In light of National Student Nurse Day earlier this week, footwear brand Saucony has partnered with Galen College of Nursing in an effort to support nurse education.

The partnership launched the NIL (name, image and likeness) Student Nurse Initiative Thursday morning, which will aim to support the next generation of nurses.

The NIL concept is one typically used in sports and is a National Collegiate Athletic Association (NCAA) rule in which a student athlete is given a “right of publicity,” or the ability to be compensated for anything using their NIL.

Saucony’s initiative, done with the help of ad agency Doner, took the NIL idea and switched it around to aid nursing students who devote academic, emotional and physical energy to their studies and careers.

“From the hours worked to the miles walked — the average nurse can walk nearly a marathon each week on the job — there is no question that today’s nursing students are true endurance athletes,” a press release announcing the initiative stated.

Saucony will offer NIL sponsorships to four top nursing students at Galen, who will serve as ambassadors – similar to elite college athletes with product endorsement deals. The four ambassadors were given new Saucony Triumph 20 and Endorphin Shift 3 running shoes to help them manage their marathon work weeks on their feet.

“As a company that exists to inspire and serve all humans to live their best lives, we are inspired by these remarkable student nurses,” Kathryn Pratt, chief marketing officer at Saucony, said in a statement.

Colin Jeffrey, chief creative officer at Doner, added that NIL deals typically recognize the performance of elite student athletes.

“Saucony and Galen are championing the next generation of elite student nurses,” Jeffrey continued. “Their hard work, strength and dedication is not only admirable, but essential to the future health of our nation.”

The initiative launches as chronic burnout continues to impact healthcare professionals across the system, in some cases forcing workers out of their professions entirely. 

While physician and nurse burnout had been on the rise before the COVID-19 pandemic, the health crisis and increased patient burden exacerbated the issue. 

According to a 2020 study published in Human Resources for Health, high workloads, low staffing levels and long shifts all contribute to nursing burnout, with the potential “severe” consequences for staff and patients as a result.

“For the last two years and counting, nurses have gone into battle for us and risked their own well-being to protect us,” Rhonda Collins, chief nursing officer at Vocera Communications, said in a previous interview with MM+M. “We must now listen to protect them. We must listen to what they need to feel safe at work and want to stay in the profession.”

Other brands are also jumping on the National Nurses Week bandwagon, aiming to increase support and appreciation for the essential workers. 

Earlier this week, skincare brand CeraVe also announced a three-year partnership with The Daisy Foundation to support nurses.