Why This Nutrition Company Is Giving Scientists The Influencer Treatment

Athletic Greens (AG1) announced a new approach to endorsement deals that redirects the spotlight from athletes to scientists, creating what may be the first-ever NIL (Name, Image, and Likeness) program for researchers in health and nutrition.

This move comes as the traditional NIL market for college athletes is projected to surpass $2 billion by 2026, according to data from Opendorse. While most brands focus on athletic endorsers, AG1’s scientist-centered approach represents a notable departure from current industry trends.

AG1, a nutrition company known for its supplement products, has signed NIL endorsement deals with three early-career scientists instead of the athletes typically associated with such arrangements. The company provides financial grants and visibility to researchers studying sleep health, nutrition gaps in athletes, and microbiome science.

The company selected Chidera Ejikeme, a research assistant at Brigham & Women’s Hospital; Hannah Eberhardt, a master’s student at Florida State University; and Dr. Margaret Hilliard, a postdoctoral fellow at UC Davis, as their scientific endorsers.

“We believe scientists deserve the same stage,” AG1 said in their announcement. “Their work is the engine behind human health, nutrition, and performance – and it deserves investment, amplification, and celebration.”

Selection Process Mirrors Brand Partnerships

AG1 reports using a structured selection approach for identifying researchers that mirrors how brands typically select influencers and athletes for partnerships. The company evaluates candidates based on alignment with their brand mission, scientific merit, researcher potential, feasibility of research impact, and commitment to integrity.

This framework focuses on research areas that advance foundational health and wellness science, novel approaches that address gaps in current knowledge.

According to AG1, the three researchers represent distinct specialties within health and nutrition science:

Ejikeme’s research at Brigham & Women’s Hospital examines sleep’s impact on health. Her work includes studying sleep patterns of resident physicians and the relationship between sleep quality and blood pressure in mothers and children. Ejikeme emphasizes that quality sleep involves the body’s ability to recover, not just total hours, and advocates for translating scientific insights into practical applications.

Eberhardt studies nutrition gaps at Florida State University, particularly low energy availability in female athletes and tactical populations. Her undergraduate research identified protein and carbohydrate deficiencies in adolescent female gymnasts. Eberhardt’s thesis explores connections between body composition, dietary habits, and energy availability.

Hilliard, a computational microbiologist at UC Davis, investigates how diet shapes the gut microbiome and impacts health outcomes. Her research spans early-life nutrition through adult health, including how sugars in human milk influence microbiome development differently in rural versus urban communities. Hilliard currently applies machine learning to understand interactions between diet, microbiome, and vitamin B12 levels, potentially informing personalized nutrition strategies.

Investment Strategy Includes Academic Partnerships

The NIL program represents one component of AG1’s broader research investment strategy. The company said these endorsements complement their recently formed partnership with UC Davis and its Innovation Institute for Food and Health.

AG1 reports committing $20 million to nutrition and metabolic health research over the next three years, positioning the company at “the intersection of nutrition and metabolic health.”

This approach represents a potential shift in endorsement strategy that may interest brands and creator economy professionals. While traditional NIL deals typically leverage an athlete’s or creator’s existing audience, AG1’s model invests in emerging researchers who bring credibility rather than audience size.

The company positions these researchers as “the future of innovation in health, nutrition, and performance science,” suggesting a long-term investment in scientific authority rather than immediate audience reach.

AG1’s strategy contrasts with current trends in the influencer market. According to a recent Goat Agency report, college athletes have become “cultural tastemakers with peer-level credibility” for Gen Z consumers. While brands typically seek influencers with established followings, AG1 invests in scientific expertise that may build different types of trust with consumers.

Strategic Positioning and Research Credibility

AG1 frames these endorsement deals as supporting their mission of “empowering people to take ownership of their health.” The company states this requires not only offering research-backed products, but also investing in researchers who advance scientific understanding.

“By backing emerging researchers, AG1 is reshaping how we think about endorsement deals – and who deserves the spotlight,” the company said, positioning the program as an innovation in how brands develop and leverage expertise.

The NIL program represents AG1’s attempt to establish deeper credibility in the nutrition space through direct investment in scientific research rather than traditional influencer marketing approaches that focus primarily on visibility and reach.