Kentucky Five-Star Joins Klutch Athletics by New Balance as First NIL Athlete

Justin Edwards is the projected top pick in the 2024 NBA Draft

Michael Ehrlich | Nov 13, 2023

Kentucky Five-Star Joins Klutch Athletics by New Balance as First NIL Athlete /

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Kentucky Wildcats

University of Kentucky freshman guard Justin Edwards is expected to be the first pick in the 2024 NBA Draft but until then, the five-star recruit is making NIL history of his own.

Edwards has signed a deal with Klutch Athletics by New Balance, becoming the brand’s first NIL athlete and first basketball player.

The sportswear brand - founded by CEO and Founder of Klutch Sports Group Rich Paul in collaboration with New Balance - is a new athlete-first apparel line that launched earlier this year to celebrate the intersection of sport, culture, and community.

“It means so much to me to join Klutch Athletics and be the first college athlete and first basketball player on the roster,” Edwards said in a press release. “I love the way the brand is blending performance with style, giving me something equally effective for training or relaxing. Joining Klutch Athletics and New Balance is such a unique opportunity, I can’t wait to get started.”

Edwards joins fellow Klutch clients - represented by Paul and his team - Will Anderson Jr. of the Houston Texans and Chase Young of the San Francisco 49ers on the brand’s athlete roster.

“We’re thrilled to welcome an incredible talent like Justin to the Klutch Athletics roster,” Paul added. “I can’t think of a better fit to be our first college athlete and first basketball player. Not only does he have outstanding skills on the court, he’s also a young man of great character who cares about his community and embodies what it means to Be Klutch.”

The 6'8" guard - who was one of only two freshman to be named to the preseason Naismith Trophy Men’s Player of the Year Watch list - is currently averaging 14 points and 6 rebounds per game for the Wildcats.

Although Kentucky is a Nike-sponsored team, Edwards can wear Klutch Athletics by New Balance off the court and be featured in brand marketing campaigns without Wildcat logos.

Edwards and #16 Kentucky faces off against #1 Kansas on Tuesday at the Champions Classic from the United Center in Chicago at 9:30PM ET on ESPN.

Published Nov 13, 2023

MICHAEL EHRLICH

Michael Ehrlich is a seasoned sports marketing executive with experience across the global sports brand, athlete representation, media and education sides of the business. The Founder and CEO of Playbook Marketing, Ehrlich consults with brands on all things NIL and athlete partnerships, advises student-athletes on their personal brand building endeavors and is an adjunct professor at his alma mater, the University of Southern California where he teaches a course on athlete communications and marketing. As a writer, his previous bylines include Boardroom, Business of College Sports, DIME Magazine and UPROXX, among others. You can follow him across social media at @MichaelEhrlich and reach out via michael@playbook-marketing.com