Hey Dude Signs NIL Deals With 12 University Athletes as It Launches Collegiate Shoe Collection

Hey Dude is the latest footwear brand to get into the name, image and likeness (NIL) game.

According to the Crocs-owned shoe company, it has signed NIL agreements with 12 athletes across eight universities. Each athlete will act as a brand ambassador for Hey Dude through content, pre- and post-game wearing and more, according to the company.

The athletes Hey Dude has signed include Azyah Dailey from Clemson University; Jayden Daniels from Louisiana State University; Chandler Morris and Trey Sanders from Texas Christian University; Chandler Hayden and Jalen Milroe from University of Alabama; Trinity Thomas and Graham Mertz from University of Florida; Jayda Curry from University of Louisville; Rickea Jackson and Joe Milton from University of Tennessee; and Quinn Ewers from University of Texas.

According to Hey Dude chief marketing officer Kelli McCusker, the program takes the brand to the “next level” as the it works to further drive school pride for athletes, students, and fans. “The athletes’ influence and appeal is a great opportunity to reach the college demographic as well as sports fans that love our brand,” McCusker told FN in an interview. “Ideally, we also reach new consumers who may not have heard of or considered Hey Dude shoes.”

Hey Dude’s new NIL deals come as the brand launched its new Collegiate Collection last week. As the brand’s first collegiate licensing program, styles incorporate the school logo and colors on Hey Dude’s signature Wally Tri and Wendy silhouettes. The new game day-ready collection gives customers the opportunity to rep their college’s colors and logos, from Alabama Crimson Tide, Texas Longhorns, Florida Gators, Louisville Cardinals and more.

The company said this new program, officially licensed through licensing agent CLC, aims to increase brand awareness among Gen Z consumers, leaning into insights around growing brand desirability within the youth athlete and the college consumer. Collegiate partners were carefully selected from geographical areas where Hey Dude is gaining in popularity and resonates with consumers that celebrate in fandom, the company added.

“Our partnership with these specific NIL athletes is around content creation and awareness driving, leveraging their unique personalities and platforms to reach new audiences and showcase wearing occasions for our new Collegiate Collection,” McCusker noted.

The executive added that as the company expands the program to include more schools and more athletes, it will look for “new and authentic ways” to extend these partnerships, “celebrating the excitement of college sports and creating lifelong brand fans.”

 Hey Dude is the latest footwear brand to ink NIL deals since new rules for student athletes were announced.

In June 2021, the NCAA announced that an interim policy was adopted by all three divisions suspending NIL rules, allowing college athletes to profit off of themselves. Since then, top athletes across all sports have signed endorsement deals with leading brands like Wolverine, Nike, Adidas, Jordan and Saucony.