Boot brand Wolverine expands NIL partnership with Michigan football players, launching 'Blue-Collar Crew'
Michigan Wolverines football players have partnered with 141-year leading boot brand Wolverine, which is based in Rockford, Mich., and now the two groups have expanded their relationship to form the “Blue-Collar Crew.”
The brand has also launched new apparel, with a portion of proceeds benefitting Michigan’s primary NIL collective, Champions Circle. The collective was recently named one of the top 15 in the nation by On3.
Wolverine has expanded its 2024 talent roster to include trades professionals across industries and career stages, and while partnering with Michigan football players the campaign aims to reinforce that “blue collar isn’t a line of work, but rather, it’s a mindset, and one to be lauded.”
“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 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.”
Michigan football athletes who appear in Wolverine’s “Blue-Collar Crew” include senior running back Donovan Edwards, junior defensive tackle Mason Graham, senior fullback / tight end Max Bredeson, junior tight end Colston Loveland, junior cornerback Will Johnson, junior quarterback Alex Orji, sophomore running back Benjamin Hall and freshman offensive tackle Blake Frazier, all chosen for blue-collar qualities they exhibit as athletes and competitors.
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“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,” the press release read. “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.
Along with the launch of Wolverine’s “Blue-Collar Crew,” the brand has released 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 release said.
The collection includes:
- Wolverine x University of Michigan Overman Hooded Canvas Shirt-Jac
- Wolverine x University of Michigan Bucksaw Hooded Flannel Shirt-Jac
- Wolverine x University of Michigan Floorhand Moc Toe Work Boot
- Wolverine x University of Michigan Team #144 Commemorative 1000 Mile Boot
Michigan fans can visit Wolverine’s website for more information.
