Canopy was born from the simple idea that every athlete deserves to be seen, supported, and celebrated—not just the ones already in the spotlight.

In 2021, as Name, Image, and Likeness (NIL) reshaped college sports, co-founders Jack Liechtung and Gabe Merkin saw an opportunity to build something different. Jack, an entertainment lawyer and media operator who has represented athletes, artists, and actors, had spent his career helping talent turn potential into presence. Gabe, a financier with a background in venture investing, had seen how access, structure, and storytelling could unlock real value. Both recognized that countless collegiate and Olympic sport athletes were being overlooked—not for lack of talent, but for lack of support and visibility.

In July 2025, upon the passage of the “House” Settlement, which permitted the payment of student-athletes directly by their universities, the pair witnessed the disparity in resources, visibility and revenue only grow wider. With an emphasis on Olympic and female athletes, they devised a strategy to protect student-athletes by educating and deal-sourcing at the athletic department-level.

Today, Canopy continues to expand that mission beyond the playing field—supporting impactful campus voices, from student-athletes to emerging creators and community leaders who shape culture on and off campus.