It's not just college anymore: How Colorado is navigating NIL at the high school level

NIL has taken the sports world to new dimensions. With college football quarterbacks making millions of dollars and the transfer portal bursting at the seams, the line between college and professional sports is increasingly blurry. However, the ability for student-athletes to profit off their name, image, and likeness is not just a term for college athletics anymore.

High schoolers are in on the action, too. Since July 2021 when the NCAA’s NIL policy went into effect, states have created their own regulations for NIL rights at the high school level, including Colorado. Colorado’s state NIL law (SB20-123) does not address NIL at the high school level, which gives CHSAA the authority to make decisions regarding NIL, according to Ecker Sports.



During the CHSAA Legislative Council meeting in 2022, the council voted to amend its bylaws to allow student-athletes to monetize their NIL as long as there is no affiliation with a CHSAA member school. Therefore, Colorado high schoolers are free to seek brand deals before they’ve stepped foot on a college campus. With this new opportunity for high schoolers, it's important to be aware of the resources available for student-athletes and parents.

NIL isn’t going anywhere, and CHSAA is already taking steps to address its monumental shift in the sports landscape. What CHSAA is doing to help schools and students navigate NIL The approach to NIL looks different across different states, with some state associations utilizing outside resources while others remain independent. CHSAA chose to seek an outside resource and announced its partnership with Triple Threat Leadership LLC in October 2024 to assist with NIL education for itself and member schools.

According to a press release, Triple Threat Leadership “will provide NIL advisory support for the CHSAA leadership in regard to continually evolving NIL questions, concerns, education, and other elements.” The founder of Triple Threat Leadership, Dr. Scott Grant, has mostly been advising CHSAA since October, but will work more directly with schools in the coming months.

Member schools will also receive an NIL policy guide as part of the agreement with Triple Threat Leadership. A former high school teacher, coach, and athletic director, Grant founded Triple Threat in 2017 and has provided workshops nationally to hundreds of schools and organizations regarding NIL, personal branding, and leadership development. “I think for us it's about growth and awareness of how we support our member schools and create policy which respects a student’s opportunity to capitalize on their NIL,” CHSAA commissioner Mike Krueger said.

“Our responsibility is to protect member schools and the concept of educationally-based athletics.” By educationally-based athletics, Krueger means the blending of athletics and other activities within the school setting. It's based on the idea that athletics is an extension of the classroom where students can learn life lessons, according to the National Federation of State High School Associations.

Krueger is not concerned about students taking advantage of monetary opportunities, but protecting the foundation of what educationally-based athletics is supposed to be about: the educational benefits of being involved in high school sports and the emotional, mental, and physical growth of individuals. “Everything we do is educationally-based,” Krueger said. “When we start to get outside influences, we need to protect that.

That’s what we exist for.” For example, CHSAA’s policy of not affiliating schools with brand deals is intended to protect students from infringing on a school's intellectual property and potential lawsuits. Students can’t associate their NIL deals with school uniforms, logos, or facilities since that is property of the school itself.

Krueger's biggest piece of advice for students and parents wanting to get involved with NIL is to be in close communication with a school administrator so students don’t unknowingly create a situation that could jeopardize their participation in high school sports. “Our policies aren't intended to obstruct students from getting involved in NIL, however, there are guidelines to help protect member schools and students that participate,” Krueger said. “Being knowledgeable and getting information out is the most important.

” Colorado high school students taking advantage There have already been some Colorado high school athletes benefiting from NIL deals. Two are Mountain Vista’s Benji Anderson and Summit's Ella Hagen, standout runners who have inked NIL deals with the popular shoe brand Hoka. As part of their NIL deals, they receive free Hoka merchandise and shoes and opportunities to represent the brand at Hoka-sponsored events.

The runners also get payment as part of their NIL deal. Anderson, a senior, shared that he will make just under $20,000 from last June to this June. “My parents are super grateful, they no longer have to pay for my running gear,” Anderson said, who is committed to run for Notre Dame following graduation.

“I'm not on a full ride for college so the money from Hoka will help with that. It just opens a lot of doors I never thought possible.” While they are asked to promote the brand on social media, it is not too demanding and can be done in a way they feel best represents them.

In a recent Instagram post about an indoor track meet, Anderson simply thanked Hoka for its support of him this winter and included their slogan, “Fly Human Fly” in the caption. Hoka reached out to Anderson after placing in the top 10 at Foot Locker Nationals (presented by Hoka), a premiere high school cross country race in December 2023. Since then, he has also signed a product deal with the performance watch brand Coros, meaning he receives gear but no monetary payment.

Through Coros, he has been able to connect with professional athletes, including Kenyan marathon legend Eliud Kipchoge. A video call with Kipchoge was Anderson’s favorite experience so far since getting involved with NIL. “He told us running should be fun, and to not put pressure on yourself,” Anderson said.

“He reminded us that everyone has bad races and to make sure you are enjoying it.” Hagen is one of five other Hoka signees. The Summit multi-sport athlete has won three Colorado state championships in three sports: cross country (2022 4A champion), track (2023 1,600 champion), and Nordic skate (2024 state champion).

However, Hagen caught Hoka’s attention by winning a national championship in another sport: trail running. After Hagen won the Hoka-sponsored National High School Trail Championships in July 2024, the shoe brand reached out to Hagen’s parents, who are also her cross country and Nordic coaches. With the opportunity to connect with other high schoolers and promote a national brand on the biggest stages, it was a no-brainer for the University of Colorado-Boulder running commit.

“It let me do what I love, and showed me that I can chase my dreams and make a life out of it,” Hagen said. As part of her NIL deal, Hagen has been able to travel to premiere running events, including the Western States 100 ultramarathon where she paced professional runner Heather Jackson. Since then, Hagen has joined Anderson in Coros’ NIL program.

As the only Summit student-athlete with NIL deals, she prides herself in showing other students and the community what opportunities can come from the sport. Both Hagen and Anderson’s future college coaches have been supportive of their NIL endeavors, and both are open to continuing their Hoka deals in college. College student-athletes can have NIL deals with brands not associated with their school, as long as the deal complies with state laws and their universities policies.

However, they will still have to compete in their school’s affiliated brand. NIL is not something Hagen had previously thought was a possibility for her in high school. But she hopes it can be an opportunity for more Colorado student-athletes in the future.

Her best advice? To be yourself and authentic in what you're doing. “Embrace the opportunity because it can take you so far, but don’t let it hinder you.” Hagen said.

NIL at the high school level has not yet had the same impact that it has had in the NCAA, and many hope to keep it that way. “It provides opportunities for kids and makes it affordable to go to some national level competitions that they might not have otherwise,” Michael Hagen, Ella’s father and cross country coach, said. “It helps families and raises the level of the sport nationwide.

At the high school level, I think it's a win for everybody, these brands just want to support kids.”.