Michigan QB Bryce Underwood Partners with Postgame on Hollister Design Collaboration

University of Michigan quarterback Bryce Underwood stars in a standout NIL campaign with Hollister Co., bringing his Wolverine pride to life through a custom design collaboration. As part of Hollister’s collegiate collection, Underwood played a hands-on role in designing Michigan-branded merchandise that officially launched alongside the campaign.

The collection also featured five additional elite college football athletes: Colin Simmons (Texas), Julian Humphrey (Texas A&M), DJ Lagway (Florida), Tommy Castellanos (Florida State), and Carnell Tate (Ohio State), creating a cross-conference lineup of rising stars.

Adding an extra layer of excitement, the campaign leaned into college football’s most heated matchups by pairing rival schools during their respective rivalry weeks. The result was an electric, head-to-head style promotion that brought the collegiate merch to life at the height of the season.

This wasn’t Underwood’s first collaboration with Postgame and Hollister. On signing day, he partnered with the brand to reveal his college commitment by wearing Michigan Hollister gear, making this co-design project a full-circle moment. Now, instead of simply representing the brand, Underwood helped shape it by creating Wolverine gear of his own.

As the driving force behind the partnership, Postgame led every phase of execution from athlete contracting and talent recruitment to creative direction and a coordinated social media rollout. By leveraging its national network, Postgame transformed a complex, multi-school concept into a cohesive, high-impact campaign.