Why it matters
New Balance just made a major bet on the future of U.S. track and field, in the form of 13 NIL deals with high school athletes. It’s the latest sign that sponsorships, once off-limits for teens, are now shaping the path to collegiate and pro competition.
What’s happening
New Balance has signed 13 high schoolers, including national champions, state record holders, and one world record holder, to name, image, and likeness agreements.
Notable signees include:
- Paige Sheppard, holds the U15 world mile record and the U.S. sophomore class 800m record
- Caleb Winders and Carter Smith, New Balance Nationals champions
- Sianni Wynn, 15-time New Jersey state champ and 100m winner at NB Nationals
- Olivia Harris, part of the U20 World Champion 4x400m relay
- Mackenzie Skelly, eighth grader with a 4:48 mile and 10:14 two-mile
This move comes amid a broader NIL shift that began in 2021 when the NCAA lifted restrictions on athlete compensation. Now, 38 U.S. states allow high schoolers to profit from NIL without risking college eligibility.
The bigger picture
- A shift in the sport’s recruiting pipeline:
The mass signing suggests a more strategic approach from New Balance, not just a splashy marketing play. The company is known for long-term athlete support, from high school nationals to pro teams like Team NB Boston. - A growing trend:
Other brands have entered the NIL space, Nike signed sprinter Mia Brahe-Pedersen while she was still in high school; adidas and Puma have done similar deals. But signing 13 athletes at once, across disciplines, signals a deeper commitment. - Pro times, already:
Several signees are already performing at elite levels:- Trent Daniels, won the Penn Relays 3,000m
- Sophie Rambo, nine-time Virginia state champion
- Mia Sirois, Illinois cross-country state record holder
What they’re saying
So far, the running community has largely embraced the move. Critics have raised concerns about commercialization and pressure on young athletes, but most see NIL as the new normal.
“College athletes are effectively professionals now. The idea that a 17-year-old breaking national records should turn down financial opportunities, while 18-year-olds on the same track take NIL checks, doesn’t make much sense anymore.”
Between the lines
This isn’t just about contracts, it’s about identity. For young athletes, brand alignment is now part of their development. New Balance’s approach shows how the future of track and field might not just be scouted, it’ll be signed.
