Emerging Basketball Shoe Brand Crossover Culture Signs Five Athletes to NIL Deals

An emerging basketball shoe brand has just entered the world of name, image and likeness (NIL) deals.

On Monday, Crossover Culture announced it has signed five NIL partnerships with both college and high school players. The college athletes include Rob Dillingham and Jordan Burks of the University of Kentucky, and Ohio State senior Jacy Sheldon.

More from Footwear News

“Crossover Culture’s products have a great feel. I love the look of what they are doing and definitely appreciate their fresh approach to working with athletes and the overall vision of what they are creating,” Dillingham said in a statement.

As for the high school hoopers, Crossover Culture signed Johnuel “Boogie” Fland (Archbishop Stepinac High School in New York) and Overtime Elite’s Trey Parker.

“These five athletes embody the excitement and joy of the game — a group of innovative thinkers and exceptional players. We’re blessed to have these individuals as partners in what we’re building at Crossover Culture,” Ryan Duke, founder of Crossover Culture, said in a statement. “These NIL relationships are really about recognizing their achievements, appreciating their individual personalities, telling stories together and introducing more hoopers out there to the brand in the process.”

Crossover Culture confirmed via statement that these athletes will be featured in the promotional efforts for an upcoming drop of new sneaker releases, which will arrive via Dick’s Sporting Goods in April.

“It’s great to be a part of the first group of athletes partnering with Crossover Culture. I think people are really going to like the new drop and I can’t wait to see what comes next. Not gonna lie, the sneakers are awesome,” Sheldon said in a statement.

What’s more, Crossover Culture confirmed it will work with each of the aforementioned NIL athletes to create personalized content “that share the stories of both the brand and the player.”

About the Author

Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.

Best of Footwear News

Sign up for FN's Newsletter. For the latest news, follow us on Facebook, Twitter, and Instagram.