Lohmiller Real Estate Announces Community Ambassador Partnership with LHS Quarterback

Beginning with the 2026–27 school year, the IHSAA allows student-athletes to participate in certain personal branding activities

Photo via Lohmiller Real Estate.

(Lawrenceburg, Ind.) - Lohmiller Real Estate (LRE) has announced a new Community Ambassador partnership with local high school quarterback Crūe Gilmour, representing an early local example of the opportunities now available to Indiana high school athletes under new Personal Branding Activity (PBA) rules.

Beginning with the 2026–27 school year, the Indiana High School Athletic Association (IHSAA) allows student-athletes to participate in certain personal branding activities while maintaining their amateur status, provided those activities remain separate from their school and its athletic program.

For LRE, the rule change presented an opportunity to build a partnership centered around community, personal development and the growing role young athletes have in representing their own personal brands.

“We’ve always believed that being involved in the communities we serve means more than putting our name on a sign,” said LRE EVP Lindsay Lohmiller. “When this opportunity became possible, we wanted to approach it in a way that was fun, responsible and beneficial for everyone involved. Crūe is a great young person who represents his community well, and that made him a natural fit for our Community Ambassador program.”

The partnership will feature Gilmour in select LRE marketing and community initiatives, giving him an opportunity to gain firsthand experience working with a local business and building his personal brand.

For Gilmour, the partnership is also an opportunity to be among the first generation of Indiana high school athletes able to explore opportunities that, until recently, were largely associated with collegiate and professional athletics.

While commonly compared to NIL opportunities at the collegiate level, the IHSAA refers to these arrangements as Personal Branding Activities and places specific limitations on how a student-athlete’s school, athletic program, logos, uniforms and other school-related identifiers may be associated with commercial partnerships.

LRE and Gilmour’s family have been intentional about structuring the partnership independently of his school and athletic program and within the guidelines established for Indiana high school athletes.

“We know this is a new territory,” said Alex Endsley. “That’s part of what makes it exciting, but it also means doing it the right way. We want this to be an example of how local businesses and young athletes can work together responsibly while creating opportunities that benefit both sides.”

LRE plans for the Community Ambassador program to focus on community involvement, creative marketing and opportunities for ambassadors to represent the company throughout the areas it serves.

The company sees Gilmour’s partnership as a first step in exploring how its Community Ambassador program can evolve as the landscape surrounding high school personal branding continues to develop