The National Football League (NFL) stands as the most-watched sports league in the United States, captivating millions of fans each season. Nielsen data reveals that Super Bowl LIX drew an astounding 127.7 million viewers, underscoring the league’s unparalleled reach and visibility. This massive audience translates into lucrative opportunities for athletes, as brands eagerly seek to associate with the NFL’s star players.
This trend begins at the collegiate level, where standout athletes command significant Name, Image, and Likeness (NIL) deals. As previously reported, five-star quarterback Bryce Underwood shattered records by securing a $10 million NIL deal with the Michigan Wolverines. Upon transitioning to the professional arena, these athletes become sports and style superstars, engaging in multi-million dollar sponsorships and brand partnerships.
One standout athlete who epitomizes this is Jalen Hurts.
In 2023, Hurts inked a historic five-year, $255 million contract with the Philadelphia Eagles. This made him the highest-paid player in NFL history at that time. His exceptional performance on the field, culminating in an MVP title after leading the Eagles to victory over the Kansas City Chiefs in Super Bowl LIX, has only elevated his profile, making him a sought-after ambassador for major brands. Here’s a look at some of his most iconic partnerships:
Oakley
Oakley and the NFL have a longstanding relationship. In 2019, the pair signed an agreement that made the performance eyewear giant the league’s official on-field sunglass partner and licensee. Although the alliance only lasted four years, it paved the way for individual deals between Oakley and NFL athletes, including Jalen Hurts.
To mark the second year of the NFL-Oakley partnership and celebrate Hurts’ first full season as a starter for the Eagles, Hurts was featured prominently in Oakley’s Be Who You Are campaign. In a one-minute ad, Hurts is seen wearing various Oakley sunglasses, such as the iconic Radar EV Path, Masseter, and Sutro Lite frames. Through this collaboration, Hurts embodied the brand’s commitment to innovation and style both on and off the field.
Jordan Brand
In 2023, Hurts expanded his brand portfolio by signing with Nike’s Jordan Brand, joining an elite roster of athletes representing the legendary label. This partnership was highlighted during Super Bowl LIX, where Hurts delivered an outstanding performance, completing 17-of-22 passes for 221 yards and two touchdowns, and rushing for 72 yards and a score.
Immediately following the Eagles’ 40-22 victory over the Chiefs, Jordan Brand aired a commercial titled Love, Hurts. Set to Teddy Pendergrass’s “Love TKO,” the ad addressed Hurts’ critics and celebrated his resilience and achievements. The commercial concluded with the phrase “Love, Hurts” in bold red letters against a black background. The same catchphrase has been emblazoned on Jordan Brand hoodies, symbolizing both the challenges Hurts has overcome and his strong association with the brand. Additionally, Hurts donned a special player-exclusive colorway of the Air Jordan 1 during pregame activities, paying homage to Michael Jordan and the brand’s storied legacy.
Columbia Sportswear
For Hurts’s collaboration with Columbia Sportswear, the star athlete appeared in Whistle’s Days Off series sporting a Columbia winter jacket. Throughout the video, Hurts practices his throw a few times, goes for a hike, and talks about playing in the cold weather. At one point, he zips up his jacket, calling it “sleek and stylish,” and says, “I’m Jalen Hurts, quarterback from Philadelphia, and today’s my day off.” All in all, it was an effective way to showcase Columbia’s Omni-Heat Infinity technology designed to withstand various weather conditions.
Notably, Columbia’s CEO Tim Boyle credited the Hurts-led endorsement for the company’s immediate gains. For the fourth quarter of that year, MarketingDaily reported that Columbia’s net sales rose 4%, reaching a record $1.17 billion.
Jalen Hurts’s strategic partnerships with prominent brands such as Oakley, Jordan Brand, and Columbia Sportswear exemplify his influence both on and off the field. These collaborations not only enhance his personal brand but also align him with companies that value performance, resilience, and style.