Just In: West Virginia Mountaineers Football Star Jahiem White Secures Monumental $50 Million Shoe Deal with Nike
In an electrifying turn of events that has shaken the foundations of college athletics, West Virginia University’s breakout football phenom, Jahiem White, has inked a historic $50 million shoe deal with Nike. The deal, announced this morning, marks the largest endorsement ever for a college athlete and ushers in a new era of branding and influence in NCAA sports.
Jahiem White, the Mountaineers’ explosive sophomore running back, dazzled fans and scouts alike during the 2024 season with his blistering speed, unshakable balance, and a highlight reel that dominated social media platforms. In just 12 games, White rushed for over 1,800 yards, scored 22 touchdowns, and broke multiple school and Big 12 records. His dynamic playmaking ability turned him into a household name and a top NFL draft prospect virtually overnight.
Now, with the stroke of a pen and the flash of a swoosh, White has become the face of a new wave in college sports marketing.
“This partnership represents more than just performance wear,” said Nike’s VP of Global Marketing, Tanya Ellis. “Jahiem White embodies the future of sport — bold, authentic, and unstoppable. He’s not just redefining what it means to be an athlete. He’s redefining what it means to be a brand.”
The deal includes a signature “JW1” cleat and lifestyle sneaker line, exclusive digital campaigns, and community impact initiatives in White’s hometown of York, Pennsylvania, and Morgantown, West Virginia. Nike plans to roll out the JW1 cleats just ahead of the 2025 season, with fan apparel and limited-edition releases following shortly after.
White, speaking at the press conference clad in a custom navy-and-gold Nike tracksuit, emphasized the significance of the moment. “I grew up watching Nike athletes like LeBron and Serena — never imagined I’d be in that room one day. This deal means more than money. It’s a chance to inspire the next kid who’s grinding in silence, dreaming big in a small town.”
The magnitude of the deal also raises fresh questions — and opportunities — in the evolving Name, Image, and Likeness (NIL) era. Analysts predict this could be the tipping point that draws even greater commercial investment into collegiate programs, prompting schools to reevaluate their role in managing athlete-market relationships.
“This isn’t just a sports story,” said ESPN analyst Kirk Herbstreit. “It’s a cultural shift. College athletes are no longer just developing stars — they’re emerging global icons.”
As White returns to the field this fall with heightened expectations and now global visibility, all eyes will be on the Mountaineers. But perhaps more significantly, all eyes will be on what comes next — not just for Jahiem White, but for every athlete who now sees a path lit with both stadium lights and corporate spotlights.
Nike just bet $50 million on it.
