In the evolving world of amateur sports, the three-letter acronym NIL has begun rewriting the rulebook.
Short for name, image and likeness, this concept has opened the door
for monetization at all levels of athletics. A financial revolution once
seemingly only available for college athletes is now trickling down all
the way to the high school level. NIL is making its way into high
school gymnasiums and fields with athletes across the U.S. growing their
brand before stepping foot on a college campus.
At the center of this shift in Phoenix is Zaire “Cherri” Hatter, a
14-year-old basketball star from Desert Vista High School who has
already begun navigating the life of a high-profile athlete. Hatter is a
representation of the new world of youth athletics – a world where
Hatter can reach new heights while staying true to herself.
It’s terrain University of Arizona basketball player Jada Williams knows well. She was the first
female high school basketball players to sign a national NIL deal when
she was at La Jolla Country Day School in San Diego and continues to
reap the financial benefits from companies including Spalding and Gym
Shark.
How we got here
To better understand NIL’s rapid growth, we have to look back to the
origin. At the start, collegiate athletes competed for either pride or
scholarships. But as collegiate sports evolved into a multi
billion-dollar industry over time, the model began to shift.
In 2021, after years of legal battles among athletes and the courts, a
landmark Supreme Court decision came in the NCAA vs. Alston case. As a
result, the NCAA adjusted its rules to allow athletes to receive
compensation through NIL deals.
One level lower, discussions began around NIL and high school
athletes. As of 2025, at least 42 states and the District of Columbia
allow high school athletes to profit from NIL.
Jon Kappes, an associate research professor at Arizona State’s Sandra
Day O’Connor College of Law who recently hosted an event about NIL for
young athletes, spoke to this and some of the risks that deals can pose
in states where NIL is not permitted.
“I am aware that different states have been slower to change the high
school policies, which have in some instances said high school students
can lose eligibility,” Kappes said.
The Arizona Interscholastic Association officially approved NIL
activity for high school students, allowing students the ability to
profit under strict guidelines. Arizona’s high school students are
prohibited from wearing school uniforms or logos or have any affiliation
to the school in any NIL activities.
“It has added another layer of support and education we need to make
sure we address these student-athletes, we have to make sure they are
aware of the AIA bylaws,” said Jared Walther, the assistant principal of
activities at Desert Vista. “We educate our coaches with the bylaws and
help them navigate it with the kids.”
The support system
Hatter’s emergence as one of the top high school athletes, and the
top girls state basketball athlete in the class of 2028 has placed the
freshman guard at the forefront of the Arizona NIL youth movement.
Hatter is already in line for NIL opportunities while also fielding
Division I offers from programs like Alabama and Maryland. She recalled
her excitement when she received that first offer.
“It was exciting, because it confirms that my hard work has paid off
so far,” Hatter said. “I definitely still have a lot of work to keep
getting better.”
While she enjoys the spotlight at a young age, Hatter is fully aware
of the responsibility that comes with being a high-level athlete. The
pressure of living up to the hype comes with its own challenges, but she
keeps her mind focused.
“I still have three years left of high school, I am making sure I continue to get better each day,” Hatter said.
Maintaining a positive mindset on and off the court at times can be
tricky and hard to manage for young athletes. Having her mother by her
side has been one of the keys in her success so far.
With her mother working as an equipment manager for the Desert Vista
team, the long afternoon sessions that extend into the evenings become
easier with her mother’s sacrifices.
“It is a big time commitment, but I enjoy the process of juggling school, and basketball,” Hatter said.
Another piece of the puzzle is Desert Vista coach Erin O’Bryan, a
former university of Arizona women’s basketball player, who understands
Hatter is rare and provides guidance based on her own experiences.
“Cherri’s work ethic is unmatched, she puts in hours upon hours in
the weight room, on the court, and in the training room. She is
dedicated to becoming the best player she can,” O’Bryan said. “Cherri
has a very high ceiling, and she has high expectations for herself. She
could end up being the most highly sought after player in Arizona.”
The praise is consistent among all coaches, friends and family, but
the admiration does not change Hatter’s personality. O’Bryan mentioned
that the era of NIL has not changed any team dynamics.
Hatter’s acknowledgment extends beyond just the court for Walther, who sees how well she handles the pressure at her age.
“For being only a freshman and having these expectations placed on
her, she has gone with the flow and not let any of it disrupt her usual
day to day life,” Walther said. “She continues to do well in the
classroom even with her basketball responsibilities.”
Beyond the court
The pressure of NIL reaches beyond just the financial aspects and
collegiate recruitments – they also influence mental health. The feeling
of starting early and standing out can at times train kids to not only
train to like professionals but seemingly market themselves like that as
well.
Lindsey Markwell, a lecturer at Arizona State University in the
Movement Sciences Programs with expertise in sport psychology and mental
performance, echoes those concerns.
“When sport becomes the only thing a youth athlete does or the only
thing others talk to them about it can lead to single-performance based
identity,” Markwell said. “Their self-worth becomes tied to how well
they perform.”
In most cases, especially in Arizona, sports such as basketball are
year-round due to school commitments and club or team commitments
resulting in a situation where most do not get that break or that
“offseason” away.
In Hatter’s case, it is vital to her success to have a strong
environment surrounding her to ensure the road trips or the early
practices are possible, and the enjoyment of being a kid isn’t lost.
Luckily for Hatter that is exactly what she has from her mom by her
side, to her sister, to all coaches and teachers, everyone in Hatter
life is there to support her and see her grow not just as an athlete but
as a person.
While the mental load for anyone at this age let alone a teenager is
quite a lot, it is simply hard to put NIL or competitive sports at
fault. For all athletes alike, positive mental health outcomes will
always be possible when someone such as Hatter has the ability to be
heard and feel valued past how they play on a given day.
“When supported well, early commitment can build resilience,
discipline, and confidence,” Markwell said. “Balance, autonomy, and
having a voice in their schedule makes all the difference.”
For Desert Vista girls basketball the show is not all just about
Hatter instead she is the beacon that shines brightest for the team and
inspires each person to give it their best. Ultimately, by serving as
leader on the court, Hatter’s passion and love for the game echoes
across the locker room and classroom.
“Cherri gives our team confidence, she is reliable and plays well
every time she steps on the court,” O’Bryan said. “She upholds the
culture of toughness and winning.”
A quick comparison
As the spotlight continues to grow on young athletes such as Hatter,
it is brought to question that what we’re witnessing isn’t entirely new –
it just looks different. NIL, with the branding and pressure to perform
mirrors some of the experience of the youth entertainment culture of
child stars in Hollywood.
“In terms of an age threshold, what comes to my mind is that this
context of athletics and sports is not that different from young
actors,” Kappes said. “ So you’ve got child actors that are toddlers,
that are babies, nine months old, two years old.”
Like child actors, NIL athletes tend to be thrusted into adult
conversations and spaces while still developing as a person mentally and
emotionally. In a lot of situations they are learning to market
themselves and perform under pressure before they can even legally drive
a car.
“Athletes are branding themselves at 14 or 15, constantly curating
how they’re seen,” Markwell said. “That pressure to always perform –
both in real life and online – is a lot for anyone, let alone a
teenager.”
Though unlike child stars in Hollywood, students like Hatter are
expected to attend school, take tests and homework like everyone else
and in some situations to a higher degree.
When hearing from people close to her though, this is exactly what
makes Hatter special — managing both lives – as a freshmen student and a
high profile athlete. She is able to thrive as a person in the
classroom and on the court.
A new era
The NIL era has unlocked untapped doors for young athletes to offer
opportunities to profit from not only themselves but their passions. As
time moves on, expectation starts to grow and the pressure to perform is
more than just sport.
“The first thing for a young person to look at: Do they want to be
engaged in sanctioned high school athletics, or do they not,” Kappes
said.
Luckily for Hatter the decision is easy as becoming the best player
she can be is a simple mindset that continues to take her places. Hatter
is not just navigating NIL – she is acting as a pioneer in a world that
is still unknown and fresh – serving as a representation of young
athletes to come.
