Jordan Brand has officially stepped into a new era of collegiate Name, Image, and Likeness, or NIL, deals, announcing its highly anticipated “Class of 2025.” This cohort of four elite athletes signals a deliberate shift in strategy, one that is not only focused on athletic dominance but also on heritage, cultural resonance, and, most notably, the signing of the brand’s first-ever men’s college basketball players to NIL contracts.

The new class is headlined by University of Connecticut’s reigning National Freshman of the Year Sarah Strong and three foundational pieces of college basketball’s future: Syracuse guard Kiyan Anthony and Duke twin freshmen, Cameron Boozer and Cayden Boozer.

The inclusion of the three male athletes marks a landmark moment for the Jumpman’s collegiate endorsement strategy. While Jordan Brand has long outfitted men’s college programs like North Carolina and Michigan, formal NIL partnerships with individual male players were previously focused on football stars like Florida Gators quarterback Derek “DJ” Lagway. Now, the brand is leveraging the familial narratives of two of the most famous basketball surnames in history.

Kiyan Anthony, the son of NBA Hall of Famer and longtime Jordan Brand signature athlete Carmelo Anthony, brings instant cultural recognition to the Syracuse Orange. Kiyan, a four-star recruit and the top prospect from New York, is averaging 13.8 points, 2.6 rebounds, and 1.6 assists early in his freshman season, according to ESPN. His partnership is framed less as a simple sponsorship and more as a passing of the torch, connecting the brand’s past with its future. As Anthony himself stated, the goal is to uphold his family name and create a legacy both on and off the court, emphasizing community work and cultural influence beyond the hardwood.

Similarly, the Boozer brothers carry the banner of their father, former NBA All-Star and Duke alumnus Carlos Boozer. Cameron, the nation's No. 1 power forward, is already demonstrating why he holds a projected NIL valuation of $1.8 million, leading the Duke Blue Devils in scoring and rebounding. His twin, Cayden, a fellow five-star guard with a strong social media following, joins him, providing Jordan Brand with an unprecedented dual-star dynamic in Durham. Their shared goal is to follow in the footsteps of Jordan Brand greats, underscoring the powerful connection between tradition and modern endorsement.

While the men’s signings represent a strategic expansion, Jordan Brand’s commitment to women’s basketball remains a strong pillar. Sarah Strong continues this commitment, joining a stacked NIL roster that includes stars like Kiki Rice and Mikaylah Williams. The UConn forward, whose parents, Allison Feaster and Danny Strong, were also professional hoopers, has been nothing short of spectacular. She is currently leading the Huskies in both rebounds (11.0) and assists (5.2), while scoring 19.6 points per game, highlighting her versatile dominance as a core player.

By signing this quartet, Jordan Brand is not just seeking athletes; it is securing cultural ambassadors. The announcement signals that the NIL market is shifting from transactional deals to deeply collaborative, career-building partnerships, ensuring the Jumpman remains at the forefront of the youth culture conversation for years to come.