Livvy Dunne inks NIL deal with Jake Paul's W men's care brand

LSU gymnast Livvy Dunne has signed an NIL deal with W, a men’s care brand founded by Jake Paul. She posted a video on her Instagram announcing the partnership.

Paul launched W in June in an exclusive partnership with Walmart. The brand offers body wash, spray and antiperspirant deodorant available at the store for less than $10.

Dunne told WWD she met Paul at Fanatics CEO Michael Rubin’s white party over the summer and they “immediately hit it off,” she said. It’s the latest NIL deal for the LSU star, who boasts an On3 NIL Valuation of $4 million.

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“Seeing how passionate [Paul] was in person really made me want to work with him,” Dunne told WWD. “I know he grew up as an influencer and has always been in the spotlight, but he’s truly proven himself in other areas and shown that you can be successful beyond just being an influencer.”

More on Livvy Dunne’s NIL portfolio

Livvy Dunne – who’s returning for a fifth season at LSU after winning a national championship last year – continues to thrive in the NIL space. Fueled by 13 million social media followers, she’s one of the biggest names in college sports.

Dunne’s growing portfolio also includes a multi-million dollar deal with Passes, signed in May as one of the largest NIL deals to date. She also has notable partnerships with Nautica, SI Swimsuit, Vuori and Motorola. Dunne also joined forces Omaha Productions last year, appearing in two commercials promoting the ManningCast.

LSU has been front and center in the NIL era, and the school’s efforts were the subject of The Money Game, a six-part documentary series from Amazon Prime. Dunne, Flau’jae Johnson, Angel Reese and Jayden Daniels were all subjects of the series, and the star gymnast shared her advice for athletes during an appearance on SiriusXM College.

“I think that you have to have your priorities straight to be successful,” Dunne said. “I think that LSU is a worldwide-known brand, and I just think that it’s a match made in heaven with LSU and NIL.”

Ahead of her fifth year in Baton Rouge, Dunne remains a pioneer in the NIL landscape. Her $4 million On3 NIL Valuation puts her at No. 2 in the On3 NIL 100, the first of its kind and de facto NIL ranking of the top 100 high school and college athletes ranked by their On3 NIL Valuation.