Following a recent appearance on the cover of Sports Illustrated, it’s safe to say 2026 USC commit Julian Lewis is having a shining moment. Adding to the shine of Lewis’ recent glow up, the high school sophomore quarterback recently announced his first NIL deal with Jaxxon, a leading manufacturer of men’s jewelry.

Bear Degidio, owner and CMO of Jaxxon, spoke to LA Weekly regarding the news of Jaxxon signing its first NIL athlete.  

“Julian Lewis is one of our first NIL deals, as Jaxxon looks to expand the brand and looks to expand the roster of talent, which includes many professional athletes — Cody Bellinger, Joc Peterson, Elly Dela Cruz, Ryan Sheckler, Paul Rodriguez.” Degidio said.

“The key for us is working with athletes and celebrities that not only speak the same value of Jaxxon, have style, have fashion and have persona, but embody the same values of the brand, which is this classic and clean look and understanding that to have confidence, you have to believe in yourself and believe in your look and your style,” Deigio continued. “And Julian is a great example of that.”

Speaking about his recent name, image and likeness partnership with Jaxxon, Lewis said that he resonated with the Jaxxon brand and culture which made the opportunity an easy call. 

“I’ve been following Bear on IG for a long time and was honored when he reached out to me,” Lewis said. “It’s a blessing to be a part of the Jaxxon family.”

From Degidio’s perspective, Jaxxon has built a reputation for itself by maintaining a true identity and relatable culture through its connection with professional athletes. 

“When it comes to building brands, and understanding athletes and how athletes can be a value to a brand and how a brand can be a value to the athlete, that’s basically where I pride myself on as a CMO and as a partner of Jaxxon and other brands that operate,” Degidio explained. “I think Julian Lewis is an example of how brands in the future will be utilizing partnerships and relationships to work together because he speaks to a consumer that our brand hasn’t spoken to yet.”

With the news of Lewis’ NIL partnership, Jaxxon announced its massive Black Friday sale, which will include up to 60% off sitewide on Jaxxon items. Customers can also take advantage of a free chain with the purchase of two chains.   

“As the leading men’s jewelry brand, there’s no better way to kick off a big sale than working with some big news,” Degidio explained. “And that’s why Julian Lewis being one of our first NIL deals kicking off for a huge Black Friday sale was such an important aspect to us and that’s why it’s going so viral.”

 

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