SBJ/Jan. 27-Feb. 2, 2014/Labor and Agents

Fitness phenom earns her seat at the endorsement table

Liz Mullen
The Legacy Agency has signed Jen Selter — a 20-year-old fitness expert whose photos of her derriere have launched an Instagram following of 2 million and growing — for representation in all areas.

Since signing her earlier this month, TLA has engaged in talks with 50 companies, including Nike, Under Armour and Lululemon Athletica, about endorsement deals in 15 different categories, said TLA partner Andrew Witlieb, who will lead her representation.

“We will be announcing deals in the footwear-apparel category, the water and isotonic beverage category, fitness club, consumer electronics, and training-equipment categories in the next three months,” Witlieb said. “In three months, you will see her everywhere.”

In early January, Witlieb was on his way to work on the subway in New York when he read a New York Post story headlined, “Instagram star has an enviable rear — and 1.3M followers.” He immediately began thinking about the possibilities. “We called around to find someone who knew her,” he said, “and we cold-called her.”

Since that Post story ran on Jan. 2, Selter, who posts photos of her workout regimen designed to tone, shape and increase the size of the gluteus maximus muscle, has gained 700,000 Instagram followers. As of last week, she had more than 2 million followers. A search on Selter will show that she’s been dubbed “the most famous butt on Instagram” and “the Instagram butt goddess.”

While TLA represents various athletes and sports celebrities, CEO Mike Principe said Selter is a different kind of client but part of a growing trend.

“Jen sits squarely at the intersection of health, wellness and fitness — the hottest trend in sports and lifestyle marketing,” Principe said. “And social media, Instagram in particular, is the platform that advertisers are looking to penetrate. Combine Jen’s personality and image and TLA’s creativity and industry reach — this is going to be a lot of fun.”

> RELATIVITY SIGNS TOP RECEIVERS, OTHERS: Relativity Sports, a division of film studio Relativity Media, has signed a large class for the coming NFL draft, including two of the country’s top-rated wide receivers: Clemson’s Sammy Watkins and Florida State’s Kelvin Benjamin.

Additionally, Relativity has signed wide receivers Allen Robinson from Penn State, Bruce Ellington from South Carolina and Bennie Fowler from Michigan State.

These players add to Relativity’s roster of current wide receivers in the NFL, including Alshon Jeffery (Chicago), Dez Bryant (Dallas), Larry Fitzgerald (Arizona), Greg Jennings (Minnesota) and Michael Crabtree (San Francisco).

“I wouldn’t say we specialize in it,” Eugene Parker, Relativity Football division president and agent, said of representing so many wide receivers. “Sometimes, it just works out that way.”

As for people who say representing multiple players at the same position is a conflict, Parker scoffed. “That only matters for people who … don’t know the business.”

Relativity has signed some high-profile prospects at other positions, as well, including Ohio State running back Carlos Hyde, Oregon running back De’Anthony Thomas, South Carolina defensive lineman Kelcy Quarles, South Carolina cornerback Victor Hampton, Purdue cornerback Ricardo Allen, Tennessee offensive tackle Antonio “Tiny” Richardson and Florida A&M defensive end Frances Mayes.

Relativity’s agents Parker, Roosevelt Barnes, Tory Dandy, Jovan Barnes and Happy Walters will represent the players.

> LMM SIGNS ROBINSON: LMM Sports Management has signed Auburn offensive tackle Greg Robinson for the NFL draft. Agents Ethan Lock, Eric Metz and Vance Malinovic will represent Robinson, who was ranked No. 2 among offensive tackles by NFLDraftScout.com last week.

Liz Mullen can be reached at lmullen@sportsbusinessjournal.com. Follow her on Twitter @SBJLizMullen.

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