What's Next Agency

Based in New York, United States, What's Next Agency operates at the intersection of sports, media, and personal branding. Founded in 2018, the agency has established itself within the competitive New York public relations landscape by focusing on a niche that few traditional PR firms address: the financial and reputational empowerment of high school athletes. While many agencies in the city cater to Fortune 500 companies or celebrity clients, What's Next Agency has carved out a distinct space by building bridges between young athletes and the commercial opportunities that were once reserved for college or professional players.

What They Do

What's Next Agency specializes in public relations and communications services designed to help high school athletes monetize their personal brand. This involves a comprehensive approach that goes beyond standard media relations. The agency helps athletes navigate endorsement deals, autograph signings, apparel sales, corporate partnerships, charitable appearances, and even the launch of their own businesses. By leveraging social media platforms, What's Next Agency amplifies the visibility of these young athletes, connecting them with brands and opportunities that align with their on-field achievements and off-field personas. The agency's work is deeply rooted in the changing landscape of amateur athletics, particularly following the recent shifts in Name, Image, and Likeness (NIL) regulations.

Who They Serve

The primary clientele for What's Next Agency includes high school athletes, influencers, and prodigies who are building a following and seeking financial compensation for their talents. The agency reports working with over 5,000 individuals, a scale that suggests a robust infrastructure for managing both emerging talent and those with significant existing reach. These clients range across various sports, but the agency's expertise in social media management and brand development is tailored to the unique pressures and opportunities facing teenagers in the public eye. Beyond individual athletes, What's Next Agency also serves as a partner for brands looking to connect authentically with younger, sports-focused audiences through these rising stars.

Areas of Expertise

While the agency's core offering is public relations and communications services, its work typically encompasses several specialized capabilities:

• Brand strategy and identity development for young athletes
• Social media management and content creation
• Endorsement and partnership negotiation
• Media training and crisis communications
• Event management for camps, appearances, and launches
• Digital marketing and influencer campaign execution
• Merchandise and apparel brand development

These services are delivered with a focus on compliance and long-term career planning, ensuring that athletes build sustainable brands rather than short-term hype.

Who They Are a Good Fit For

What's Next Agency is best suited for high school athletes and their families who are serious about building a professional brand before college. It is also a strong fit for emerging influencers in the sports and lifestyle space who need structured PR support to transition from social media fame to tangible business ventures. Brands targeting the Gen Z and Alpha demographics—particularly those in sportswear, nutrition, technology, or entertainment—will find the agency's access to a large, active network of young talent valuable. For anyone seeking a dedicated partner in navigating the new rules of amateur athletics and personal branding, What's Next Agency offers a focused, New York-based solution.