When most people think about college sports, they probably don’t think about surfing. (It’s always sunny and 70 degrees somewhere.)
Yet the National Scholastic Surfing Association (NSSA), which has about 14 member colleges and universities according to CollegeXpress, is a thriving, elite community that’s paved the way for some of the most successful athletes in the sport, including Kelly Slater and Bethany Hamilton.
One of the NSSA’s longstanding corporate sponsors is Reef, a well known apparel and footwear brand that’s got surf vibes written all over it. Reef’s sustainability efforts are a core part of its brand identity, yet not widely promoted. As of writing this, the brand works alongside three nonprofits — The Mega Lab, Better Beach Alliance, and Urban Surf 4 Kids — to help keep oceans, coastlines, and coral reefs healthy and accessible for years to come.
If a brand helps protect the ocean but no one notices, did it really happen?
YES. Absolutely. Of-freaking-course.
But could the brand help its nonprofit partners accomplish even more with greater public visibility? And could that public visibility be boosted by leveraging passionate college athletes as ambassadors?
You know the answers: yes and definitely yes. And it’s all easily doable through NILi: NIL for Impact.
Reef would sponsor a select group of NSSA athletes who are not only passionate surfers, but also passionate ocean conservation advocates (maybe even some who are majoring in environmental science). Together, they’d form the “Reef Riders” NILi cohort, with the athletes becoming ambassadors for both the brand, and the three NPOs that Reef sponsors.
The benefits are tangible on all sides:
Athletes: Since NSSA isn’t officially recognized by the NCAA, many college surfers don’t have the same opportunities for NIL deals as athletes who compete in revenue-driving or Olympic sports. Being part of Reef’s NILi team would not only help them earn sustainable income, but also give them a way to start building their public platforms by supporting conservation efforts they already care about.
NPOs: Having top college surfers create social content on their behalf, lead beach cleanups, and generally talk about the importance of beach and ocean initiatives would provide an almost instant boost for all three NPOs’ awareness and visibility. Imagine a few of the NILi ambassadors holding a “Reef Rider” challenge with Urban Surf 4 Kids, for example, combining surf lessons with eco-education without it feeling forced.
Brand: Reef gets a major marketing boost that’s far more effective than traditional display or social media ads; they earn greater loyalty and appreciation from the surfing community for expanding their NSSA sponsorship; and they win major brownie points from young consumers who’ll choose purpose-driven products every chance they get.
Bringing these entities together — Athletes, Nonprofits, and Brands — is a powerful vehicle for leveraging sports for social impact that’s been entirely overlooked…until now. There’s so much opportunity in this space, and we’re here to amplify it all.