In a Stunning Development, Auburn Star Johni Broome Secures Monumental Shoe Deal with Under Armour
In a seismic shift for both college basketball and the world of athletic endorsements, Auburn Tigers star Johni Broome has inked a monumental shoe deal with Under Armour, marking one of the most high-profile Name, Image, and Likeness (NIL) agreements in recent NCAA history.
The announcement sent shockwaves through the hoops world early Friday morning as Under Armour unveiled a bold new campaign featuring Broome, solidifying his rise from SEC standout to national star and branding powerhouse.
A Game-Changer On and Off the Court
Broome, known for his dominant presence in the paint, tenacious rebounding, and leadership as the heartbeat of Bruce Pearl’s Auburn squad, has now added “brand ambassador” to his growing resume. The deal, reported to be multi-year and seven figures, includes a signature apparel line, custom shoe colorways, and appearances in national Under Armour campaigns.
In a joint statement, Under Armour praised Broome’s “relentless drive, charisma, and unmatched work ethic” as core values that align with the company’s mission.
“Johni Broome represents the next evolution of athletic excellence and personal brand power,” said Under Armour VP of Global Marketing, Sarah Feldman. “He’s not just the future of college basketball — he’s the future of our brand.”
The Face of a New Era
While NIL has opened new doors for student-athletes, Broome’s deal represents a landmark — not only for Auburn but for all non-blue blood programs trying to keep elite talent in college longer. The partnership with Under Armour could reshape how brands approach college athletes with superstar potential.
Broome, a fan favorite in Auburn Arena and a force in the SEC, expressed his excitement during the unveiling.
“This isn’t just about shoes — it’s about legacy,” Broome said. “Under Armour believes in me, not just as a player, but as a person. We’re building something special, and I’m proud to represent them on and off the court.”
Building the Brand: “JB0” is Born
As part of the deal, Under Armour teased a special edition “JB0” logo — a sleek, modern design inspired by Broome’s initials and jersey number. Sources say a limited-edition JB0 shoe line is already in development, with a release set for early next season.
Billboards featuring Broome have already appeared across major Southern cities, and a commercial spot is expected to air nationally during March Madness.
Auburn’s NIL Power Play
For Auburn and its fans, the partnership is a major recruiting tool and a validation of the program’s status among college basketball’s elite. Coach Bruce Pearl hailed the news as “game-changing.”
“This is what happens when you build something real,” Pearl said. “Johni is a leader, a warrior, and now a national icon. And we’re just getting started.”
As the NCAA landscape continues to evolve, Johni Broome’s groundbreaking deal may serve as a blueprint for future stars — a combination of on-court dominance, personal character, and marketability that makes him a perfect fit for the modern era of sports and branding.
Johni Broome x Under Armour isn’t just a headline — it’s a movement. And for Auburn, it’s a sign that the Tigers aren’t just roaring on the court, but in the business world too.
