The NIL era just delivered one of its most compelling proofs of concept. When New Balance signed North Carolina star Caleb Wilson to a multi-million dollar deal, they didn’t just land a future basketball star — they demonstrated exactly what college athletics was missing during Michael Jordan’s legendary run in Chapel Hill.
How Does Caleb Wilson’s New Balance Deal Mirror Michael Jordan’s Missed Opportunity?
Wilson recently secured a multi-year, multi-million dollar endorsement with New Balance. The 6’9″ forward committed to North Carolina in January 2025, choosing the Tar Heels over Kentucky and Ohio State.
The connection to Jordan’s college years became clear when Locked On Tar Heels podcast host Isaac Schade broke down what this deal really represents.“This is at the very heart of what NIL was intended to be all along, is this kind of thing. This is the DNA of why it was meant to be,” Schade explained.The comparison to North Carolina’s most famous alumnus was inevitable. Schade connected Wilson’s opportunity directly to what Jordan never had as a Tar Heel.
“If Michael Jordan could have signed with Nike while he was still a Tar Heel rather than having to wait to leave for the NBA, that’s a mutually beneficial symbiotic relationship for both Michael Jordan and Nike.”The financial math behind these deals reveals why companies are eager to invest early. Schade explained the simple economics.
“Michael Jordan’s getting paid while he’s a student and yes, a multi-year, multi-million dollar might seem like a lot, but for a company that stands to potentially, potentially make billions of dollars off of an endorsement deal with a Michael Jordan — which hello, they have — then a couple million is chump change for them.”
That calculation perfectly captures New Balance’s strategy with Wilson. Nike eventually made billions from Jordan’s brand, so paying him a few million during college would have been pocket change. New Balance is trying to make that exact bet with Wilson now.
What Makes Wilson Worth This Multi-Million Dollar Investment?
Wilson’s basketball resume backs up New Balance’s confidence. The five-star recruit and top-10 player in the Class of 2025 averaged 21.6 points, 11.1 rebounds, 5.0 assists, 3.6 blocks, and 2.1 steals during his final high school season at Holy Innocents’ Episcopal School.However, Wilson’s appeal extends far beyond statistics. His personality and marketability factor heavily into New Balance’s decision. Schade highlighted this crucial element during the podcast, noting that “the dude is a star just because of who he is. He’s gregarious. He’s vivacious. People want to be around him.”This combination of elite talent and natural charisma creates the foundation for long-term brand partnerships. Wilson brings the same star power that made Jordan a global icon, but now he can capitalize on it while still wearing a college uniform.
Wilson joins a talent-rich crop of New Balance athletes, including tennis star Coco Gauff, MLB two-way athlete Shohei Ohtani, and countless basketball players like Kawhi Leonard and rookie Cooper Flagg. New Balance also just signed its first women’s basketball ambassador, Cameron Brink.
New Balance’s investment in Wilson represents everything NIL was designed to accomplish. Companies can now identify and invest in future stars during their college careers, creating partnerships that benefit both sides while students pursue their education. It’s the opportunity Jordan never had, finally available to the next generation of Tar Heel legends.
