NIL in High School? Arizona’s Young Athletes Juggle Academics and Brands in a Revolutionary Sports Landscape

In the rapidly changing landscape of amateur sports, the acronym NIL, which stands for name, image, and likeness, is reshaping traditional norms. This concept is enabling athletes at various levels to monetize their personal brands, moving beyond the college arena and into high schools across the United States. High school athletes are leveraging NIL opportunities before even set foot on college campuses.

Central to this transformation in Phoenix is Zaire “Cherri” Hatter, a 14-year-old basketball prodigy from Desert Vista High School. Hatter not only embodies the evolving dynamics of youth athletics but is also beginning to navigate the complexities associated with being a high-profile athlete.

Jada Williams, a standout player from the University of Arizona, has firsthand experience in this new realm. She was the first female high school basketball player to secure a national NIL deal and continues to benefit from partnerships with notable brands like Spalding and Gym Shark. Her journey underscores the financial opportunities now available to young athletes.

The rise of NIL can be traced back to significant changes within collegiate athletics. Historically, college athletes participated for pride and scholarships, but the emergence of a billion-dollar industry prompted a shift toward allowing athletes to be compensated for their talents. In 2021, a landmark Supreme Court ruling in NCAA vs. Alston paved the way for athletes to pursue NIL deals.

At the high school level, momentum for NIL agreements is gaining traction. As of 2025, at least 42 states and the District of Columbia permit high school athletes to profit from NIL arrangements. Jon Kappes, an associate research professor at Arizona State University, highlights the varied landscape of regulations, noting that some states maintain restrictive policies that could impact athlete eligibility.

In Arizona, the Arizona Interscholastic Association (AIA) has embraced NIL for high school athletes under specific guidelines. Athletes are prohibited from using school logos or uniforms in their NIL activities, ensuring a clear separation between sports and personal branding.

According to Jared Walther, assistant principal of activities at Desert Vista, educating student-athletes about AIA bylaws is crucial. “We need to ensure these students understand the rules,” he stated. “Coaches and administrators help guide them through this new landscape.”

Hatter’s emergence as a premier athlete in her class positions her as a leader in Arizona’s NIL movement. She is already attracting NIL prospects and receiving Division I scholarship offers from institutions such as Alabama and Maryland. Reflecting on her achievements, Hatter expressed her enthusiasm, noting, “It confirms that my hard work has paid off.”

However, Hatter remains grounded, recognizing the ongoing journey ahead. “I still have three years of high school,” she stated, “and I’m focused on getting better every day.” The pressures of performance can be daunting, but Hatter attributes her success to a strong support system, particularly her mother, who serves as the equipment manager for her team.

Desert Vista’s coach Erin O’Bryan, a former player at the University of Arizona, underscores Hatter’s rare work ethic. “She puts in countless hours on and off the court,” O’Bryan remarked, emphasizing Hatter’s dedication and potential to become a highly sought-after player in Arizona.

While recognition and accolades abound, Hatter’s character remains unchanged, reflecting humility and commitment. Walther observes her ability to manage expectations with ease, noting she maintains strong academic performance amid her athletic commitments. “She has adapted well to the pressures,” he commented.

The issue of mental health is paramount, particularly as NIL introduces not only financial incentives but also psychological pressures. Lindsey Markwell, a lecturer at Arizona State University, emphasizes the potential pitfalls of defining self-worth through athletic performance. “When youth athletes are singularly focused on their sport, it can create unhealthy identities,” she cautioned.

Given the year-round nature of competitive sports, breaks are often scarce. Hatter’s ability to balance her rigorous training and school life is essential to her overall well-being. Support from her family and coaches fosters an environment conducive to both performance and personal growth.

Markwell reinforces the importance of a nurturing atmosphere. “Well-supported youth can develop resilience, discipline, and confidence,” she said, suggesting that balance is vital for success. Hatter, through her leadership, instills confidence in her teammates, serving as a role model both on the court and in the classroom.

The increasing spotlight on young athletes such as Hatter raises comparisons to child stars in Hollywood. Kappes points out the similarities, noting that both realms thrust youths into high-pressure situations before they are fully developed. “Athletes start branding themselves at a young age,” he observed, which can be overwhelming.

Despite these challenges, Hatter successfully navigates her dual existence as a student and an athlete. This capability sets her apart, illustrating that one can thrive academically while handling the demands of a competitive sports career.

The expanding NIL era presents unprecedented opportunities for young athletes, but it comes with substantial expectations and pressures. Kappes stresses that young athletes must decide whether they want to engage in structured high school athletics. Hatter’s choice is clear: her ambition to excel fuels her journey, positioning her as a trailblazer in this uncharted territory.