Let’s rewind to 1964 when the magic of Nike began with Blue Ribbon Sports, sparked by Phil Knight’s fresh MBA from Stanford and his days as a runner at the University of Oregon. It was there that he crossed paths with the legendary coach Bill Bowerman, a man whose passion for his athletes’ footwear knew no bounds. Bowerman, always on the hunt for the perfect shoe, even learned the craft from a local cobbler. Legend has it that Knight was the first student to wear Bowerman’s custom kicks, and although he wasn’t a standout runner, he became the ultimate test pilot.

Those innovative shoes worked wonders for his teammate Otis Davis, who snagged gold in the 400 meters at the 1960 Olympics while rocking them. That moment kicked off Nike’s journey in the world of track and field. Fast forward to today, and Nike’s shares have jumped a solid 10% since the September 19 announcement, while the S&P 500 has barely budged at 1.6%. Yet, analysts from FactSet are forecasting a 10% drop in Nike’s quarterly revenue compared to last year, predicting a dip to $11.6 billion. Earnings per share are expected to fall to 52 cents from last year’s 94 cents. But don’t count Nike out just yet! They’ve just made a fresh investment that could turn the tide and give their numbers a much-needed boost!

On October 29, The Stride Report took to X with a major scoop straight from Nike: “NEWS! Nike has signed NINE different NCAA stars to NIL deals. Among the signees are Parker Wolfe as well as Olympians Klaudia Kazimierska & James Corrigan.” This star-studded lineup is bringing new energy to Nike’s roster!

The list includes Parker Wolfe and Ethan Strand from North Carolina, alongside James Corrigan, Jenna Hutchins, and Meghan Hunter from BYU. Also joining are Maddy Elmore, Klaudia Kazimierska, Elliott Cook, and Matthew Erickson, each hailing from the powerhouse program at Oregon. Nike’s latest signings are set to make waves in track and field—bringing a new chapter of collegiate talent under their banner!

Nike’s latest round of NIL signings is shaking things up in the NCAA sponsorship scene, making it a lot more competitive. This space has mostly been dominated by brands like On and Hoka, with a few shoutouts to New Balance and Adidas here and there. But with Nike’s recent moves, things are getting interesting!

As Nike gears up for the NCAA track and field season, this could be a game-changer for them. While college athletes are raking in some serious cash from their NIL deals, let’s be real—these talented stars showcase their brand jerseys on a massive stage! NCAA Division I (D-I) represents the pinnacle of intercollegiate athletics, drawing in athletes from around the globe, making it a big deal for any brand. However, just as the NCAA season is about to kick off, one standout track and field athlete has chosen to pass on a deal with Nike!

Nike misses out on an athlete!

Earlier this month, six-time NCAA champion and cross-country sensation Parker Valby made waves by opting out of a Nike deal—the very brand that helped her etch her name in history as the first female track and field athlete to sign a NIL agreement. Even before snagging her first NCAA title in 2023, Parker had already inked a lucrative deal with Nike. A right-of-first-refusal clause gave Nike the upper hand to match any offers she received from other brands, keeping the pressure on as she navigated her options.

Taking matters into her own hands, Parker’s dad, Kyle Valby—a savvy pharmaceutical executive well-versed in negotiating multimillion-dollar contracts—stepped up as her manager after passing the World Athletics agent exam in June. Together, they took their sweet time before signing any pro deal, letting the excitement build while weighing offers from heavyweights like Puma, On, and others. Instead of rushing into a typical arrangement right after the outdoor NCAA season, Kyle and Parker were on a mission to find a partnership that was as special as her journey.

And then, the big news dropped: Parker teamed up with New Balance, and she couldn’t contain her excitement! The six-time NCAA champion and U.S. Olympian shared her enthusiasm, saying, “I am excited to join the New Balance family and train in Boston with such an incredible group of runners. Family is very important to me, and it was clear that New Balance was the brand for me, and I can’t wait to get started!”

This partnership isn’t just a fit for her running goals; it resonates with her values, too. Kyle, aiming for a deal that was anything but ordinary, leveraged his connections and creativity to craft an agreement that truly reflects Parker’s unique path—hinting at an exhilarating journey ahead, especially with eyes set on the 2028 Olympics!