Michigan running back Justice Haynes is doing things off the field that have a lot of people in the college sports community sitting up and taking notice. The noise surrounding his most recent NIL deal may indicate a change in how athletes are capitalizing on their influence—and may even set a new precedent for how business is done.
Justice Haynes Breaks New Ground with Equity-Based NIL Deal at Michigan
Haynes, the Michigan running back and Alabama transfer, has reportedly signed an NIL deal with Loom Juice.
NEW: Michigan running back Justice Haynes has inked an NIL deal with Loom Juice, securing an ownership stake through the equity partnership.
The Alabama transfer has rushed for 616 career yards. Repped by ESM. https://t.co/DLWGU2j7M4 pic.twitter.com/MPiNyGjM7G
— On3 NIL (@On3NIL) June 2, 2025
What’s also unique about this deal is that Haynes is not just getting a paycheck to be the face of a brand — he’s actually in the early stages of launching an equity partnership with the company. This structure provides him a stake in the company’s longer-term success, an uncommon feature for college athletes.
Haynes, who has 616 career rushing yards and is represented by ESM, is part of a small cadre of athletes starting to test the limits of NIL deals. In choosing equity, he’s associating his personal brand with Loom Juice in a way that may end up far more lucrative than his time playing college football.
Loom Juice Partnership Signals Shift in Athlete Brand Engagement
The relationship between Haynes and Loom Juice is not just a commercial one; it’s a consolidation of ideas and vision. Loom Juice has a dedicated fan base of today’s athletes and fans who care about ingredients and sustainability.
The brand is known for being health-focused, sweetened with less sugar, and packaged in eco-friendly materials. Haynes’s willingness to take an equity stake indicates his belief in the company’s mission and his interest in being more than just a spokesperson.
As ESM’s Dan Everett told On3: “Justice’s influence extends beyond the football field. His commitment to excellence and authenticity aligns seamlessly with Loom Juice’s mission to promote holistic wellness. This partnership exemplifies how athletes can leverage their platforms for meaningful, long-term brand engagements.”
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As Haynes prepares to make an impact on the field for the Wolverines, his business acumen is already making waves, signaling a new chapter in how athletes approach their personal brands.
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