Wolverine Boots Spotlight College Athletes & Trades Workers

Wolverine Boots has just inked a new Name, Image, and Likeness (NIL) deal that is particularly fitting.

The popular footwear and apparel brand has signed with eight college players from the University of Michigan. The (Michigan) Wolverines partnering with the brand include the following: 

Running back Donovan Edwards

Defensive tackle Mason Graham

Fullback Max Bredeson

Tight end Colston Loveland

Cornerback Will Johnson

Quarterback Alex Orji

Offensive lineman Blake Frazier

Running back Benjamin Hall

Some of these players even have prior experience with the brand. Edwards, Graham, Loveland, and Hall were all part of Wolverine’s 2023 campaign.

Check out the brand’s Michigan merchandise here. A portion of all proceeds are going to the Michigan NIL collective, Champions Circle.

Expanding beyond NIL

Wolverine Boots is also working with several trades professionals and high school students wishing to break into similar fields.

“The trades workers that keep our country moving day after day deserve to be in the spotlight as much as the collegiate athletes we cheer on every weekend,” said Scott Schoessel, Wolverine Boots’ Chief Marketing Officer. 

Partnering with college athletes has become very popular in recent years. Although beneficial for the athletes, the brand wants to highlight the hard work that others put into their interests and professions, too.

“As a society, we celebrate the grit and toughness of college football stars getting the job done on the gridiron, but we often overlook those practicing that same work ethic and grind in their professions. Our goal is to show that being blue-collar is badass, no matter your trade,” Schoessel continued.

NIL’s evolution

Since its inception in 2021, NIL has exploded. What were once generic deals have become customized based on athletes’ names, schools, and off-field interests.

The individuals involved in this deal perfectly represent Wolverine and its values.

“From high-profile college football players to workers honing highly-specialized crafts, from freshman working their way up in the ranks to veteran-skilled trades professionals breaking down stereotypes in their fields, Wolverine has assembled a crew of individuals who embody what it means to be blue-collar,” Wolverine stated on their website.

Jared Wrangler, founder of Valiant Management Group (the marketing agency involved in the deal) founder emphasized the importance of finding the right deals for the right athletes, PR Newswire reports. 

The perfect group

In terms of marketing, Wolverine has assembled an incredibly diverse bunch.

Edwards has partnered with brands such as Nascar, Raising Canes, and several beverage brands. He was also featured on the cover of the EA Sports 25 game.

Graham, Loveland, and Johnson have also each received vehicle deals. Graham with the Randy Wise Automotive Team and Loveland and Johnson with Feldman Chevrolet of Highland.

Orji has a deal involving trading cards, while Hall has worked with Momentous, a supplement company. 

Wolverine is likely to score big with their choice of brand ambassadors as they clearly cover a wide array of the market.

Victoria Jonach is an aspiring writer and media analyst fascinated by the activities players participate in off the football field. Growing up in New Jersey, she is a New York Giants fan and attends Rutgers University, pursuing a career in Journalism and Media Studies. She writes for FirstRoundMock.com, covering anticipated draft picks and their acts of volunteerism, entrepreneurship, and other interests that shape these individuals.