March is made of moments. A story that living rooms and school Chromebooks will host forever. Memories of Christian Laettner, Gordon Hayward, Jimmer Fredette, Carmelo Anthony, FGCU, DJ Burns and many more stem from one common cause: taking advantage of the moment.

In our social media era, the stage provides a restricted platform to build a fanbase and association around your Name, Image, and Likeness (NIL). While only a fraction of these athletes are headed to the NBA, time is everything in March. In social this means SPEED KILLS.

Today we’re breaking down the brand marketing guide for maximizing the attention field the madness has to offer.

• Breaking down shoe rosters and investment strategies

• Who’s a future NBA Allstar?

• Who can help brands build trust VS anchor brand association

7 Brands to Expect in the Mix

WHAT NEEDS TO BE THERE

1. Kalshi feels hotter than Bam Adebayo right now across my social platforms.

They are taking up nearly every paid ad spot on short form. I’d be shocked if I didn’t see at least three sponsored ads in a 24-hour window. After making noise in the Super Bowl, March Madness is their gold mine. They are being served their strongest target audience on a platter.

While player endorsements are a high bar here, they are investing in the creator economy using a playbook similar to what we saw from the PrizePicks social team during the podcast industry spike. Introducing a $1 Billion perfect challenge feels like an offer too good to pass up on, especially when it feels like 95% of Gen Z is losing out on their 5 leg parlay every other day.

2. Geico dominated the timeline last year and practically ate up every ad slot available. You couldn’t escape that screeching pig, but that’s the point. They are planting the flag again because repetition is the soul of brand recall in a loud tournament. It was a love him or hate him play that scored high in emotional intensity, and in a crowded bracket, being unmissable is the only goal.

3. LineLeap: I’m all in. Much like Kalshi, they are being served their ideal target audience and any media buy here is a layup if executed correctly. It’s about positioning the service as a time saver and productivity booster, something I learned first-hand while in college. In the most unpredictable month of the year, providing a better, faster experience is the ultimate value prop.

EXPECTATIONS

4. Wendy’s Wendy’s is launching the “Dunkstakes,” which is an aggressive positioning move. While McDonald’s deals with a negative PR cycle and their CEO’s recent comments about their chicken “product,” Wendy’s is incentivizing fan participation with real stakes. It’s better timing and a better connection to the game.

5. Planet Fitness Planet Fitness is running “Rebound & Recover,” tapping Azzi Fudd and Elliot Cadeau to sell the Black Card Spa features. A traditional March play that grabs the attention of both Mens, Women’s and a historic act in College Basketball. This feels like the reliable, yearly ad play that puts familiar faces in front of a product to outcompete Planet Fitness’s competitors on a national stage.

6. Degree is playing a traditional march madness format bringing in Chet Holmgren and Candace Parker. Using Chet and Candace allows them to bridge two different yet similar audiences, maximizing their reach across the entire tournament culture. Both familiar faces in basketball who will attract eyeballs during tournament commercials by fans.

7. Highdive has nailed it on the head year after year with their partnership alongside State Farm. They’ve been able to grab the most trustworthy, honorable, business first prospects and shine light on their humor and background in the process. Their from the logo campaign featuring Caitlin Clark was a national success, and they followed it up by securing Cooper Flagg who’s on his way to becoming an NBA superstar.

They recently featured future Naismith Award Winner Cameron Boozer in a slot alongside his brother and showing off more personality than we’re used to in the past. It’s clear this agency has a great pulse on leveraging reliability and making these top athletes comfortable in their own campaigns.

What We Learned Last Year (Takeaways)

If 2024 and 2025 taught us anything, it’s that the “Tournament Darling” can cement a personal brand forever. We quickly learned that capitalizing on the moment in real time is what makes these moments stick and become appreciated by culture a lot quicker.

Jack Gohlke The blueprint for the instant-legend. One game against Kentucky turned a sharpshooter into a national brand. Brands like TurboTax were already prepared to capitalize.

DJ Burns partnered with a student ran NIL Agency Glacier Sports who was able to successfully brief and funnel Burns with deals throughout each tournament win which became increasingly lucrative and beneficial for both sides of the partnership.

Skims campaign: Look at Skims. A brand built for women, but their seeding strategy changed the entire conversation. By putting products on college athletes like Jared McCain they highlighted comfortable fashion and personality, building a bridge to the men’s game.

The Non-NBA Athletes Stealing the Branding Spotlight

Jeremy Fears Jr.: Michigan State The polarizing floor general. Fears is a marketing dream for competitor brands because he creates conversation. He’s distinctly known for being a winner before all, and being willing to do whatever to cement this position. Pending a deep run for Michigan state, there could be a ton of potential investing in your brand positioning through Jeremy Fears.

Braden Smith: Purdue The Superman narrative. After ripping his jersey as a result of missing a jump shot, then going to win a Big Ten MVP with a replacement jersey on writes the story itself. A 5th year legendary senior who cares about winning so much he makes sure his accountability comes first.

He’s poised under a mic and would fit a great spokesperson for a brand building trust, reliability and showing they’re a part of the cultural moment by quickly leveraging his tournament run. Increased attention will come considering him being 1 assist away from the College Basketball all-time record

Robbie Avila: Saint Louis “Baby Jokic.” Avila disrupts the expected visual of a star. His game and appearance is completely refreshing and full of unorthodox talent and skill. I can see him becoming easily a fan favorite who are rooting for underdogs and purity to return back to the sport of basketball.

Yaxel Lendeborg | Michigan An alpha, on the best team in the country is something that fans will easily gravitate to. Their high likelihood to advance in the tournament makes him a safe bet. He isn’t scared of the moment, is a guaranteed NBA talent who could easily be this tournament’s MVP, cementing his success and any brand attached to it for years.

Deep Sleepers With Potential To Steal The Spotlight

• Xaivian Lee (Florida): Ivy league transfer up that has the basketball community behind his back, pending a positive tournament run. He’s the key for Florida.

• Jake Davis (Illinois): Huge fan base, amazing hair. Did great numbers on in-season merch and is strongly known for one thing… his corner 3pt.

• Chase Johnston (High Point): Shooting nearly 49% from deep with only 4 non 3pt attempts this year. Jack Gohlke 2.0.

• TJ Power (Penn): Led the Ivy in 3pt percentage (47.7%). Ivy league teams have made a ton of noise in recent tournaments. Following a 44 point win to secure a tourney bid, this hot streak will immediately catch America’s attention.

The NIL Shoe Wars: Investing In Potential

NIKE / JORDAN BRAND

The Shoe Wars get so serious it’s left off previous #1 prospect Peterson off Gold Medal Olympic Teams, largely because a shoe sponsor.

Nike secures the blue chip prospects with the highest ceiling just like normal. In a generational draft class this is a priority from the powerhouse, but I wouldn’t be surprised by the increasing risk challenger brands pose with how quickly we’ve seen recent prospects rise to stardom before brands like Nike can even react.

• AJ Dybantsa (BYU)

• Tyran Stokes (Class of 2026)

• Sarah Strong (UConn)

• Cameron Boozer (Duke)

ADIDAS

Focusing on grabbing top talent, not diluting their brand for volume right now. Darryn and Mikel will be able to shine with this brand.

• Darryn Peterson (Kansas)

• Mikel Brown Jr. (Louisville)

REEBOK

Angel Reese truly got Reebok off their feet and it makes sense for them to invest in the highest ceiling prospects in the draft. While they might be polarizing, scouts have raved about all star potential in both Ament and Acuff which would be the start of something huge for Reebok.

• Nate Ament (Tennessee)

• Darius Acuff Jr. (Arkansas)

NEW BALANCE

Building an increasingly culturally resonating brand has stemmed from intentional choices and one of the smallest athlete rosters in the shoe business. One distinct talent from each draft class has gone well, Caleb Wilson fits into this mold perfectly adding to an amazing roster starting Kawhi, Flagg and Cameron Brink.

• Caleb Wilson (UNC)

The Hottest Free Agents + Expected Destination

• Keaton Wagler

  • Nike

  • Yet to build the strongest personal brand profile, Nike gives him time to do this with a star studded lineup. Growing into his body will unlock his true star ceiling.

• Kingston Flemings

  • Nike / Jordan Brand

  • The Potential next Tyrese Maxey that Nike missed out to New Balance

The rest of the freshman class has yet to get their voice heard to a level that resonates with certain audiences yet to create an opinion. Typically this can suggest role player status going forward, but Kawhi, SGA, even Jayson Tatum have shown us that talent and a good track record can sustain a brand empire in the shoe game.

My Big Board / NBA Player Projections

2026 NBA DRAFT

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Content Made for March

Postgame is an agency doing a great job of turning speed into an asset in NIL. Learfield and Campus Ink leading this niche as well and succeeding given the recent implementation of NIL in college sports. These platforms understand that a viral moment has a half-life, and they are built to capitalize on that velocity before the feed refreshes.

Capturing The Moment

Campus Ink always does an amazing job capturing moments into sales for college athletes. Their speed of jersey and merch fulfillment capitalizing on moments has garnered huge attention and a large part of community building on campuses, leveraging the attention of college sports.

The “Free Engagement” Play For smaller, community-based brands, the most overlooked strategy this month is the Community Bracket. Any brand that can host or incentivize a bracket challenge is sitting on free engagement with minimal risk.

Women’s Tournament Preview

While the Men’s take the headlines, the women’s tournament cannot get overlooked.

Azzi Fudd (UConn): Is becoming a social icon and the face of this women’s basketball class. She’s leaning into fashion and has formed a power couple with WNBA star Paige Bueckers.

Juju Watkins missing hurts for fans because she means so much to the game the way she plays.

This years 2026 bracket will look a lot more chalk. Less storylines but more great basketball as we get to the finals.

Behind the Future: Social Trends

Short form content will be fueled by “the song of the tournament” which has built a lot of traction in recent years. 2023 Lil Baby’s song “Low Down” was the catalyst of locker room antics for Kansas State.

Amir “Aura” Khan brought to life a Cinderella Mcneese team as a MANAGER. His boombox and different drill tracks was a climactic moment into repurposed edits along their tournament run.

A KEY strategic play for brands looking to leverage the moment: Capturing a media buy on his boombox.

This is guaranteed impressions while also gaining respect from consumers who not only enjoy college basketball but clever marketing during march as well. Example: Buffalo Wild Wings shown below.

From players to now managers and coaches, we’ve seen the attention spread in every direction. March signals much more than a time for basketball but a spotlight for storylines that resonate with people and motivate consumers beyond the court.

THE MADNESS

If there’s one thing we’ve learned it’s that there’s no telling what storyline will catch fire, but if there’s one takeaway we will ever have about March…

There will be MADNESS

RECAP

• Speed Kills In The Content Game

• Stack March Brand Moments To Maximize The Spotlight

• March is for everybody, to get a piece of the pie (regardless of brand)

COMMENT AND SHARE!!!

Real time feedback is the most important metric to a rising strategist growing their thought leadership, point of view and living portfolio.

We will be back to discuss the winners of march 🏀

Explain how Keith Lee’s trust with his audience exposed the risk of misalignment for Tenderism, and how partial endorsement can erode credibility rather than build it.

The Plan of Action

Break down the moment not as a review, but as a signal exchange. Examine why Keith Lee’s audience treats his behavior as truth, not promotion, and how Tenderism’s response created uncertainty instead of clarity.

Highlight the core issue. Trust only transfers when it is fully embraced. Any hesitation, distance, or selective alignment breaks the signal and shifts audience perception immediately.

The Results

Reframed the situation as a lesson in modern trust dynamics. Keith Lee’s influence remains intact because his standards are consistent, while Tenderism lost credibility by failing to meet the expectations of his audience. The breakdown reached nearly 80,000 impressions, reinforcing that strategy thinkers are paying attention to how trust is gained, tested, and lost in real time.

Identify how J. Cole used The Fall Off to demonstrate intentional marketing through restraint, timing, and attention to small details.

The Plan of Action

Break down the rollout as a study in signals rather than tactics. Examine the gaps, the silence, the pacing, and the lack of overexposure to show how every absence still communicates intent.

Focus on the details that are easy to miss but hard to replicate. Consistent messaging. Controlled visibility. Long term narrative over short term attention.

The Results

Reframed The Fall Off as a masterclass in intentional marketing, where meaning is built through discipline rather than volume. The breakdown reached nearly 70,000 impressions across social platforms in its first week, signaling that audiences respond when strategy looks beyond execution and into design.

The Goal

Dissect the NBA x Balenciaga collaboration and uncover the strategic upside behind the partnership amid widespread skepticism online.

The Plan of Action

Analyze cultural tension points and propose a refined go-to-market approach—identifying the right athletes, creators, and tastemakers to authentically extend the collaboration’s reach and strengthen community buy-in.

Built a clear influencer and athlete framework designed to optimize platform relevance, strengthen community perception, and expand global reach without diluting NBA fandom.

The Results

Delivered a cohesive launch strategy that directly addressed negative sentiment, reframed the collaboration’s cultural value, and elevated merchandise opportunities—deepening NBA fandom pride both locally and globally.

Introduce Paldo Rice Punch to Gen Z consumers in the U.S. through a campaign that taps into their interest in health, cultural exploration, and trendy beverages.

The Plan of Action:

Develop a culturally rich and health-focused campaign that highlights the drink’s natural ingredients, digestion benefits, and social proof through influencers and word-of-mouth, positioning it as a sweet, adventurous alternative to sugary drinks.

The Results:

Delivered a Gen Z-targeted strategy that connects Paldo’s traditional Korean roots with modern health trends and social media influence, creating a compelling reason to try and share the product.

The Goal:

Rebrand Kennesaw State as a culturally relevant underdog ahead of College Football 25’s release.

The Plan Of Action:

Use BTS content and raw media to highlight player personalities and build fan connection.

The Results:

Built a recognizable underdog brand and boosted NIL potential through social-first storytelling.

The Goal:

Explore how Wilson could bridge mass-market sports with luxury fashion through a bold cultural partnership.

The Plan Of Action:

Position Wilson as “the official ball of the culture” by activating fashion-forward influencers, local events, and nostalgic hoop storytelling.

The Results:

Outlined a brand strategy and creative direction that repositions Wilson through Off-White’s lens of exclusivity, individuality, and cultural relevance.

The Goal:

Help Gopuff stand out in the college delivery space by leveraging athletes and late-night demand among student niches.

THE INSIGHT

When college students are in their zone late at night they want instant access to what keeps their vibe alive

The Plan Of Action:

Use athlete-led content, NIL codes, and timely discounts (11PM–12AM) to convert night owls and sports fans into loyal users.

The Results:

Outlined a strategy focused on short-form athlete content and SMS promos to boost late-night usage and brand reputation on campus.

The Goal:

Glorify the women’s game and attract new fans by positioning year-round sports dads as proud advocates.

The Plan Of Action:

Build a New Balance campaign around cookout and block party culture to connect family dynamics with the energy of women’s hoops.

The Results:

Developed a strategy to expand the audience by tying equity, storytelling, and dad-focused content to the future of the W game.