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 May 2025, they teamed up with Danner Tassone, a founder and brand strategist with over a decade of experience building agencies, talent partnerships, and businesses across luxury, fashion, beauty, and celebrity sectors. Her expertise turned vision into strategy, helping Canopy create long-term partnerships and storytelling that elevate athletes and campus voices alike.

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.