NIL: Paige Bueckers

Paige Bueckers X Urban Outfitters NIL Deal

Project Overview

Our group was tasked with creating a mutually beneficial NIL partnership between a high-profile athlete and a relevant brand. We chose Paige Bueckers, a standout UConn basketball player, and developed a detailed collaboration concept with Urban Outfitters. The proposal included a phased contract structure, deliverables across social platforms, a co-branded fashion collection, and a crisis communication plan. This was all crafted to align with both Paige’s personal brand and Urban’s identity as a trend-forward lifestyle retailer.

The Concept

This collaboration taps into Paige’s bold personal style, social influence, and cultural relevance. The partnership included:

A branded capsule collection featuring streetwear-inspired basics (jacket, graphic tee, joggers, etc.)
Content across Instagram and TikTok, including lifestyle shoots, “Game Day Fits,” and “Day in My Life” series
A creative play on her nickname, “Paige Buckets,” with a line of co-branded bucket hats
In-person pop-up events near UConn, including meet-and-greets and courtside placements

The Contract

The NIL deal was broken into three campaign phases:

Regular Season – Monthly posts and consistent story content ($17,500 over 5 months)
March Madness – High-visibility content across all platforms during peak tournament weeks ($70,000 flat)
Draft Season – Final push leading up to the WNBA draft, including video ads and brand reinforcement (up to $95,000)

Each phase outlined specific deliverables, posting timelines, and compensation all designed to maximize engagement while protecting brand alignment.

Crisis Response Strategy

The proposal also accounted for potential PR challenges. We developed:

A morality clause tied to Urban’s brand values
A dual crisis response plan with statements from both Paige and Urban
Actionable next steps (e.g., voter education tie-ins) to preserve brand integrity while supporting personal growth

Value for Both Parties

For Paige:

Enhances her image as a style-forward athlete
Expands her brand into lifestyle and fashion spaces
Provides a platform for authentic self-expression

For Urban Outfitters:

Gains access to Paige’s massive and diverse following
Strengthens brand relevance in sports-culture crossover
Opens doors for future NIL partnerships and youth engagement

Paige Bueckers Deck