Jason Gardner Jr., a senior basketball player at Fishers High School, has officially signed a Personal Branding Activity (PBA) deal with Rush Bowls, a health-focused restaurant in Fishers, Indiana. This partnership not only highlights Gardner's rising profile in the basketball community but also underscores the growing trend of high school athletes leveraging their name, image, and likeness (NIL) for personal branding opportunities.
The connection between Gardner and Rush Bowls began years ago when James Cunningham, Gardner's track coach, became co-owner of the establishment with his wife, Marissa, in 2023. Gardner has been a frequent customer at Rush Bowls, enjoying the nutritious offerings that align with his athletic lifestyle. When the chance arose to formalize this relationship through a PBA deal, it seemed like a natural progression for both parties.
“With the new NIL landscape for these kids, we thought it would be a good opportunity for him,” Cunningham explained. “He’s someone who comes in regularly, so we could get him set up to where he can start to build his brand. We thought Jason would be the perfect person, especially with him being an athlete focused on nutrition.”
The Indiana High School Athletic Association (IHSAA) approved Personal Branding Activities in May 2023, allowing high school athletes to monetize their NIL. This ruling enables athletes to engage in partnerships as long as they do not imply any affiliation with their schools while receiving compensation. Gardner's deal with Rush Bowls marks a significant moment in this new era for high school sports in Indiana.
On social media, Gardner announced his partnership with Rush Bowls, sharing a discount code for his followers. “I’m proud to announce that I am partnering with Rush Bowls Fishers as the first Indiana high school male Brand Ambassador,” Gardner wrote on Instagram. He praised the restaurant for offering healthy alternatives to traditional fast food, emphasizing the importance of nutrition in his performance. “Their bowls and smoothies have all the nutrition I need to perform at my highest level. I’m excited to partner with a local company that believes in investing in the next generation of athletes,” he added.
As one of the top basketball players in Indiana, Gardner is a strong contender for the prestigious IndyStar Mr. Basketball award in the upcoming season. He has recently narrowed his college options to eight schools, including Indiana, Auburn, Creighton, DePaul, Florida, Mississippi State, Ohio State, and Stanford. His performance on the court, combined with this new branding opportunity, positions him well for a successful future in athletics.
Rush Bowls, a national franchise that started in Colorado in 2004, has two locations in Indiana, with the Fishers store being one of the most recent additions. Cunningham believes that this partnership will be mutually beneficial, stating, “I think all parties can have a mutual benefit. Fishers has really grown, and people have their places they typically go. I think it could help us because Jason has kids following him, and they find out there are alternative healthy options out there.”
As Gardner continues to develop his skills on the basketball court and expand his personal brand, his partnership with Rush Bowls exemplifies the new opportunities available to high school athletes in the evolving landscape of sports and sponsorship.
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