Triple Win Partnerships: Athletic Brands Built on Authenticity

Babes, Balls and Brands

Triple Win Partnerships: Athletic Brands Built on Authenticity

Nov 05, 2025

Janet Moreira

Athletic brands aren't built through checkbox marketing and forced endorsements - they're built through authentic partnerships where everyone wins. In this episode of BABES BALLS & BRANDS™, host Janet Moreira reveals this truth with Alex Onaindia, founder of Distinction Agency, who quit his job at 26 to represent 300+ athletes and brands using his triple win philosophy.

Onaindia exposes the gap in athlete marketing where agents treat brand deals as contract afterthoughts rather than strategic opportunities. His inventory method helps teen athletes identify authentic partnerships based on products they actually use, creating collaborations that last years instead of ending after one campaign.

This episode explores breakthrough strategies for sports parents navigating NIL deals with performance incentives and retention requirements. Janet and Alex discuss high school football recruiting considerations, the Erica Wheeler campaign that pioneered women's sports partnerships, and why athletes need a board of directors including agency representation, legal counsel, and financial advisors.

Essential insights for athletic scholarships strategy, structuring NIL deals in the creator economy, and how teen athletes build workforce-ready skills through authentic brand partnerships. Onaindia shares practical examples of matching talent with campaigns based on audience demographics and conversion potential.

Critical conversation for sports families building athletic brands that generate income while maintaining credibility.

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