Beats by Dre continues to strengthen its presence in collegiate athletics, announcing the third annual ‘Beats Elite’ class—an exclusive group of standout college football players recognized for their leadership, character, and commitment to excellence both on and off the field.
The 2025 class, introduced this week, includes some of the brightest stars gearing up for the new season:
- Ryan Williams (Alabama, WR)
- Caleb Downs (Ohio State, S)
- Bryce Underwood (Michigan, QB)
- Nate Frazier (Georgia, RB)
- Colin Simmons (Texas, LB)
- Dante Moore (Oregon, QB)
- DJ Lagway (Florida, QB)
- John Mateer (Oklahoma, QB)
- LaNorris Sellers (South Carolina, QB)
Notably, Caleb Downs is now a two-time Beats Elite honoree, demonstrating sustained excellence and influence in college football.
Since launching the ‘Beats Elite’ initiative in 2023, Beats by Dre has celebrated elite college athletes as both brand ambassadors and cultural icons, using the platform of Name, Image, and Likeness (NIL) to champion the next generation of leaders. Many members of the new class are among the most marketable athletes in all of college sports, with several in the top-50 overall in NIL valuations. For instance, Sellers and Lagway each have valuations around $3.7 million, with others like Underwood, Williams, and Downs also among the most prominent student-athletes in terms of their commercial appeal.
These players will showcase their customized Beats products throughout the season, connect with fans and communities, and appear in major marketing campaigns. The initiative gives them new opportunities to expand their personal brands and contribute to the ever-evolving landscape of college sports, where personality, leadership, and excellence are celebrated alongside performance.
Beats by Dre’s ongoing investment in college athletes reflects a broader trend of NIL deals bringing star power and influence to brands and student-athletes alike, setting new standards for collaboration and recognition in the world of sports.Beats by Dre has announced the signings of nine rising college football stars to its 2025 “Beats Elite” class—its third annual group of standout athletes to receive brand partnership deals under the NCAA’s NIL (Name, Image, and Likeness) era. The star-studded 2025 class features Alabama wide receiver Ryan Williams, Ohio State safety Caleb Downs (a returning two-time selection), Michigan quarterback Bryce Underwood, Georgia running back Nate Frazier, Texas linebacker Colin Simmons, Oregon quarterback Dante Moore, Florida quarterback DJ Lagway, Oklahoma quarterback John Mateer, and South Carolina quarterback LaNorris Sellers.
Established in 2023, the Beats Elite program spotlights college football’s most promising talents, chosen for their leadership, character, and commitment to excellence on and off the field. These athletes will be featured in upcoming Beats campaigns, wearing custom headphone designs and serving as brand ambassadors throughout the season.
Notably, the NIL valuations for these players are among the highest in college sports. Sellers and Lagway are each valued at $3.7 million, while Underwood, Mateer, Williams, Downs, and Simmons also rank among the Top 50 in overall NIL value, reflecting both their athletic prowess and marketability.
This latest partnership highlights Beats by Dre’s continued investment in young athletes, offering them national visibility and a growing platform at a critical moment in their careers. The program has quickly become one of the most coveted NIL partnerships in college sports, helping new generations of football standouts grow their personal brands while celebrating the intersection of sports, culture, and technology.
