Wolverine, the 141-year-old boot and clothing manufacturer, has renewed its NIL relationship with the University of Michigan football players while expanding its 2024 roster to include trade professionals across industries and career stages.
The campaign aims to reinforce that the blue-collar philosophy of the reigning National Championship college football program isn’t a line of work but a mindset, and one to be lauded. It relates the work ethic practiced by those in hands-on, skilled trades professions to the blue-collar philosophy of the reigning National Championship college football program.
“The trade 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. “As a society, we celebrate the grit and toughness of college football stars getting the job done on the gridiron, 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 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.
In addition to the eight footballers, Wolverine has signed traveling Welder Saray Hernandez, Foreman Electrician Stephen Madrosen, Woodworker Leah Houghtaling, and Water Tower welder Miggie Milan.
Three Michigan high school students pursuing an education in the trades—Duncan Ruby of Clarkston, Grace Colone of Brighton and Carter Worm of Ahmeek—round out the roster.
Wolverine’s introduction of the Blue-Collar Crew comes alongside the brand’s launch of its limited-edition “Maize and Blue-Collar collection of boots and apparel with University of Michigan branding, with a portion of sales benefitting Champions Circle, the University of Michigan’s NIL collective. The collection includes branded Wolverine x University of Michigan Overman Hooded Canvas Shirt-Jac, Bucksaw Hooded Flannel Shirt-Jac, Floorhand Moc Toe Work Boot, Team #144 Commemorative 1000 Mile Boot.
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Image courtesy Wolverine
