Michigan RB Justice Haynes secures ownership stake in Loom Juice in new NIL deal

Michigan running back Justice Haynes has signed an equity partnership with Loom Juice. Facilitated by his agency ESM, Haynes now owns an interest in Loom through the new NIL deal.

One of the top returning running backs in college football, Haynes transferred from Alabama to Michigan this offseason, picking the Wolverines over South Carolina and Ole Miss. He finished as Alabama’s third-leading rusher in 2024 with 448 yards on 5.7 yards per carry and 7 touchdowns as a sophomore. He’ll have two more seasons of eligibility with the Wolverines.

A former top-50 recruit, Haynes is the latest ESM client to ink an equity-based partnership. ESM also negotiated the Cavinder Twins’ stake in Slate Milk and tennis phenom Anna Frey’s equity partnership with Ball Buddy.

“Justice’s influence extends beyond the football field,” ESM’s Dan Everett told On3. “His commitment to excellence and authenticity aligns seamlessly with Loom Juice’s mission to promote holistic wellness. This partnership exemplifies how athletes can leverage their platforms for meaningful, long-term brand engagements.”

Loom Juice, known for its innovative approach to health-conscious beverages, views this alliance as a strategic step to deepen its connection with a younger, health-aware demographic. By integrating Haynes into the company’s ownership structure, Loom signals a commitment to authentic representation and shared values.

The 5-foot-11, 210-pound running back was the No. 4 overall back in the transfer portal, according to On3. He is expected to have a relatively heavy workload and compete at the top of the depth chart with sophomore Jordan Marshall, who ran for 100 yards in the ReliaQuest Bowl win.

“Playing against Michigan in the Rose Bowl, I saw firsthand how disciplined and physical they were,” Justice Haynes said this spring. “That game really gave me a different level of respect for this program.

“… I wanted to go somewhere that felt like a brotherhood, that cared about doing things the right way — not just on the field, but off the field, too. Everything I saw from Michigan in that game and after — it just aligned.”