In a groundbreaking partnership that blends legendary coaching with gridiron greatness, former Alabama Crimson Tide head coach Nick Saban and NFL star running back Derrick Henry have teamed up for a multi-million dollar endorsement deal that’s already turning heads across the sports and business landscapes.
According to an exclusive ESPN report released this week, the endorsement is centered on a new nationwide campaign for Athletica+, a premium sports recovery and performance brand aiming to revolutionize the way athletes train, recover, and optimize their performance. While both Saban and Henry have participated in high-profile endorsements before, this joint venture marks the first time they’ve collaborated on a commercial endeavor of this magnitude since their shared Alabama days.
The campaign’s tagline: “Earn It Every Day.”
The partnership between Saban and Henry is more than a business arrangement—it’s a reunion of two titans of Alabama football.
Saban, who retired earlier this year after 17 seasons in Tuscaloosa, leaves behind a legacy of six national championships and a record of developing top-tier talent. Among the crown jewels of that legacy is Derrick Henry, who won the 2015 Heisman Trophy under Saban’s leadership before becoming one of the NFL’s premier running backs with the Tennessee Titans and now the Baltimore Ravens.
Henry has long credited Saban for instilling the discipline, work ethic, and mental toughness that propelled him to stardom.
“Coach Saban changed my life,” Henry said in the ESPN feature. “He taught me what it means to demand greatness from yourself every day. That’s the same mentality I bring to the field now—and it’s the same mindset this endorsement is promoting.”
The focal point of the campaign, Athletica+, is a high-end sports performance company offering cryotherapy, compression therapy, hydration IVs, and customized performance supplements. Already used by professional and collegiate athletes, the company has rapidly gained traction with private equity investors and sports science experts.
Saban and Henry have not only endorsed the product but have reportedly taken equity stakes in the brand, aligning their reputations with the success of Athletica+ over the long term.
According to ESPN’s sources, the deal is valued at $10 million over three years, with options for extensions and bonuses based on company growth. It includes national commercial spots, digital media appearances, and co-branded product lines such as the “Henry Hydration Series” and “Saban Standard Recovery Kits.
The first national commercial debuted during ESPN’s NFL Draft coverage and features a cinematic blend of past and present.
In one scene, a younger version of Derrick Henry is seen training at Alabama, dragging weighted sleds in the early morning. A voiceover from Saban cuts in: “Champions aren’t made in the spotlight. They’re made when no one’s watching.”
Then, Henry is shown in present day, powering through a Baltimore Ravens workout and using Athletica+ products before and after his session.
The ad ends with both men standing on a football field, Henry holding a helmet, Saban a whistle: “You don’t get to greatness. You earn it—every day.”
The commercial resonated instantly with fans and was shared widely on social media platforms. Within 24 hours, it racked up over 3 million views on Instagram and TikTok combined, as athletes of all ages chimed in about their admiration for the duo.
While Henry remains in the NFL, Nick Saban’s transition into business ventures is becoming a defining feature of his post-coaching career.
Since his retirement, Saban has remained highly visible as a college football analyst for ESPN and ABC. He’s also involved in leadership summits, NIL consulting, and now, health and wellness ventures like Athletica+.
ESPN’s senior business insider Darren Rovell noted that Saban’s entrance into the endorsement world with such a strong brand play is significant.
“This isn’t just a typical coach promoting a watch or car,” Rovell said. “Saban is aligning himself with a brand that mirrors his values—discipline, preparation, longevity. It’s a smart, long-term move.”
Sources close to the deal say Saban’s involvement went beyond simply putting his name on the product. He reportedly participated in strategic branding sessions, helped shape the recovery messaging, and even visited the company’s lab to understand the science behind its offerings.
“He’s all in,” one executive said. “Nick Saban approaches business the same way he approached coaching—obsessive preparation, relentless standards.”
For Derrick Henry, this endorsement is part of a broader strategy to establish himself off the field. In recent years, he has launched a clothing line, invested in real estate, and contributed to community foundations in Tennessee and Florida.
But teaming up with his former coach in a major health and wellness venture adds a deeper layer to his post-career aspirations.
“Football doesn’t last forever,” Henry told ESPN. “But how we take care of our bodies—and how we teach the next generation to do the same—that’s legacy work.”
Henry’s daily recovery regimen reportedly includes Athletica+’s cryotherapy chambers, hyperbaric oxygen therapy, and customized hydration IVs. He says he’s seen a noticeable improvement in recovery time and overall performance.
“I’m 30 and still playing at a high level,” he said. “That’s not luck—it’s science, discipline, and consistency.”
The campaign has already sparked reaction among athletes and fans alike.
University of Alabama players took to social media to express their excitement, calling it “the ultimate Bama reunion.” Former players like Mark Ingram and Tua Tagovailoa commented on Instagram, applauding the partnership.
Meanwhile, younger athletes—especially high school and college players—have shown interest in trying Athletica+ products, a sign the brand may be on the verge of broader youth market penetration.
“I don’t know what’s in that hydration IV,” joked one college linebacker on Twitter, “but if it’s got Coach Saban and King Henry behind it, I’m trying it.”
At the heart of the campaign is a simple but powerful message: sustainable success is built on disciplined habits and intentional recovery.
That theme—something Saban preached every day at Alabama—is now being marketed on a national scale.
“If I learned anything from coaching, it’s that the details matter,” Saban said in the campaign’s behind-the-scenes video. “How you prepare, how you sleep, how you recover—these things separate the good from the great.”
Henry echoed that sentiment.
“It’s easy to push your body in the gym. What’s harder is taking care of it afterward,” he said. “That’s why we’re doing this.”
Sources tell ESPN that this is only the beginning of the Saban-Henry partnership. Plans are reportedly in motion for a traveling “Earn It Every Day” athlete symposium tour in 2026, where high school and college athletes can attend workshops on performance science, mental resilience, and branding.
Athletica+ also plans to open recovery centers in Tuscaloosa and Nashville, branded with the Saban-Henry seal of approval.
As Saban and Henry evolve from football icons into entrepreneurial powerhouses, their partnership symbolizes a modern shift in how athletes and coaches approach life after the game.
They’re no longer just building legacies—they’re building empires.
