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Today’s Case

LSU quarterback Jayden Daniels partners with shoe company HEYDUDE, gives back to staff

LSU quarterback Jayden Daniels is winning both on and off the field.

In addition to recent accolades (Johnny Unitas Golden Arm Award winner, Heisman Trophy finalist), Daniels is using a NIL partnership to give back to the LSU athletics community. Through his deal with HEYDUDE - executed in tandem by NIL platform Postgame - Daniels took on the role of Santa for the brand's "Holi-Dude" campaign to surprise LSU administrators with festive shoes.

Via his Instagram collab video with the footwear company, Daniels wanted to show his appreciation to everyone who supports him." Daniels visited multiple LSU athletic department offices to hand out shoes, with his final stop at the office of Head Coach Brian Kelly, who he gifted a special LSU-branded pair of shoes as part of HEYDUDE's Collegiate Collection.

Earlier this season, HEYDUDE launched their Collegiate Collection featuring licensed school logos and marks from LSU, Alabama, Texas, Tennessee, Florida and Clemson. Other college football stars taking part in this campaign include Jordan Travis of Florida State and Quinn Ewers of Texas, who both also gifted their teammates.

The Verdict

• Giving back for a good cause

  • As we are in holiday season, it’s nice to see Daniels giving back to those who support him - a great way to leverage his NIL.

  • Also, you don’t need to be a big name to do good; all student-athletes should use their NIL for community service and helping the less unfortunate during the holidays and all year round.

• HEYDUDE continues to heavily invest in NIL

  • It’s great when companies understand the influence and reach that college athletes have. HEYDUDE has been a continual supporter of college athletes via NIL - and will continue to be in the space for the foreseeable future.

    • This past September, the company signed 12 college athletes from eight schools across to NIL deals (including Daniels).

• Tap into the footwear market for NIL

  • Although most college athletes will not secure shoe deals with large shoe companies, this shouldn’t stop them from pursuing smaller footwear companies for collaboration opportunities.

    • Even free footwear to wear outside of games and team activities, along with a potential long-term partnership, can be extremely valuable for these athletes.

Student-athletes should collab with two groups

Grow your audience and reach more people with your content via collabs. Check out this video for more!

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