IOWA Star Lucy Olsen Accidentally Signs $10 Million Shoe Deal With Pet Brand After Misread Contract
By Rachel Simms | July 20, 2025
In one of the most bizarre sports-business mix-ups in recent memory, University of Iowa women’s basketball sensation Lucy Olsen has reportedly signed a $10 million endorsement deal—not with a major athletic brand, but with “Paw Performance,” a rising pet lifestyle company specializing in luxury dog shoes and athletic gear for animals.
Sources close to the program say the 22-year-old guard believed she was signing a sponsorship deal with a division of “ProForm,” a well-known sports apparel company. The confusion allegedly stemmed from a miscommunication between her new NIL (Name, Image, Likeness) marketing team and the pet company’s similarly named legal entity, “PawForm Athletics LLC.”
Olsen, who transferred to Iowa from Villanova and has quickly become a fan favorite with her sharp shooting and intense court presence, reportedly learned of the mishap only after being sent a box of branded squeaky sneakers and a congratulatory note addressed to her “and your four-legged teammates.”
Despite the mix-up, Olsen has taken the situation in stride, showing her signature sense of humor in a video posted to Instagram. In the clip, she’s seen tossing alley-oops to golden retrievers wearing tiny high-tops with the caption: “Guess we’re barking up a new court now 🐾🏀 #Sponsored #Oops.”
Her agent, Dan Foster of AthletiCore Management, issued a brief statement Friday morning:
“We regret the clerical error that led to Ms. Olsen signing with Paw Performance. However, we are in discussions to renegotiate the terms—or possibly launch a new human-athlete division of the brand.”
Meanwhile, Paw Performance has embraced the publicity with open paws. The company released a statement calling Olsen “the perfect ambassador for the next generation of dual-species athleticism.”
“Lucy brings the grit of a basketball star and the warmth of a dog lover,” said CEO Tanya Bixley. “We think this partnership is a slam dunk… even if it was accidental.”
Olsen’s Iowa teammates have had a field day with the mishap. Practice footage leaked online shows players calling out dog commands mid-play—“Fetch!” and “Heel!”—while Olsen drains threes. Coach Lisa Bluder reportedly joked, “If this helps her score 20 a game, maybe we all need to sign with Paw Performance.”
While legal advisors on both sides continue sorting through the contract language, one thing is clear: Lucy Olsen’s mistake may be the most adorable $10 million mix-up in college basketball history. And with rumors swirling that a “Dog Mom” signature shoe line is now in development, fans—and their pets—might just be lining up for a pair.
