL collective.
The university went on to say it had “credible information indicating impermissible contact between Xavier and University of Miami football program personnel prior to Xavier’s request to enter the transfer portal.”
Wisconsin then said in a statement shared with Dellenger after filing the lawsuit this month that the university had “reluctantly” pursued legal action and would not be suing Lucas.
The Big Ten meanwhile supported Wisconsin, saying in a statement to Dellenger that “we stand by our position that respecting and enforcing contractual obligations is essential to maintaining a level playing field.”
Dellenger previously reported in January that Darren Heitner, Lucas’ attorney, “had planned to file suit against the NCAA and Wisconsin over antitrust claims related to the situation” had his client not been allowed to transfer to Miami.
A federal judge signed off on the landmark House v. NCAA settlement in June, paving the way for revenue sharing with college athletes and changes in how NIL deals are processed.
NCAA president Charlie Baker said in a statement at the time that there would be more NCAA rule adjustments to come. The result of Wisconsin’s lawsuit could spark more updates in what will be a 2025-26 season full of change for college sports.
Duke walk-on Stanley Borden, last player in college to have played for Coach K, transfers to UTSA
Associated Press Stanley Borden, the final basketball player still in college to have played for Mike Krzyzewski, has announced he is transferring to UTSA from Duke. The 7-foot Borden was a walk-on for the Blue Devils, joining the team in 2021 — the last of the Hall of Fame coach’s career. He stayed for four […]
Stanley Borden, the final basketball player still in college to have played for Mike Krzyzewski, has announced he is transferring to UTSA from Duke.
The 7-foot Borden was a walk-on for the Blue Devils, joining the team in 2021 — the last of the Hall of Fame coach’s career. He stayed for four years and despite not getting on the court much at all, he had fond memories of his time under Coach K.
“Everything that everyone has heard or said in terms of aura and energy is all there,” Borden said Thursday in a phone interview from Istanbul, where his family lives. “He jokes a lot and cusses a lot and you never knew if he was joking or being serious. Learning from the best as an 18- or 19-year-old at the end of his career was something I’ll never forget.”
Borden had one year of eligibility left after he didn’t play his junior year because of injuries to his elbow in the preseason and a finger that needed to be re-attached after a weight room accident. He wanted to find a school that he could play at in his final season of college basketball so he entered the portal.
“I was talking to a bunch of schools late in the process and many of them were starting their summer workouts right now,” said Borden, who had a few dozen schools interested in him. “There’s opportunity to compete for time and also develop. They want to help you get better and make you a better player.”
He played in three games for the Blue Devils this past season, grabbing a rebound and blocking a shot. He’s still looking for his first points in college, having played in five games total during his career at Duke. Still, he learned a lot in his time at the school where he earned a degree in computer science and played with some of the best players in the country at practice every day.
“Being around Dereck Lively II, Paolo Banchero, Cooper Flag as well as other great college players made me immensely better,” Borden said.
Despite not playing, Borden was a glue guy on the team and fan favorite. He made a name for himself as a sophomore when he wowed the Cameron Crazies during their midnight madness-type event. He walked onto the stage in sunglasses and a trench coat which he opened to reveal a saxophone. Borden borrowed the instrument, which he learned to play when he was younger, from the marching band. He put on a show much to the delight of the crowd and his teammates. The performance went viral.
Borden said he didn’t know if UTSA had any kind of opening event to start basketball season, but he’d be happy to come up with another musical number if the school did.
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