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Colorado's Shedeur Sanders Headlines Urban Outfitters NIL Campaign with Postgame

Before Shedeur Sanders took the college football world by storm the last couple of weeks, the University of Colorado quarterback used NIL to give back to his teammates.

Colorado's Shedeur Sanders Headlines Urban Outfitters NIL Campaign with Postgame

Before Shedeur Sanders took the college football world by storm the last couple of weeks, the University of Colorado quarterback used NIL to give back to his teammates.


Through a nationwide campaign with Urban Outfitters, he took 10 teammates shopping at the brand’s Boulder location. Since then, he’s thrown for more than 900 yards and seven total touchdowns with no interceptions.


Sanders wasn’t the only college football star to treat his friends to an afternoon at the lifestyle retail chain. Three other quarterbacks participated in the campaign: LSU’s Jayden Daniels, Penn State’s Drew Allar and UCLA’s Chase Griffin.


Facilitated by the sports marketing agency Postgame, more than 100 athletes promoted the brand ranging from college football to basketball and track and field. Athletes earned different levels of compensation based on factors such as the size of their social media followings and their engagement rates.


This is the third time Urban Outfitters invested in the NIL space. It’s the company’s biggest investment yet, with a commitment to identifying highly marketable athletes in markets that have an Urban Outfitters location.


“We did a big back-to-school activation last year, featuring Cameron Brink and DeMarvion Overshown,” Postgame’s Director of Athlete Relations Aaron Hackett told On3. “Also, our March Madness campaign featured some of the top basketball players in the countrywhich we expanded on with this new list of higher-profile guys."


“Urban has been strategic about their choice of locations - specifically targeting highly-recognized athletes who can do these live activations during the season. It has proven to been really powerful,” concluded Hackett.


For Sanders’ work with Urban Outfitters, Postgame traveled to Boulder to capture the day. The quarterback included teammates Xavier Weaver, Alton McCaskill, Jimmy Horn Jr., Jordan Domineck, Jeremiah Brown, Isaiah Hardge, Assad Waseem, Omarion Miller, Javon Antonio and Adam Hopkins in the NIL activation.

A video released on Instagram showed all the athletes in-store, trying on outfits and hanging out. For brands like Urban Outfitters, having multiple members of the Colorado football team at a store can help foot traffic. It’s also a valuable deal for Sanders, who is able to give back to his teammates.

The in-store activation wasn’t limited to Colorado. A similar promotion was launched at University of Texas with both football players and 35 athletes from other sports as well.


“Urban Outfitters is using a top of the funnel approach to promote their overall branding with Gen Z - working with guys like Shedeur to do that,” Postgame Founder Bill Jula said when asked about Urban Outfitters’ investment.


"We’ve now promoted and managed a few in-store activations with Urban Outfitters - each seeing a significant uptick in sales that day at that location We're looking forward to continuing to work with the team at Urban on growing these activations at more locations with more college athletes," concluded Jula.


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