Adage spotlights Beats Elite '25
Topic:
Press
Year:
August 20th, 2025
Beats has unveiled the third class of its “Beats Elite” NIL program,
adding a new group of college football stars to its roster of brand ambassadors. The initiative, launched in 2023, aims to highlight athletes who embody leadership, talent and character on and off the field. This year’s class includes nine players from some of the nation’s top programs, including Alabama wide receiver Ryan Williams, Ohio State safety Caleb Downs and Michigan quarterback Bryce Underwood.
As part of the program, the athletes will take part in national campaigns and receive customized Beats headphones that incorporate their schools’ branding. The product design element continues Beats’ partnership with Learfield, which is now in its second year.
The collab has been recognized within the sports marketing industry for creating innovative connections between athletes, schools and fans.
In addition to Williams, Downs and Underwood, this year’s class features Georgia running back Nate Frazier, Texas linebacker Colin Simmons, Oregon quarterback Dante Moore, Florida quarterback DJ Lagway, Oklahoma quarterback John Mateer and South Carolina quarterback LaNorris Sellers. Previous Beats Elite athletes have gone on to win major awards and secure early slots in professional drafts, raising expectations for what this year’s honorees may achieve.
This year also marks a creative shift in the marketing campaign. For the first time, players will be styled in fashion-forward looks rather than just school-issued gear. The campaign reimagines the iconic walk through the game-day tunnel as a runway, with Beats saying the move is designed to “bring personal style and individuality to the forefront of the college football spotlight” and give fans a fresh perspective on the personalities behind the helmets.
Photo by: Tayo Kuku Jr.
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