As fashion brands continue to recruit celebrities and influencers to promote their products, the NCAA college athletes are a group that in the past has stayed out of their reach. But that has changed in the face of a recent Supreme Court ruling and a dramatic change in the NCAA's position. College athletes are becoming major representatives of brands, including their own, because they are now allowed to be paid to use their name, image, or image. Understanding the new rules promises to be a difficult task for lawyers, executives, and administrators in the fashion industry and elsewhere. This article provides a high-level overview of a rapidly evolving new industry.
The NCAA's historical restrictions on certain types of athlete compensation have been lifted. Throughout its history, the NCAA has maintained a strict amateur code of conduct toward college athletes and has sought to establish a clear and conscious distinction between students and professionals, although not always successfully. The NCAA, which was founded in 1906 and assumed its current name in 1910, had bylaws that prohibited student athletes from receiving compensation for their services. Violations were even in the first half of the 20th
