NIL Extends Into Natural Diamond Industry with AthleteGEM for Luxury Deals

AthleteGEM is leaning into the storytelling aspect of NIL deals, looking to bring a new twist to the natural diamond industry. In just one month, the company signed deals with over 100 student-athletes, creating the first group of athletes that will leave their mark in a diamond. According to AthleteGEM's press release, the diamond industry needed a revamp, and the company stepped in to align with what the public is most focused on: collegiate sports. Their goal is to not only create amazing pieces of jewelry, but tie them to the stories of so many different athletes. The angle that AthleteGEM is latching onto is this — rather than getting athletes to endorse a product, they are giving the athlete and the product a symbiotic platform. People love product, but the history of the diamond industry has shown that people also love a story and a legacy to become invested in. COO and Partner at AthleteGEM Grant Sapkin called this whole campaign "true NIL," giving praise to the power that student-athletes will be ab