USC TE Walker Lyons inks NIL deal with TravisMathew

TravisMathew is entering the NIL space. The active lifestyle brand has signed USC tight end Walker Lyons to an NIL deal.

Walker is TravisMathew’s first collegiate NIL brand ambassador, the company announced Wednesday. He participated in a photo shoot at TravisMathew headquarters in Huntington Beach, Calif. earlier this month as the company promotes its Collegiate Collection.

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“I’m excited to officially join the TravisMathew team,” Lyons said in a statement. “Their apparel and brand align naturally with my lifestyle and style, and I look forward to wearing the gear and working with the team.”

Lyons joins an impressive group of athletes to partner with TravisMathew as brand ambassadors. Former USC star Reggie Bush is also an ambassador for the Southern California-based brand along with Los Angeles Rams quarterback Jimmy Garoppolo, Los Angeles Lakers guard Austin Reaves and PGA Tour golfer Akshay Bhatia.

TravisMathew is continuing to expand into the college game. The brand also sponsored 2026 Orlando (Fla.) IMG Academy EDGE Jake Kreul’s commitment to Oklahoma this year and, in January, provided members of USC’s men’s volleyball team products from its College Collection.

“Walker is a great addition to Team TravisMathew as we continue to grow in the collegiate athletics space,” said Leif Sunderland, TravisMathew chief marketing officer, in a statement. “NIL has opened up a powerful avenue to connect with the next generation of athletes and fans.

“Partnerships like this not only help us build authentic relationships with a younger audience but also allow us to share the brand in ways that feel relevant and meaningful to them. We’re excited to have Walker on the team and to continue showcasing the brand’s Collegiate Collection to college football and sports fans.”

Walker Lyons sees ‘extreme value’ in social media for NIL

Walker Lyons is an important part of the USC offense this year as both a blocker and a pass-catcher, ranking fourth on the team in receptions. He has 10 catches for 107 yards and two touchdowns through five games to start the season as the Trojans rank No. 2 in the nation in total offense.

As he navigates life off the field, Lyons said social media is a big part of his approach to NIL. With more than 200,000 followers across Instagram, X and TikTok, he can build his platform. That could lead to more brand partnerships.

“There’s definitely value in social media with NIL, in this era, just being able to market yourself more,” Lyons said during USC’s bye week. “So I think there’s extreme value to – especially being in this market, as well. There’s lots of brands and lots of companies I want to work with, kids in L.A. and especially USC athletes. I think the bigger platform and following you have through social media, the more likely those brands are to help you and to reach out with you to want to partner with you.”