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One year after their first deal, Wolverine is expanding its name, image and likeness (NIL) relationship with the University of Michigan.
According to the 141-year-old Rockford, Mich. boot and clothing company, it has renewed its NIL relationship with University of Michigan football players, while expanding its 2024 talent roster to include trades professionals across industries and career stages.
Michigan football athletes featured in Wolverine’s “Blue-Collar Crew” include Donovan Edwards, Mason Graham, Max Bredeson, Colston Loveland, Will Johnson, Alex Orji, Benjamin Hall, and Blake Frazier, all chosen for blue-collar qualities they exhibit as athletes and competitors, the company said.
In addition to the eight football athletes, Wolverine has signed traveling welder Saray Hernandez, foreman electrician Stephen Madrosen, woodworker Leah Houghtaling, and water tower welder Miggie Milan. Rounding out the roster are three Michigan high school students pursuing education in the trades – Duncan Ruby of Clarkston, Grace Colone of Brighton, and Carter Worm of Ahmeek.
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“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,” Scott Schoessel, chief marketing officer of Wolverine Boots, said in a statement. “As a society, we celebrate the grit and toughness of college football stars getting the job done on the grid iron, 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.”
The introduction of Wolverine’s Blue-Collar Crew comes alongside the launch of a new collection of game day-ready boots and apparel. Deemed the “Maize and Blue-Collar Collection,” the limited-edition University of Michigan branded gear benefits hardworking student-athletes, as a portion of sales will benefit Champions Circle, the University of Michigan’s leading NIL collective.
The collection includes a hooded canvas shirt jacket, hooded flannel shirt jacket, moc toe work boot and the University of Michigan Team #144 Commemorative 1000 Mile Boot.
First launched in July, the University of Michigan Team #144 Commemorative 1000 Mile Boot is handcrafted in the USA and built on the foundation of Wolverine’s iconic 1000 Mile Boot. The low-cut shoe rises to the ankle and includes a slight heel. In a nod to the University of Michigan’s team colors, maize and blue, the limited-edition boots are navy with yellow laces. They include antique brass hardware and commemorative details, including a 144 foil-stamped backstay and tongue featuring a block M. The 144 represents the 144th season played by the Wolverines.
This renewed deal follows Wolverine’s entry into NIL agreements with 13 University of Michigan football players last year.
