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Case Study: HEYDUDE

Clothing and Retail



Postgame has curated a range of NIL campaigns, team gifting and live activations for HEYDUDE, tapping into the influence of hundreds of college athletes to spotlight the newest in fashion-forward and collegiate footwear. Explore a diverse array of recent content crafted by college athletes for HEYDUDE through Postgame below.

Brand Campaigns

Here is a selection of some of the campaigns we have executed for the client. Please note that this list is not exhaustive, but highlights a few key initiatives.

  • March Madness 2024

  • Collegiate Shoe Launch 1.0

  • Collegiate shoe Launch 2.0

  • Sweepstakes

  • Christmas Holi-Dude

  • Mossy Oak Launch

  • Event Activation's 25+

Challenges Addressed:

Brand was looking for additional Channels to reach Gen-Z sports enthusiasts. Reaching this specific type of Gen-Z 'customer' has it's challenges and can be prove to be an expensive ad buy across a limited number of channels (primarily social media - Instagram or TikTok) as well as being potentially ineffective through the use of  traditional content creators / influencers.


Postgame NIL Campaign leveraged hundreds of college athletes producing thousands of unique pieces of content (UGC) reaching millions of targeted fans and followers (primarily Gen-Z sports & shoe enthusiasts)

Earned Media

HEYDUDE Signs NIL Roster of Basketball Stars through Postgame

Shoe brand expands officially licensed Collegiate Collection with five universities

Heisman Favorite Daniels Uses NIL to Give Back to LSU Staff

Star quarterback gifts HEYDUDE shoes to Tiger administrators, Coach Brian Kelly

HEYDUDE Releases Collegiate Collection

HEYDUDE Releases Collegiate Collection, Launches NIL Campaign With 12 Athletes Through Postgame

Bleacher Report - Texas' Quinn Ewers, Alabama's Jalen MIlroe, More Athletes Land HEYDUDE NIL Contracts through POSTGAME

HEYDUDE announced it signed 12 college athletes - through the NIL Agency Postgame

Campaign Execution:

Postgame tapped into our network of over 35,000 college athletes - making them aware of the opportunity to leverage their NIL (Name, Image & Likeness) to earn money in exchange for helping to promote the shoes. Recruitment consisted of a two parts  1).  A nationwide opportunity for any athlete to participate regardless of sport, gender, location, follower count, etc.  2). A targeted opportunity for athletes attending specific colleges to promote collegiate branded shoes.

Postgame spent two days recruiting athletes, communicating the opportunities via SMS, Email, In App and Push Notifications. Over 1,000 athletes opted-in to participate.  Postgame then spent another two days distributing payment offers asking athletes to double opt-in to confirm their participation.  Those who accepted immediately received campaign instructions including: what to post, when to post, how to post (tagging requirements, deadlines and more. 

After the campaign, Postgame provided HeyDude a full recap of the campaign including all relevant KPI's as well as an ability to leverage the 1,000's of pieces of content created by every athlete - for a predetermined period of time (licensing rights).

Content & Execution Examples

University of Florida Quarterback GRAHAM MERTZ participates in HEYDUDE Collegiate Campaign


UConn's TRISTEN NEWTON promotes HEYDUDE hours before winning the National Championship and Most Outstanding Player Award

Paid Media, Elevated, Paid Social

University of Kentucky Men's Basketball Player ANTONIO REEVES participates in HEYDUDE Collegiate Collection

Paid Media, Paid Social, Elevated

FSU's JORDAN TRAVIS promotes HEYDUDE with teammate TREY BENSON in Postgame NIL Campaign

UGC, Team, Experiential

Colorado's TRAVIS HUNTER promotes HEYDUDE Holidudes in latest Postgame NIL Campaign

Paid Social, Elevated

Alabama Men's Basketball Players LATRELL WRIGHTSELL and MARK SEAR promote HEYDUDE College shoe during the Final Four

UGC, Team, Paid Social

University of Iowa Women's Basketball players GABBIE MARSHALL and KATE MARTIN promote HEYDUDE prior to their Final Four win over UConn

UGC, Team, Paid Social, Elevated

University of Alabama QB1 Jalen Milroe stars in HEYDUDE Collegiate shoe drop with Postgame

Paid Social, Elevated

UNC Legend, TYLER HANSBROUGH promotes HEYDUDE and Dick's Sporting Goods in Postgame campaign

Wholesale Collab, Experiential

University of Colorado's All Everything WR/DB - TRAVIS HUNTER promotes HEYDUDE Mossy Oak's in Postgame NIL Campaign

Paid Social, Paid Media, Elevated

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