Nike and the University of Alabama are expanding one of the deepest partnerships in college sport, announcing the addition of 18 top Crimson Tide athletes to Nike’s decorated Blue Ribbon Elite NIL roster.

Blue Ribbon Elite, a first-of-its-kind initiative, represents a broad portfolio of athletes across disciplines, reimagining the NIL space by providing leading athletes and universities an unmatched level of collaboration that prioritizes the future of sport and athlete identity.

The announcement reflects both Alabama’s long-held position as a standard bearer among top collegiate athletic programs and the university’s three-decade, all-sports partnership with Nike, a brand born from college sport and built to empower the next generation.

“Our longstanding partnership with Nike has always been about more than what our athletes wear in competition,” says Greg Byrne, Director of Athletics. “It’s about aligning with an industry leader that shares our commitment to innovation and providing Alabama with best-in-class opportunities. The Blue Ribbon Elite program is another example of that commitment, creating a unique platform for our athletes to build and elevate their individual brands. We’re grateful to Nike for their continued investment in our athletes and look forward to building on an already strong partnership.”

Joining Nike’s growing roster of roughly 95 elite NIL athletes are:

• Amari Allen (basketball)
• Ace Austin (basketball)
• Jocelyn Briski (softball)
• Zabien Brown (football)
• Ryan Coleman-Williams (football)
• EJ Crowell (football)
• Tommy Hagar (swimming)
• Bray Hubbard (football)
• Dijon Lee Jr. (football)
• Cederian Morgan (football)
• Vic Moten (softball)
• Hannah Parant (volleyball)
• Yhonzae Pierre (football)
• Azaraya Ra-Akbar (gymnastics)
• Melina Rebimbas (soccer)
• Keelon Russell (football)
• Myles Upchurch (baseball)
• Audrey Vandagriff (softball)

What they’re saying:

• Bray Hubbard: “Growing up, the Swoosh represented the athletes who set the standard and inspired the next generation. To now have the opportunity to wear it myself and be part of the Nike family is something I don’t take for granted. I’m proud to represent Alabama, my teammates and everyone who has helped me get to this point.”
• Vic Moten: “Being part of the Nike family is a huge milestone for me. It is a constant reminder that hard work and countless hours of training pay off. I can’t wait to start this journey.”
• Melina Rebimbas: “It has been an honor representing the University of Alabama during my time here, and now getting the chance to represent the brand that so many of my childhood role models wear along with this university is a dream come true. I hope to inspire this next generation of female athletes to always dream big, just as my role models did for me.”
• Myles Upchurch: “I am incredibly grateful for the opportunity to represent Nike. It has been a lifelong dream of mine since I was a little kid. Representing Alabama and being a Nike Blue Ribbon athlete reminds me to work hard every day.”

About Blue Ribbon Elite

The Blue Ribbon Elite program, named after Nike’s humble beginnings, reflects the brand’s long-held leading position in sport, college and NIL partnership, as well as an enduring commitment to making athletes better — from pioneering the first truly comprehensive “all-sports” partnership in the 1980s to today’s creative, career-building collaborations with top NIL athletes.

Nike’s partnership with each Blue Ribbon Elite athlete goes beyond brand representation, inspiring the student body and community to collaborate through brand campaigns, product innovation and creative direction.

In short: When programs and athletes sign with Nike, they don’t just rep the Swoosh — they help shape it.

Nike’s commitment to listening to the voices of its NIL athletes takes shape in individual, personalized support, both in their performance and training and in their most important moments away from the game. From product and styling to support with media and content, Nike leverages the full weight of the brand to provide a best-in-class partnership to athletes across its NIL roster — giving them tools for long-term success across sport, business and culture.

Nike’s NIL partnerships also extend to athlete-centered design and innovation, as well as support for athletes in their pursuit to stand for something bigger. This industry-leading approach reflects Nike’s five-decade history as the brand of athletes and underscores its continued commitment to inspiring and uplifting the next generation.

“Alabama’s tradition is defined by athletes who lead, compete and inspire at the highest level,” says Ann Miller, EVP, Global Sports Marketing. “These student-athletes embody the championship mindset, resilience and drive that move sport forward and continue to define Alabama’s legacy. Blue Ribbon Elite creates new opportunities for them to expand their impact on and off the field while helping shape the future of college sport.”

From Brookwood to Homewood and Chelsea, data centers are putting a new type of development in front of local leaders and residents.

The issue continues to drive conversations across central Alabama and across the country, as communities weigh the potential economic benefits against questions about power, water, noise, traffic and long-term growth.

In Chelsea, city leaders approved a one-year moratorium on new data center applications, giving city staff time to develop standards for the industry.

“So Chelsea can evaluate its zoning and properly add, you know, because it’s not addressed at all,” Chelsea City Council President Scott Weygand said. “So you got to have some sort of process and some sort of guidance there for a company like that.”

Homewood has also temporarily paused new data center applications while city leaders study their potential impact.

In Brookwood, residents have continued to raise questions about a possible project near Brookwood Middle School.

But long before construction can begin, data center development typically involves a series of major decisions that can vary by jurisdiction.

The process often begins with land. Developers look for large tracts with road access, fiber-optic connections and enough space for buildings, equipment and possible future expansion.

Brookwood Mayor Joe Barger said city leaders become involved once a developer seeks approvals.

“People ask, ‘Well, why did you allow them to buy that property?’ That wasn’t (in) my control,” Barger said. “A private landowner can sell their land whenever they want to. The landowner has to come to us to permit, and rezone, and annex, and that is when we protect our city.”

Industry experts say power is often one of the biggest factors in deciding where a data center can be built.

“Before they ever buy it, they’re going to first identify locations that have access to power,” said Adam Kramer, Global Head of Data Centers at Panattoni Development Company. “And they’re going to work with presumably Alabama Power, or a local co-op, to understand what kind of power will be available from the nearby transmission lines.”

After identifying a potential site, developers commonly conduct environmental, soil, drainage, traffic and infrastructure studies.

The public approval process comes next. Depending on the project, a developer may need rezoning, annexation, site-plan approval, building permits and potentially incentive agreements.

Those are often the points when residents have the greatest opportunity to ask questions and raise concerns about water use, noise, traffic, power demands and community benefits.

Once approved, construction can still take years, especially if new power infrastructure must be built. Many data center campuses are also developed in phases, meaning additional buildings could be added later.

Kramer said despite recent popularity, many people may have already passed a data center without realizing it.

“Probably every one of your viewers has seen a data center, has driven by a data center, has been around a data center, and just didn’t know it,” he said.