MarketPryce helped five student-athletes land NIL deals to promote the Amazon Prime streaming debut for Matt Damon and Ben Affleck’s 2023 hit movie AIR.
The campaign was inspired by Viola Davis’ portrayal of Michael Jordan’s mom, Deloris. She fearlessly negotiates an industry-defining contract with Nike that ultimately led to the Jordan brand’s existence. A line in the movie sums it up: “The mamas run stuff.”
Fittingly, each student-athlete was compensated in exchange for posting a conversation with their mom in-feed and having their mom host a “takeover” on their Instagram Story ahead of Mother’s Day.
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For Reilyn Turner, a junior on UCLA women’s soccer team, the conversation centered on the Bruins' thrilling championship win in December. When they trailed 0-2 with less than 10 minutes left, her mother, Felicia Madrigal, stood out with optimistic cheers in a fan section that had otherwise lost most of its positive energy.
Of course, Madrigal never lost hope.
“I knew it. I was like: This is the moment. This is going to be the moment,” Madrigal recalled. “Knowing my daughter, she’s a killer on the soccer field.”
Of course, Turner scored a game-tying goal to force overtime. She did it with a header – the exact scoring opportunity Madrigal had reminded Turner to focus on during the NCAA tournament run.
When Turner watched AIR, she was reminded of those helpful moments this year but also, “how she always wanted the best for me and has always vouched for me.”
Turner was joined by a team of creators who have leaned on their moms in different ways throughout their careers.
Jon Seaton (Elon Football) went viral after posting about his mother's fight against breast cancer and has since used his TikTok following to give back to organizations who supported her.
Kylan Boswell (Arizona Basketball) is one of the youngest Division I basketball players and has followed his mother's guidance as their family moved cross-country to pursue basketball dreams.
Bella Rasmussen (Laguna Beach High School) made history with an earlier MarketPryce partnership as the first woman high school football player to sign an NIL deal.
Prime Video Mama’s Run Stuff NIL Campaign Roster
- Jon Seaton | Elon Football
- Reilyn Turner | UCLA Soccer
- Kylan Boswell | Arizona Basketball
- Aneesah Morrow | LSU Basketball
- Bella Rasmussen | Laguna Beach (California) High School
"This roster of national champions and relevant storytellers shows our commitment to finding the perfect athlete-creator fit," said MarketPryce Head of Brand Partnerships, Lindsay Calabrese. "There's no better way to authentically connect with Gen-Z."
The creators drove more than 60,000 views and 7,000 engagements through in-feed posts.
Friends and fans showed love in the comments for Morrow, who recently made headlines by tying a brand partner into her commitment video, announcing a move to join the reigning champion LSU women's basketball team
This is so cool to see Aneesah and her mom bond like this I love it!!💜💜
this is so cute!! love me some Morrow
This season will be life changing for you Aneesah it's your time 💜
“We’re proud of this campaign,” said MarketPryce Head of Creative, Dakota Crawford. “The type of engagement on Aneesah’s post – real, quality feedback from her network – shows the precise value of promoting a movie like AIR in partnership with student-athletes. Magic tends to happen when ethos are aligned and you work with creators who bring such bright authenticity’”
Following up the in-feed posts, each mother's Story takeover shared advice for other student-athletes and provided an opportunity to link directly to Amazon Prime Video's Air promotion. Morrow's mother shared throwback photos of "Nees" and celebrated all her daughter's accomplishments.
“I want to thank you for everything you have done for me,” Morrow said to close her video. ”I would not be the person that I am today without you.”
MarketPryce is changing the NIL game, one university partnership at a time. Want to work together? Hit us up.