What is NIL?
Name | Image | Likeness
Until 2021, athletes couldn’t profit from who they were, even though their name and image were everywhere. When the NCAA changed its rules, athletes were finally allowed to take ownership of their brand and participate in partnerships, endorsements, and other opportunities.
Today, NIL is a major part of the sports landscape.
College athletes actively work with brands, run their own camps, and grow platforms that support them long after their playing career. And in many states, high school athletes can now participate too, depending on local regulations.
But with new freedom comes new complexity. Every level of competition has its own rules, every brand has different expectations, and not all opportunities are good ones. Understanding what’s allowed and what actually benefits your long-term goals is where most athletes get stuck.
At its core, NIL is about control and clarity.
It gives athletes the ability to shape how they’re represented, build a presence that reflects their values, and create opportunities that align with their future. But NIL isn’t just about partnerships, it’s also about understanding how your name and image fit into the broader sports landscape.
Athletes today are expected to manage more than their performance. They’re navigating social media, communication with brands, compliance rules, and the expectations that come with growing visibility. Without a clear plan, it’s easy to feel overwhelmed or to miss opportunities that could genuinely support your career.
Our role is to guide athletes through that process with structure and confidence. We help you understand the rules, evaluate opportunities, and build a foundation that supports both your athletic goals and your long-term personal brand. Whether you’re in high school, college, or already active in the NIL space, clarity and strategy make all the difference.
Our Team
Here at APEX, we combine years of experience in athletics, coaching, and athlete development to support players at every level. Our team understands the demands of today’s NIL landscape and the importance of clear communication, strong presentation, and long-term planning.
We work directly with athletes, families, and programs to organize profiles, manage opportunities, and create a foundation that feels confident and prepared. Our goal is simple: give athletes the structure and support they need to move with intention as the sports world continues to evolve.
Kelvin Hammonds
Founder
Henry Goss
Founder
Tyler Jay
Marketing Director