Nike signs Stanford cross country star Charles Hicks to NIL deal

One of the significant trends in Year Two of NIL is the push by major brands to become more active in the space. Another trend is the emphasis on supporting athletes in sports outside of football and basketball. Nike checks both boxes with its latest NIL deal.

Stanford cross-country star Charles Hicks announced Sunday that he’s “over the moon to be joining the Nike Running family” as part of a new NIL partnership. He shared the news of the deal with his 25,800 followers on Instagram and his nearly 33,000 followers on YouTube.

Hicks said he will be paid to promote Nike products on social media postings and also through appearances. Runner’s World noted through its reporting that Hicks’ deal could be worth between $50,000 and $150,000 per year. Ray Flynn and Matthew Sonnenfeldt, agents with Flynn Sports Management, facilitated the deal for Hicks that will last through the remainder of his college eligibility.

“It’s been in the works for a while now,” Hicks said in his YouTube announcement. “I’ve been having to keep quiet until now, but I’m so excited about it. It’s one of the craziest things that’s ever happened to me. I’m so over the moon about it. I can’t even express it. I’ve always loved Nike shoes, even way back when.”

Hicks is right. On his YouTube channel, he has numerous Nike-focused videos, including reviews of the React Infinity road runners from more than two years ago.

“I’ve raced in Nike gear my entire time at Stanford,” Hicks said. “I’m a huge fan of the brand. To be a part of the Nike family is unbelievable. It’s a dream come true.”

Hicks became the first runner in Stanford history to win an NCAA cross-country individual national championship. He edged Northern Arizona’s Nico Young in a close race in November. Hicks was named USTFCCCA National Men’s Athlete of the Year in 2022. He’s a seven-time All-American for the Cardinal. Hicks also won the U23 European cross-country championships twice while running for Great Britain.

Charles Hicks could win more national titles

Charles Hicks has two more years of cross-country eligibility and one more year of eligibility for indoor and outdoor track at Stanford.

He told Runner’s World the NIL partnership won’t “necessarily change the calculus” for when he might turn pro. But as we’ve seen in the NIL era, more and more student-athletes are taking advantage of deals to spend more time competing in college sports.

“At the end of the day, my decision will always be dictated by the goals of the program, my personal goals as an athlete, and the incredible group of guys I get to live and train with out here,” Hicks told Runner’s World. “That’s a decision I’ll have to make when the time is right.”

“If you are a university head coach, and your athlete becomes a champion as a freshman, there’s always that risk that an athlete could turn pro at any time. NIL is a bridge to keep athletes in the NCAA system and less in a hurry to become professional. Many universities recognize the advantages for their athletes and actually support the NIL options for them, knowing that the better ones will keep [athletes] around longer.”

Flynn Sports Management is the same management group that helped NC State cross country star Katelyn Tuohy agree on a NIL deal with Adidas in November. Tuohy has won two NCAA titles, one in cross country and the other in the outdoor 5,000 meters. She is a six-time All-American.