Loom, known for its innovative approach to health-conscious beverages, views its new athlete alliance as a strategic step toward deepening its connection with a younger, health-aware demographic. By bringing both Justice Haynes and Juice Wells into the company’s ownership structure, Loom signals a strong commitment to authentic representation and shared values. “These aren’t just incredibly gifted athletes. They’re quality people. People you want to be around. They’re friends. And what’s better than sharing success with your friends,” says Loom Founder and CEO Bill Butrymowicz.
In June 2025, the fast-growing juice brand—recently named BevNET’s Best New Brand of 2024—announced two high-profile NIL partnerships that redefine how beverage companies collaborate with rising athletes. The New Jersey-based brand revealed that Michigan running back Justice Haynes has taken an ownership stake in Loom, making him one of the first active college athletes in the country to gain equity in a national CPG brand. First reported by On3, the partnership positions Loom as a serious player in the evolving NIL landscape. Haynes, a former five-star recruit who transferred to Michigan after two seasons at Alabama, will appear in upcoming Loom campaigns, events, and other brand opportunities.
Joining him is rookie wide receiver Juice Wells, now with the New York Giants, who signed on as a brand partner earlier in the spring. With one of the most iconic names in sports marketing—literally Juice—Wells brings swagger, athleticism, and authenticity to Loom’s growing presence in professional sports. According to Tani Song, Sports Marketing Agent at ESM, “As Justice and Juice step into ownership roles with Loom, it marks a pioneering moment for athlete empowerment in the NIL era. These two athletes embody not just elite talent, but forward-thinking vision and authentic connection to their communities. Facilitating this partnership was a unique opportunity to align their values with a brand that truly understands the future of sports, culture, and wellness. Loom’s approach is reshaping how athletes engage with brands—creating real equity and long-term collaboration.”
While most beverage companies focus on surface-level endorsements, Loom is forging true collaborations with young athletes by offering creative control, equity opportunities, and space for authentic storytelling. “We’re not slapping names on bottles,” Butrymowicz explains. “We’re building something with these athletes. They understand what’s next in sports, and we understand what’s next in beverage. Justice and Juice aren’t just faces on the feed. They are part of the business—helping shape how we move in sports, culture, and hydration.”
Loom itself isn’t just another juice—it’s an experience crafted for the next generation of athletes, culture-shapers, and health-conscious consumers. With bold flavors, low sugar, low calories, and a vegan, gluten-free formula, Loom delivers real function without compromising taste. It’s what today’s athletes—and modern consumers—are actually drinking on and off the field. Now available nationwide on Amazon and in ShopRite locations across the Northeast, Loom continues to expand rapidly, hitting shelves in over 2,500 retail doors across the country.
Beyond the beverage aisle, Loom is actively shaping culture through its Loom Live initiative and Loominary movement. The brand is establishing a strong presence in music, art, and sports communities and is an official marketing partner of the “Under the K Bridge” series in Brooklyn this summer. Through activations at major concerts curated by AEG and Bowery Presents—including performances by Four Tet, Lane 8, Turnstile, and Jamie xx—Loom is embedding itself in the cultural fabric of New York City and beyond. From locker rooms to late-night sets, Loom is building a lifestyle brand that fuels performance and amplifies presence.
Haynes’ and Wells’ ownership deals arrive during a pivotal moment for athlete equity in the NIL era, as rising stars increasingly seek more than traditional endorsement checks. Loom views its athlete-ownership strategy as a blueprint for deeper, long-term partnerships. “Justice and Juice represent everything Loom stands for—ambition, energy, and doing things differently,” says Butrymowicz. “We’re not here to follow old rules. We’re here to make new ones.”
