Brand loyalty has unique dynamics among Gen Z consumers. According to Archrival, only 36% of Gen Z claims to be loyal to brands, while 41% describe themselves as “sort of” loyal. This isn’t because they’re uninterested in brands. It’s because they have expectations. This group views loyalty as a two-way relationship that must be earned.
A single purchase does not create a lasting connection. Instead, Gen Z shows their loyalty by recommending brands to others (54%) or following brands on social media (29%), even without making a purchase. Loyalty is built on authenticity, connection, and purpose—qualities that athletes uniquely bring to the table.
Authenticity Drives Trust
Trust is key to maximizing brand endorsement opportunities. Deals perceived to be commercialized or disingenuous by Gen Z consumers will be quickly cast aside. But when a product or service is promoted naturally by an athlete, people see it, feel it—and respond. And they don’t just support products. They support causes and interests, which followers recognize.
Opendorse college athlete influencer campaigns consistently outperform industry benchmarks in all engagement metrics. This includes student-athletes performing 9.3x better compared to the industry’s average impression rate on TikTok—120.8% for Opendorse campaigns compared to 13.0% for those with college athlete influencers.
Trust Builds Connections
No one connects with Gen Z like college athletes. After all, most student-athletes are Gen Z—born in that fabled 1990-2010 timeframe. College athlete influencers have 283.6M+ social media followers, 65-70% of which are Gen Z.
Showcasing their personality is key. They tell stories and share interests. They’re relatable and provide behind-the-scenes access, making everything accessible and natural. 72% of Gen Z say they remember brands with funny social media and 49% would rather see silly, engaging social media posts. That content is perfectly built for Instagram, especially Instagram Reels, and TikTok. 95.9% of NIL activities on Opendorse were posted on Instagram (85.5%) and TikTok (10.4%).
They are more than just athletes—they are also storytellers and communicators who bring fans into the fold. College athletes are the perfect creators to entertain and lead with influence.
Connections Foster Communities
Unlike some traditional influencers, athletes don’t just attract followers—they cultivate communities. Those communities and support systems have never seen support so strong. The college athlete influencer industry is expected to generate $1.67B in Year 4 of the Name, Image & Likeness era of college sports (July 1, 2024 – June 30, 2025) and $2.55B in Year 5 (July 1, 2025 – June 30, 2026). Their audiences are often highly engaged, rallying around not only their sports achievements but also their values, interests, and personal stories. When brands partner with athletes, they gain access to these tight-knit communities, creating opportunities for meaningful engagement.
This isn’t just about reaching more people—it’s about building long-term relationships with an audience that genuinely connects with the brand’s message. From mental health advocacy to sustainability efforts, athletes can help brands align with causes that resonate deeply with Gen Z.
The Playbook for Athlete-Driven Content
For brands looking to connect with Gen Z, leveraging athlete-driven content is a necessity. Here’s how to get started:
- Focus on Authenticity: Highlight the athlete’s real experiences, from behind-the-scenes moments to personal passions. Gen Z values transparency above all else.
- Align with Causes: Partner with athletes who share your brand’s values and can help amplify your mission in an authentic way.
- Create Entertaining Content: Humor, personality, and creativity win with Gen Z. Let athletes bring their unique voices to your campaigns.
- Engage Communities: Don’t just broadcast your message—engage with the athlete’s audience to foster genuine interactions.
Contact the Opendorse team at media.sales@opendorse.com for a personalized consultation on how athlete influencers can help you achieve your marketing and advertising goals.
Download The Opendorse Athlete Media Report
