Jermaine Fleming, a second year Business Administration scholar at Florida A&M University, took a personal setback and turned it into a huge entrepreneurial venture. After an injury shortened his athletic career, Fleming created The Well Athlete, a creative agency specializing in NIL, helping student-athletes develop and strengthen their personal brands.
His company recently became the first to make history in winning one of the most prestigious affairs recognizing student entrepreneurship: the Estee Lauder case competition contest. This victory is a testament to his vision—linking opportunities with student-athletes, presented by Name, Image, and Likeness (NIL) and The Well Athlete is borne out by this.
Fleming’s journey is a story of transformation and resilience. After an injury his senior year, he turned away from athletics and toward business, where he recognized a budding chance to help athletes off the field.
“My injury changed everything for me,” Fleming said. “It made me realize there was so much more to an athlete than just their performance on the field. I could help them understand their value and leverage it beyond the game.”
With The Well Athlete, Fleming has focused on giving student-athletes brand-building opportunities beyond the standard endorsement deals.
His agency works with athletes in developing their identities, finding and associating with brands that share their values, and amplifying them within both digital and physical channels. It is through this holistic approach that The Well Athlete differentiates itself from other agencies in the NIL space and cements Fleming’s status as one of the preeminent athlete advocates.
The Estee Lauder competition is placed among the most prestigious entrepreneurial affairs at FAMU. It brought together some of the school’s most brilliant students, who came before business magnates to defend their novel business ideas.
Jermaine’s pitch for The Well Athlete was well received by the judges, not only for its upside but also because it really did understand the unique issues faced by student-athletes in today’s world of NIL.
“Winning the Estee Lauder contest was a huge affirmation of everything that we’ve done with The Well Athlete so far,” Fleming said. “It’s so much more than winning; it’s a real validator about building relationships with other professionals who believe in what we’re doing. This win has opened up opportunities that will allow us to reach even more athletes and grow their brands.”
The success stories of The Well Athlete shine brightly when considering those who have worked directly with Fleming.
Kendall Bohler, a student-athlete at FAMU, says the agency helped him build his personal brand and increase his partnerships.
“The agency helped me understand what I’m good at and what I stand for, in that way, to make my brand more authentic,” Bohler said. “Since working with Jermaine, I’ve had more meaningful engagement and brand partnerships that really resonate with who I am.”
One could easily note how much Jermaine is dedicated to his peers, and this is apparent through helping others, such as his teammates and friends.
Nyla Kendricks, a classmate of his in the Estee Lauder competition, described him as a “leader” and “friend.”
“Jermaine brought his entrepreneurial mind and skill into our competition project, and his agency added a whole new dimension to our strategy,” Kendricks said. “Impressive how much he cared not only about our success but the success of all the athletes he works with.”
Looking to the future, Jermaine has high hopes for The Well Athlete and the athletes he supports.
“I would like to continue to grow the agency into a platform where athletes can thrive, not just in their sports but in life after athletics as well,” he says. “This win is just the beginning, and I am excited to see what’s in store.
