THE GOAT AGENCY
Goat is an award-winning global influencer marketing agency, part of WPP Media. In an era where human and creator-first content reigns supreme, we help brands to harness its power in combination with connected media to build Influence Everywhere.
In 2025, The Goat Agency represents over 650 social and influencer experts in 37 markets worldwide. We are globally recognized for our award-winning campaigns and content, and credited for helping to shape the influencer industry into what it is today.
Our capabilities have expanded to keep our clients at the forefront of what’s possible within influencer. As a full-service agency, we deliver influencer-first strategy, discovery, campaigns, content, media and commerce for the likes of Mars, Ford, Dell, Proximo Spirits, IBM and Unilever.
Sports aren’t just sports anymore. They’re culture.
THE
BRIEF
How do we turn campus culture into a campaign? Watch Goat break down a fictional NIL brand brief, step-by-step.
WHAT WE'LL COVER
THE
CREATOR
How do athlete-creators like Karlyn Pickens make branded content authentic and what do they actually need from a brief?
THE CREATIVE
What does the final campaign look like? See how audience insight, storytelling, and creator input shape the idea in real time.
THE STRATEGY
What insights matter most when building credibility with Gen Z and how can brands avoid the “try-hard” trap?
OUR SPEAKERS
DECEMBER 9, 2025
11:00 AM - 12:00 PM ET
Virtual Webinar
Featuring Student Athlete & Creator: Karlyn Pickens
How brands can win Gen Z through athlete-creators, campus culture & smart storytelling.
Tuesday | December 9th | 11:00AM - 12:00PM ET
FROM CAMPUS
VIRTUAL WEBINAR
TO CULTURE
THE NIL
Now, we’re taking it one step further and bringing the playbook to life...
This is NIL in practice — not just theory.
If you want to understand where Gen Z influence is really happening, and how to build for it, this session is your front-row seat.
PLAYBOOK LIVE
ATHLETE & CREATOR
+
And nowhere is that more true than on campus.
Since the NCAA’s NIL policy change, student-athletes have evolved into some of Gen Z’s most trusted and influential voices. They’re not just repping teams, they’re shaping trends across fashion, beauty, wellness, finance, tech, and everyday life on campus. They are peers, role models, and cultural catalysts all at once.
NIL athletes bring something rare in modern marketing: real influence that comes from shared experiences, not staged perfection. They study, train, eat in dining halls, sprint to class, and hit the gym like everyone else — and that relatability makes their impact unmatched. That’s why the NIL market is projected to surpass $2B by 2026 and why brands across categories are racing to connect now.
Our latest report, From Campus to Culture: The Rise of NIL Influencers, unpacked this shift, revealing how NIL creators live at the intersection of identity, aspiration, and peer-driven influence, and why brands who get in early will win a generation.