What is NIL?

NIL stands for Name, Image, and Likeness, and refers to the rights of college athletes to profit from their own personal brand and likeness through commercial opportunities like endorsements, sponsorships, and social media content creation.

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HawaiiUSA Federal Credit Union Case Study


With over 130,000 members, HawaiiUSA is committed to strengthening communities and empowering members with the tools and support needed to simplify their finances and achieve their goals.


To maximize HawaiiUSA's marketing potential, the credit union sought to take advantage of co-branded student-athlete NIL, integrating it into their current promotional material. Through the campaign, the credit union would amplify its financial literacy initiatives in the community, effectively increasing outreach and impact. By leveraging student-athletes, they could raise awareness and encourage wider adoption of HawaiiUSA's cash-back debit card.


HawaiiUSA successfully activated its campaign by leveraging six student-athletes native to Hawaii. These athletes participated in a professional photoshoot, showcasing their uniforms for captivating marketing collateral used in out-of-home displays and in-branch promotions. A social media campaign was launched, capitalizing on the student-athlete's influence to promote HawaiiUSA's debit card. Additionally, financial literacy events were organized at local high schools, fostering community engagement and empowering young students with essential financial knowledge.

Campaign Results


Percentage Increase in Social Media Engagement Among 18-24 Year Olds


Average Social Media Engagement