How does a national brand decide which student-athletes to partner with?

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In this episode of The NIL Edge, Sterling Randle is joined by Heather Leiferman, Director of Communications at Great Clips, for an inside look at how one of the country's largest consumer brands has built its NIL strategy over the past five years.

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Heather explains why Great Clips quickly realized student-athletes aren't simply influencers, how the company shifted to co-created, story-driven campaigns, and why authenticity has become the foundation of every successful partnership. She also shares what brands often misunderstand about NIL, how Great Clips evaluates athlete pitches, and the biggest mistakes student-athletes make when reaching out to brands.

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The conversation covers:

• How Great Clips' NIL strategy has evolved since 2021
• Why authenticity matters more than follower count
• The difference between NIL athletes, influencers and content creators
• What brands should look for when evaluating partnerships
• Tips for student-athletes pitching themselves to brands
• Where Heather sees the future of brand involvement in NIL

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‍Watch or listen to the full episode below. All episodes are available to watch on Youtube and listen on Spotify. NIL Edge is also available on Apple and NIL Newsstand.

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The NIL landscape is evolving fast. This is where leaders come to get the edge.

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