Lululemon’s Top NIL Athlete Partnerships
(April 16th, 2025) - Lululemon has long been synonymous with performance, mindfulness, and community. Since the NCAA’s NIL era began, the Vancouver‑based brand has quietly—but strategically—expanded its reach from yoga studios and run clubs to college campuses nationwide. By aligning with athletes who embody versatility and holistic wellness—from Riley Ammenhauser soaring in Michigan’s sand pits to Jeremiah Smith sprinting past Big Ten secondaries—Lululemon is curating a roster that reflects both elite athleticism and the brand’s lifestyle ethos. This post spotlights ten standout partnerships that illustrate how Lululemon is leveraging NIL to deepen authenticity, tap new fan bases, and reinforce its positioning as the go‑to apparel for athletes who value both performance and balance.
Athlete: Riley Ammenhauser
School(s): Michigan
Sport: Women’s Track & Field
Athlete: Austin Brummett
School(s): San Diego State
Sport: Men’s Soccer
Athlete: Marley Chappel
School(s): Arizona
Sport: Women’s Soccer
Athlete: Jimmy Horn Jr.
School(s): Colorado/South Florida
Sport: Football
Athlete: Sion James
School(s): Duke/Tulane
Sport: Men’s Basketball
Athlete: Kami Kortokrax
School(s): Ohio State
Sport: Softball
Athlete: Emma Malabuyo
School(s): UCLA
Sport: Women’s Gymnastics
Athlete: Reese Sanders
School(s): Notre Dame
Sport: Women’s Track & Field
Athlete: Jeremiah Smith
School(s): Ohio State
Sport: Football
Athlete: Chloe Spreen
School(s): Indiana/Alabama
Sport: Women’s Basketball
Lululemon’s NIL playbook isn’t about chasing headline‑grabbing megadeals; it’s about hand‑picking ambassadors whose stories mirror the brand’s core values of versatility, wellness, and community impact. By investing in diverse sports, geographies, and genders, Lululemon is seeding long‑term loyalty among tomorrow’s pros while demonstrating that NIL can be a powerful platform for purpose‑driven marketing. As the collegiate landscape evolves, expect Lululemon’s athlete roster—and the authenticity it brings—to remain a competitive edge that other lifestyle brands will be hard‑pressed to replicate.
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