NIL: Blue jean baby
The GIST: Wrangler is marking its 75th anniversary the way brands do these days — by striking NIL deals. The jean company teamed up with 32 universities and several athletes on Wednesday for officially licensed, co-branded gear. They had a busy day.
The details: One partnership is with the University of Texas for its Collegiate Collection. Longhorns softball players Lauren Burke and Mary Iakopo as well as volleyball standouts Madisen Skinner, Molly Phillips and Asjia O’Neal will promote this collection on social media. Hook ’em.
- Making it all happen wasn’t easy. Wrangler worked with a trio of companies to complete the deal: brand management agency The Brandr Group, college apparel manufacturer Colosseum Athletics and licensing and trademark company CLC.
Zooming out: High-fashion brands dominated the first wave of stylish clothing collaborations with sports teams. Wrangler’s NIL collection, however, marks an All-American turn as more accessible streetwear brands enter the space.
- As September rolls around, the timing couldn’t be better for Wrangler. Americans planned to spend an estimated $72.87 per person on back-to-school collegiate apparel last year. Cha-ching.