NIL, Identity, and the Life You’re Building

As the NIL era continues to expand, student athletes are finding themselves in a unique position: not only can they monetize their name, image, and likeness, but they are also being asked to do something most teenagers are rarely asked to consider by crafting a personal brand, building influence, and making decisions that could shape their identity for years to come.

This shift raises an important question: How can student athletes pursue NIL opportunities without losing sight of who they are and who they want to become?

To answer that, we turn to the work of moral philosopher Alasdair MacIntyre.

Intrinsic vs. Extrinsic Goods

In After Virtue, MacIntyre draws a distinction between intrinsic and extrinsic goods. Intrinsic goods are the internal rewards that come from engaging in a practice for its own sake. For example: mastering a skill, developing discipline, or growing through competition. These goods build character and identity.

Extrinsic goods, on the other hand, are the external rewards that may result from the practice, such as money, recognition, or status. While not inherently bad, extrinsic goods can distort motivation when they become the primary focus.

How fitting this framework is for today’s student athletes, who are deeply committed to their craft, driven by goals both personal and athletic, and now navigating new opportunities through NIL. As they face decisions about partnerships, branding, and compensation, the tension between intrinsic motivation and extrinsic reward becomes especially relevant.

Understanding that distinction can help them stay grounded in what truly fuels their growth and long-term purpose.

For MacIntyre, a well-lived life is not just a collection of achievements or transactions. It is a coherent story. He even wrote, “To know what is the good for me is to know what is the good of the story I am trying to live out.” In other words, identity and purpose are not formed in isolation, but through the narrative of one's life and the virtues practiced along the way.

The Story Behind the Strategy

For student athletes, NIL can be both an opportunity and a test.

The opportunity is clear: NIL allows athletes to earn income, gain exposure, and take greater ownership of their journey. But the test is more subtle. It lies in whether athletes choose partnerships that reflect who they are and what they stand for or simply chase the biggest check or trend.

At POLARIS, we encourage student athletes to consider:

• Does this NIL opportunity align with my values?

• Will this partnership contribute to the kind of person I want to become?

• Is this a short-term gain or part of my long-term story?

When NIL becomes a natural extension of a student's goals, character, and community, it reinforces their narrative. But when it becomes the narrative itself, they risk losing control of the story altogether.

Looking Ahead

The NIL landscape is still evolving, but one truth remains: every student athlete is the author of their own story. In the words of MacIntyre, understanding what is good for you starts with understanding the narrative you are living.

NIL can be part of that narrative. But NIL can be so much more when it is rooted in purpose, guided by values, and aligned with the person you are becoming.

At POLARIS, we don’t just help student athletes navigate college admissions and NIL. We help them build their future with clarity, confidence, and purpose.