Peoria High basketball star signs an NIL deal with local company. Here's what we know

Aaliyah Guyton is sleeping better and has some extra gear to show for it.

The Peoria High senior becomes the first Peoria-area high school athlete to ink a name, image and likeness (NIL) deal, taking advantage of an Illinois High School Association by-law that went into effect on July 1.

Guyton has teamed with Circadian Health and Performance, a Peoria-based company helping promote individuals to sleep better. Within that, she been able to facilitate product deals with Kingsfield Fitness, Dep Slepwear and Hebert Health.

“I'm just grateful and thankful for the opportunity to partner with them,” the Division-I basketball recruit said, "and continue to use those tools that have helped me and will continue to help me for my basketball season and career."

Currently, there are no ad campaigns scheduled for Guyton, nor does she receive any monetary benefits from the businesses.

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What are the IHSA’s NIL rules?

Following the NCAA’s implementation of NIL in 2021, the IHSA approved a Dec. 2022 amendment to revise a by-law proposal regarding prep athletes earning money.

For starters, players are now able to earn $150, instead of the initially offered $75. Also, schools are not allowed to pay student-athletes for their NIL, while the use of any logo, name or mascot directly connected to the IHSA or school along with the utilization of school facilities is prohibited in any type of the athlete's NIL promotion.

"I feel like it's just a chance to grow your name, image and likeness," Guyton said. "I guess, it speaks for itself, basically. I also feel like it's a chance to learn from it and student-athletes grow from it as well as learn different aspects in life that may help later on."

The IHSA has also put limits on NIL products not being able to endorse such companies like gambling, cannabis or alcohol.

What is Circadian Health?

Circadian Health and Performance was founded in July 2019 and is owned by Peoria native Thomas Hinton. The 2003 Richwoods grad is a sleep and performance coach, having worked with NBA, WNBA and Olympic athletes after starting in a sleep lab doing studies 15 years ago.

His goal is to help athletes understand why and how sleep directly impacts their athletic performance, recovery and injury prevention.

“I kept hearing about athletes not sleeping well,” said Hinton, who is certified in sleep improvement through Harvard Health.

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He had reached out to Aaliyah Guyton’s dad, A.J. Guyton, about his daughter’s sleeping habits. Hinton’s coaching has helped the younger Guyton have better muscle recuperation during her pre- and post-workouts.

"(Hinton's) been extremely helpful," Aaliyah Guyton said. "He provides a lot for me — a lot of recovery tools. ... He gives me a lot of information and tips on how to take care of my body, how to take care of myself, so he's definitely been a huge impact in this past year.

"I'm very thankful for him."

The 5-foot-7 point guard is No. 60 on the ESPN 2024 HoopGurlz recruiting rankings, having released her five college choices with Illinois, Iowa, Nebraska, Michigan State and Pittsburgh making the cut.

Merchandise from Kingsfield Fitness (roller and a massage gun), Dep Slepwear (sleep hoodies with built-in sleep masks) and Hebert Health (protein powder) had been shipped to Hinton, who helped connect Guyton with the companies to officially sign NIL deals earlier this month. Hinton is trying to do anything he can to help promote high school student-athlete’s individuality.

“I think it helps these kids understand how to talk to businesses,” Hinton said of the NIL process, “how to talk to executives in leadership and it teaches them how to better brand themselves. That’s what sports are starting to get to now where athletes are in control of their brand.”

'Opportunity to advertise'

A.J. Guyton loves the idea of prep athletes getting introduced to the NIL space.

“It’s an opportunity, especially for players, to advertise,” the former Indiana all-American said, “and be a part of and use products and things that help them perform better and help their athletic experience.”

The Greater Peoria Sports Hall of Fame inductee indicates Hinton’s sleep performance coaching as well as any form of dietetics would have been helpful along with something he would have used during his playing days. The former Chicago Bulls draft pick says players and families would be crazy not to take advantage of any NIL opportunity no matter how big or small.

More than anything, the elder Guyton would have reaped the benefit of NIL during his time as a Hoosier and now is making sure future generations are doing the same.

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“I would have definitely been one of those top-tier (players) capitalizing off it,” he said. “… We kind of helped set the tone and get these kids these opportunities, so I’m extremely happy for them. I just want them to take advantage of it as it comes along whether it be high school or college, continue to take advantage of it and get the most out of it as you can.”

Adam Duvall is a Journal Star sports reporter. Email him at aduvall@pjstar.com. Follow him on Twitter @AdamDuvall.

This article originally appeared on Journal Star: NIL in IHSA: Aaliyah Guyton signs with Circadian Health and Performance