ANN ARBOR, Mich. – Michigan Wolverines running back Justice Haynes has taken an ownership stake in Loom.
Loom was named the fast-growing juice brand of 2024, and the company is making a bold push into the sports world with a high-profile Name, Image, and Likeness (NIL) deal that redefines how beverage brands work with rising athletes.
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The New Jersey-based company announced that Haynes took an ownership stake in Loom, making him one of the first active college athletes to gain equity in a national consumer packaged goods brand.
The deal appears to have solidified Loom as a serious player in the evolving NIL landscape that is transforming the college world.
Haynes, a former five-star recruit who transferred to Michigan after two seasons at Alabama, will appear in upcoming Loom campaigns, events, and other opportunities.
Collegiate career
Haynes is a junior tailback who has shown steady progress and versatility through his collegiate career, making an impact both on the ground and as a receiver.
Toting the rock for the Crimson Tide, Haynes had a career-high 13 attempts against USF on Sept. 7, 2024, and a season-best 102 rushing yards against Western Kentucky on Aug. 31, 2024.
His longest run of the season is an impressive 85 yards, also against Western Kentucky.
While Haynes has yet to score a receiving touchdown, he has made three catches twice last season, most recently against Georgia on Sept. 28, 2024.
His top receiving yardage in a game is 34 yards at Tennessee on Oct. 19, with a longest reception of 13 yards recorded twice.
Before joining Michigan, Haynes spent two seasons at Alabama (2023-24), earning two varsity letters.
He appeared in 25 games, including 18 at running back with six starts.
At Alabama, Haynes rushed 105 times for 616 yards and nine touchdowns, while also catching 17 passes for 99 yards.
He contributed on special teams as a freshman and helped Alabama reach the 2023 College Football Playoff.
Sophomore season (2024) highlights:
- Played 12 games with six starts at running back.
- Carried the ball 79 times for 448 yards and seven touchdowns.
- Caught 17 passes for 99 yards.
- Named Offensive Skill Player of the Week after the Missouri win.
- Notable performances: 102 rushing yards and a touchdown on four carries vs. Western Kentucky; 52 yards and a touchdown on 13 carries vs. USF; combined rushing and receiving yards with touchdowns in multiple games, including Tennessee, Missouri, LSU, and Auburn.
Freshman season (2023) highlights:
- Appeared in all 13 games, including six at running back.
- Rushed 25 times for 168 yards and two touchdowns.
- Contributed on special teams, including making one tackle.
- Scored first career touchdowns against Chattanooga with two rushing scores.
- Played in the Rose Bowl/CFP Semifinal against Michigan, rushing four times for 31 yards.
Haynes’ combination of rushing ability, receiving skills, and special teams contributions makes him a valuable asset for the Wolverines’ offense moving forward.