Martin Jarmond Discusses His Tenure & Vision for UCLA

Martin Jarmond's innovative approach has rejuvenated UCLA's athletic department.

It is not uncommon to see a steady stream of UCLA Bruins fans and alums line up for selfies with Martin Jarmond at sporting events. The forward-thinking administrator has become a rockstar in Westwood since nursing the school's athletic department back to health. 

In addition to being the top public university in the country, the school boasts an equally impressive athletic history. UCLA has won 121 team national championships and has had 270 athletes medal in the Olympics. Legendary alums include trailblazers like Kareem Abdul-Jabbar, Arthur Ashe, Jackie Joyner-Kersee, and Jackie Robinson.

However, the program was at a crossroads in the spring of 2020. The Covid-19 pandemic upended the athletic calendar, leading to a legal battle with Under Armour (the company would eventually pay UCLA approximately $67.5 million as part of a settlement).

Other looming challenges on the horizon included conference realignment that felt like an episode of Survivor, and long overdue legislation allowing athletes to be compensated for their name, image, and likeness (NIL).

To further complicate matters, the school was searching for its first new athletic director in 18 years. With the NCAA landscape rapidly shifting and headwinds swirling in every direction, UCLA turned to a 39-year-old for leadership. In May 2020, Jarmond became the ninth athletic director in school history. 

Roughly halfway through his six-year contract and fresh off a few national championships, Jarmond and his staff have led UCLA's athletic department out of the choppy waters and positioned it for a brighter future. FanNation Kicks spoke with Jarmond about his tenure and vision for the future. 

When you accepted your role in May 2020, several pressing issues faced the athletic department. What did you identify as the biggest challenge?

"My first priority is always our student-athletes, coaches, and staff. We have faced many challenges since I started at UCLA, but the safety of our student-athletes, coaches, and staff has always been a priority. 

Whether it be finding a new apparel provider, managing through COVID, or new legislation, my number one goal is to make sure our student-athletes have the best experience, and we prepare them for their next steps after college."

Reflecting on all the successes of the past three years, is there a single accomplishment that you're most proud of?

"That’s a tough one! So many great moments… I played college basketball, so I lean toward men’s basketball going to the Final Four in 2021. It was during a challenging time with the pandemic, and I felt it really brought Bruin Nation together in a special way. I’m especially proud of our three National Championships - men’s volleyball, women’s soccer, and men’s water polo."

UCLA men's basketball during the 2021 NCAA Tournament / Mark J. Rebilas-USA TODAY Sports

Under your leadership, UCLA introduced "Westwood Ascent" in August 2021. How does UCLA's NIL program compare to its cohorts?

"Westwood Ascent focuses on three important pillars of NIL - Education, Brand-Building and Monitoring and Disclosure. We’ve also launched Westwood Exchange, a free business registry designed for companies, donors, fans and alumni that want to connect directly with UCLA student-athletes interested in capitalizing on their NIL. 

In addition, we’ve grown our partnerships with the UCLA School of Law Ziffren Institute to provide a pro bono clinic and partnered with the UCLA Anderson School of Management and the Center for Media, Entertainment & Sports on a series of workshops for student-athletes highlighting areas of NIL importance, including personal finance, brand-building, business law, contracts, and ethics."

In July 2021, UCLA began a six-year partnership with Jordan Brand and Nike. How have they been as partners?

"Great! We’re coming up on two years with Nike and Jordan Brand, and they’ve been fantastic. UCLA Athletics is elite, and our student-athletes deserve the best apparel in their pursuit of excellence. We sought to work with the best in class - that’s Nike and Jordan Brand."

How does it feel to see freshman guard Kiki Rice become the first NIL athlete for Jordan Brand and later debut the Air Jordan 38?

"I am so proud to have Kiki Rice being the first NIL athlete for Jordan Brand. She even gifted the entire basketball team a pair of J’s… how cool is that. We are so lucky to also have UCLA women’s soccer player Reilyn Turner as the first-ever college athlete to sign a NIL deal with Nike. It’s great to see UCLA women student-athletes representing the brand and our school."

Kiki Rice during the 2023 NCAA Tournament / Jim Dedmon-USA TODAY Sports

Fans were excited and relieved to see how good the primary football and basketball uniforms turned out under Jordan Brand. Is there any chance the teams debut alternate uniforms at some point?

"We have some of the best-looking uniforms in college athletics. There is always the possibility of an alternative or throwback jersey in the future. We want to make sure when we do it, we do it right and honor the legacy of great Bruin teams and eras."

What aspect of the upcoming move to the Big Ten are you most excited about?

"The Big Ten offers exciting new programs, competitive and NIL opportunities on a bigger national stage for our student-athletes to showcase their talent. We’ve always been guided by what is best for our 25 teams and more than 700 student-athletes, and we’re excited to join the Big Ten Conference in 2024."

Would you ever consider exploring options outside of the Rose Bowl for the football team, like SoFi Stadium?

"We’re really fortunate to play in such a historic stadium as the Rose Bowl. The Rose Bowl has a rich history; not many teams can say they compete in an iconic venue. That said, forever is a long time. We are in a dynamic period in college athletics that requires being nimble, flexible, and open to different possibilities."

Keegan Jones during a home game at the Rose Bowl / Kiyoshi Mio-USA TODAY Sports

If you could wave a magic wand, what is one thing you would change overnight?

"Social media. I think it’s hard enough for student-athletes to compete in front of hundreds and thousands of fans. Then they have to manage the outside noise of people on social media that judge them, most of the time not knowing them. They’re more than an athlete. I would change social media, less negative and more humanistic, for our students."

Last question, Los Angeles is hosting the 2028 Summer Olympics. What role do you want UCLA to play in assisting the global event?

"UCLA will be the Athletes' Village for the 2028 Summer Olympics, hosting more than 15,000 competitors for the Olympic and Paralympic Games. I am excited to watch our student-athletes compete in the Olympics on their home field!"

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