The NIL Edge
How Great Clips Built an Authentic NIL Strategy
Great Clips Director of Communications Heather Leiferman joins Sterling Randle to discuss how national consumer brands can build NIL partnerships rooted in authenticity, storytelling, and long-term value.
In partnership with Digital Sport by Hot Paper Lantern ↗
How Do National Brands Approach NIL?
For many companies, NIL is still evolving from an experimental marketing channel into a long-term business strategy.
Few brands have been involved as consistently as Great Clips.
In this episode of The NIL Edge, host Sterling Randle speaks with Heather Leiferman, Director of Communications at Great Clips, about how the company has refined its NIL strategy since entering the market in 2021.
Inside the Conversation
What This Episode Covers
✓ How Great Clips' NIL strategy has evolved since 2021
✓ Why authentic partnerships outperform transactional deals
✓ How Great Clips evaluates student-athlete partners
✓ What brands often misunderstand about NIL
✓ How NIL fits alongside influencers and creators
✓ How national brands measure campaign success
Featured Guest
Heather Leiferman
Director of Communications, Great Clips
Heather shares how Great Clips moved from treating student-athletes like traditional influencers to building integrated, story-driven campaigns centered on authenticity, brand fit, and long-term value.
Why This Episode Matters
As more national brands evaluate college athletics, the strongest NIL partnerships are becoming less about one-off posts and more about strategic storytelling.
Heather offers a practical look at how a major consumer brand thinks about athlete selection, campaign measurement, content quality, and what separates authentic partnerships from short-term sponsorships.
About the Series
The NIL Edge
The NIL Edge is NILNewsstand's interview series featuring leaders shaping the future of NIL, revenue sharing, and the new era of college athletics. The series is hosted by Sterling Randle and co-produced with Digital Sport by HPL.
