In recent years, the landscape of college athletics has shifted dramatically with the arrival of Name, Image, and Likeness (NIL) rights, allowing student-athletes to start their own brands. This evolution is beyond endorsements and social media; it influences how athletes dress, choose brands, and express their identity through gym clothing. Recent research and interviews with gym goers Liam Boyle and Carson Tormey highlight this idea, showing the deep connection between gym clothes, branding, and athlete culture.
Major fitness brands like Gold’s Gym and Peloton have recognized this shift, partnering with student-athletes to engage their influence. Gold’s Gym, iconic for its roots in Venice Beach, recently launched an NIL ambassador program with Opendorse. The program invites athletes to the “Mecca Experience” in July, where they will learn about the brand, participate in workshops, create content, and train alongside legends. This initiative shows how brands now directly engage with college athletes to get brand loyalty early in their careers. Peloton, a leader in connected fitness, is also expanding its reach into the college area by partnering with universities to offer co-branded bikes and discounted subscriptions. These collaborations aim to put fitness technology into student life, simultaneously encouraging a culture of health and branding. Such partnerships highlight a bigger trend: brands see college athletes as consumers and ambassadors who can influence their friends. Signing college athletes by nutrition and supplement companies further emphasizes this change. In 2021, Six Star Pro Nutrition signed the Cavinder twins, Hailey and Hannah, from Fresno State, along with other athletes. “When NIL rules went into effect, brands like Six Star Pro Nutrition moved quickly to sign athletes,” explained industry analyst Gage Dyer. “It is about establishing relationships that can grow with the athlete beyond college.”
This landscape influences how athletes themselves approach gym attire. Carson Tormey, a daily gym-goer, reflects on this. “Most college athletes wear sports jerseys, shorts, and athletic shoes—they prefer comfortable clothes for playing or training. Sometimes, the brands matter because athletes want to show off high-quality gear or popular labels. However, often, comfort is the main priority.” Tormey notes that brand loyalty can start from trust. “An athlete might stick to the same brand because it works well for them or because of sponsorship deals.” For athletes like Hailey and Hannah Cavinder, their endorsement deals extend beyond apparel to nutrition and fitness products, reinforcing their brands. “Wearing certain brands makes athletes feel confident and motivated,” says Liam Boyle, another daily gym-goer. “It can push them to work harder and stay consistent in their routines.” Boyle also emphasizes the importance of appearance: “Brand names and how you look in your gear can boost confidence, which is key during intense workouts.”
The interviews reveal that gym attire is more than just clothing; it is a form of self-expression and a way to project a particular image. Boyle adds, “Using new fitness tech or gear can make workouts more engaging, keeping athletes motivated to stay active.” Tormey shadows this idea by noting that “comfortable, stylish clothes help me move better and feel good about myself while working out.” As college athletes continue to build their brands through NIL deals, their choices in gym attire reflect a combination of comfort and performance. The partnerships between big fitness companies and student-athletes show a new era where gym clothes and equipment serve as tools for marketing and motivation.
In this evolving landscape, one thing is clear: how athletes dress at the Gym is now a statement of their brand and a reflection of the growing influence of NIL rights. As brands continue to invest in college athletes, gym attire will remain an important part of their identity, both on and off the field.
