Athlete NIL Interviews: Lonnie Reed-Perez
Could you share some of the NIL opportunities or partnerships you've been involved in?
I have been in over 20+ NIL deals featuring brands and groups like CVS, Move Insoles, Champion the Movie, Liquid IV, Josh Shapiros election campaign, Universal Music Group, and Heir App to name a few. I loved working for every group that has seen the value my brand can bring and it’s always been important to me to deliver them high level results through my content.
How did you identify and negotiate these opportunities?
I always try to put myself in the brands shoes when I walk into a negotiation. How would I want to be approached and talked to for an opportunity? This is why I always remain professional when communicating with brands and use good communication skills as well as punctuality when it comes to completing deals. Many brands have told me that I am great to work with and one even approached me to renegotiate a second opportunity after I did the first one so well.
How has NIL impacted your daily life and responsibilities as a student-athlete?
NIL has impacted my overall life in a very positive way. I have learned and put into practice so many skills thanks to NIL that will carry over into my life after basketball forever. NIL has taught me how to balance my daily life filled with homework and athletics in a healthy way. My daily schedule is usually pretty busy with how much unseen work I do between all three.
Are there educational programs/tools/events that have helped you better understand the rules and opportunities related to NIL?
I saw NIL coming before it was even being talked about. I had spent the earlier part of my high school and even middle school days learning how to build a brand, designing logos for myself, and understanding the business side of sports even when people would call me silly for doing things that before the preconception was only "proven" pro athletes needed to know about. When NIL was announced I was able to jump right in with a full understanding and roadmap. Fast forward to today, I use tools like the NIL Newsstand to keep me up to date with a daily briefing of what’s going on in the ever changing NIL world so I can stay 10 steps ahead.
How do you utilize social media platforms to build your personal brand and engage with your audience? Can you share examples of successful social media campaigns or content that helped promote your brand?
I utilize Instagram to reach people and grow my brand. One recent example was this past summer I launched a successful campaign thanks to reels around June that exploded my account and had fans from all over the world drawn to my page. It was a crazy expierence I was getting love and DMs from fans saying things like “I’m the GOAT” and really supporting me haha. I would engage with a lot of them answering their messages and even giving certain ones a follow back. On my IG highlight section under 'community “ I have a lot of what happened that month saved.
How have your NIL activities influenced your relationship with fans and supporters?
I feel like a lot of my fans and supporters are really cool people and I am blessed to have them. Whenever I do a NIL deal I can always count on them to show love to the brand I am promoting and like my content.
What advice would you give to other student-athletes seeking to explore NIL opportunities?
Do not be afraid to get into NIL. It does not matter what level you are at every college athlete has value they can maximize. You have to remember that you are a part of the 5% that got chosen to move on to play in college. Also, do not be envious of people at higher levels or compare your NIL pocket to those at higher levels. The higher the people at the top set the market, the higher the lower levels eat too because it trickles down! I’m always open to helping people through my consultant agency LPsportsmanagement!
Is there a college athlete whose approach to NIL you admire? If yes, who and why?
I would have to say Jack Betts. 35 NIL Deals as a D3 WR is incredible and his approach to professionalism is excellent.
How has engaging in NIL activities contributed to your personal and professional growth? Have you discovered new interests or skills through NIL opportunities?
It has helped me grow as a person and has helped me grow professionally by allowing me to really use my professional skills and tinker with new ideas/ concepts. Thanks to NIL I have taken an interest in being an athlete and agent at the same time.
How do you envision your career evolving after college?
I plan on pursuing a Pro basketball career after college at the same time of being an agent like how I am doing collegiately. I want to be one of top youngest agents the game has ever seen.
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