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Michigan Running Back’s Groundbreaking NIL Deal Redefines College Football

Originally posted on Athlon Sports | By Steven Corder | Last updated Jun 5, 2025 2:49 PM ET

When Justice Haynes traded crimson for maize and blue, Michigan fans expected game-changing runs. What they didn’t expect? A business move just as explosive.

Haynes, the former Alabama running back and one of the top transfers of 2025, has inked a unique NIL deal with Loom Juices, not just as a brand ambassador, but as an equity stakeholder. That’s right: the Wolverines’ rising star now owns part of the brand.

“This partnership exemplifies how athletes can leverage their platforms for meaningful, long-term brand engagements,” said Haynes’ agent, Dan Everett.

In a landscape flooded with apparel deals and one-off endorsements, Haynes’ agreement stands out. According to On3’s Pete Nakos, the deal positions the 5-foot-11, 205-pound back not only as a face of Loom’s health-focused mission, but as a strategic partner. For Loom, which targets a younger, wellness-conscious demographic, Haynes is the ideal match.

The move reflects a growing NIL trend: equity over appearance. Instead of cashing short-term checks, Haynes is playing the long game, something fans and athletes alike should take note of.

It’s a bold step for the sophomore, who tallied 715 total yards and nine touchdowns over two seasons at Alabama. After entering the portal this winter, Haynes chose Michigan over South Carolina and Ole Miss, eager for a bigger stage and a larger role. He now enters a wide-open RB competition for a team hungry to rebound from a disappointing 10-3 finish in 2024.

With Haynes bringing both his downhill running style and entrepreneurial mindset to Ann Arbor, it’s clear: this isn’t just about football anymore.

This NIL deal isn’t just a contract. It’s a statement about athlete empowerment, brand strategy, and the evolving landscape of college sports.

If Haynes breaks out in the Big Ten like many expect, Loom Juices won’t just have a new face. They’ll have a stake in a star.

This article first appeared on Athlon Sports and was syndicated with permission.

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