Gen Z will control $140B in spending by 2025 and is (by far) the fastest-growing consumer group in online spending. My bet is that student-athletes are the key to winning this demo. Here's why:

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First, brands need to understand that Gen Z is rewriting the rules of marketing:

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1. They don’t trust traditional ads.

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2. They value connection and community.

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3. Influencers matter—but only if it feels authentic.

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Authenticity isn’t optional—it’s Gen Z’s top value.

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But too many brands rely on one-off, transactional influencer campaigns that feel inauthentic and fail to build lasting connections with this audience. That’s a missed opportunity to create deeper, more meaningful relationships with Gen Z.

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So, why student-athletes?

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They're trendsetters and culture drivers on college campuses.

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They have 12x the engagement on social compared to traditional influencers.

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Their lives are rooted in health, discipline, and balance, perfectly aligning with Gen Z’s values.

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They bridge hyper-local and national audiences, connecting with both campus communities and more national exposure.

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Whether they go pro or not, many transition to successful careers in sports or business, offering brands that invest early the chance to forge long-term partnerships with future leaders.

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NIL is still in its infancy—just over three years old—but it’s the most underrated way for brands to connect with Gen Z.