Hollister signs multiple college football stars to NIL deals to model new rivalry collection

With multiple rivalry games on the horizon, Hollister has launched its rivals collection. The company is calling in some of the biggest names in college football through NIL deals, as well.

Star players from six schools have joined Hollister to help model the collection. Florida quarterback DJ Lagway, Florida State quarterback Tommy Castellanos, Michigan quarterback Bryce Underwood and Ohio State wide receiver Carnell Tate are among the group. Texas EDGE Colin Simmons and Texas A&M cornerback Julian Humphrey are also on board.

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Each athlete worked with Hollister designers to create their own product, using the signature Feel Good Fleece. They picked the colors, silhouette, fit and graphics, among other elements. In addition, each group of rivals participated in a combined photo shoot and will appear in marketing activations to promote the campaign.

“Over the past year, we have had student-athletes featured in our campaigns, but this marks the first time they have been part of the design process,” said Corey Robinson, Abercrombie & Fitch Co. chief product officer, in a statement to On3.

“As we head into one of the most exciting weekends of college football, we wanted to give these athletes a front-row experience into how we create our product, ensuring each piece reflects their genuine style. It’s the perfect way to celebrate the season’s biggest rivalry games and engage student-athletes in a new way.”

Hollister calls in college football’s biggest names

The initiative marks Hollister’s latest notable NIL investment after previously partnering with Alabama wide receiver Ryan Williams and Southern Utah basketball player Hercy Miller last year. This season’s roster includes some of the biggest names in the sport, as well.

Four of the six players who joined Hollister this season appear in the On3 NIL 100, the first of its kind and defacto NIL ranking of the top 100 high school and college athletes ranked by their On3 NIL Valuation. Bryce Underwood has the highest On3 NIL Valuation of the group at $3 million, which sits at No. 8.

The Michigan freshman initially signed with Hollister in December 2024, less than a month after announcing his commitment to the Wolverines. Now, he’s part of the latest campaign and participated in a shoot with rival Carnell Tate.

“I love Hollister man,” Underwood said in a statement. “They got the best cooling tees and Michigan gear. We were vibing on set just having a good time.”

For Lagway – who has a $2.1 million On3 NIL Valuation – it’s another high-profile NIL deal. He added to his portfolio this offseason as he prepared to become UF’s starter. But he said the Hollister partnership stands out since he was able to design the product.

“My mom is always reminding me how my football career brings some exciting experiences off the field,” Lagway said in a statement. “This has definitely been the most unique! I never expected to design clothes like this. I’m proud of my design and hope the fans like it too.”

The three featured rivalry games will highlight the final week of the regular season. Texas A&M at Texas will be Nov. 28 while both Florida State at Florida and Michigan at Ohio state will be Nov. 29.