/ NIKE x UNIVERSITY OF TEXAS /

Blue Ribbon Elite Launch at SXSW

Nike was ready to welcome 16 standout University of Texas athletes into Blue Ribbon Elite—its next-generation approach to NIL. More than an announcement, the launch was an opportunity to define what Blue Ribbon Elite stands for: putting athletes at the center, celebrating their individuality, and creating deeper connections between Nike, its athletes, and the communities that champion them.

With SXSW bringing sport, culture, media, and innovation together in Austin, OBE transformed the YETI Flagship Store into a full-scale Blue Ribbon Elite takeover designed to make every athlete feel like they had arrived. Lamborghini transportation, a UT-orange carpet entrance, and dedicated press and media moments gave the athletes a high-impact debut and immediately put their stories in the spotlight.

Inside, the experience invited the Texas community to get closer to the athletes and the program through personalized trading cards, athlete-specific performance gear, product customization, interactive gaming, and a 3D digital yearbook featuring exclusive athlete content. Each touchpoint gave fans a new way to discover the personalities behind the roster while engaging directly with Nike innovation. The experience culminated in a private seeding moment featuring custom Nike suitcases, Nike Mind 001 footwear, and unreleased Nike x Beats headphones.

/ PRESS /

CBS AUSTIN:
TEXAS ATHLETICS AND NIKE HOST EVENT AT SXSW WITH BLUE RIBBON ELITE STUDENT-ATHLETES

KVUE ABC:
NIKE HOSTS BLUE RIBBON ELITE LAUNCH EVENT IN AUSTIN FEATURING UT ATHLETES

SPORTS BUSINESS JOURNAL:
NIKE ADDS 16 UNIV. OF TEXAS ATHLETES TO NIL PROGRAM