Wolverine Digest

Michigan QB Bryce Underwood inks new NIL deal that involves biggest rival

The Wolverine QB has teamed up with a big brand for a new 'rivalry collection'
Seth Berry|
Michigan quarterback Bryce Underwood (19) runs against Michigan State defensive lineman Derrick Simmons (98) during the second half at Spartan Stadium in East Lansing on Saturday, October 25, 2025.
Michigan quarterback Bryce Underwood (19) runs against Michigan State defensive lineman Derrick Simmons (98) during the second half at Spartan Stadium in East Lansing on Saturday, October 25, 2025. | Junfu Han / USA TODAY NETWORK via Imagn Images

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Michigan Wolverines

College football rivalry games are only weeks away, and as a result, Hollister, the nationally recognized clothing brand, has launched its "rivals collection."

Star players from six schools, including Michigan freshman QB Bryce Underwood, have inked NIL deals with the clothing brand to help model the collection, according to an article from On3. The other players who joined are Florida QB quarterback DJ Lagway, Florida State QB Tommy Castellanos, Ohio State receiver Carnell Tate, Texas EDGE Colin Simmons and Texas A&M cornerback Julian Humphrey.

Each athlete, according to the article, worked with Hollister designers to create their own product, using the signature Feel Good Fleece. They picked the colors, silhouette, fit and graphics, among other elements. In addition, each group of rivals participated in a combined photo shoot and will appear in marketing activations to promote the campaign.

Underwood initially signed with Hollister in December of 2024, less than a month after announcing his commitment to the Wolverines. He's now part of the latest Hollister campaign and participated in a photo shoot with Carnell Tate, according to the On3 report.

"I love Hollister man,” Underwood said in a statement. “They got the best cooling tees and Michigan gear. We (Tate and I) were vibing on set just having a good time.”

Underwood, according to On3, has an NIL valuation of $3 million. This year, along with the deal with Hollister for its rivals collection, Underwood has signed deals with Celsius and Beats by Dre.

It wouldn't be a huge surprise if more opportunities for NIL deals popped up in the future for the Michigan quarterback given his popularity and the face he will be representing the Wolverines on the national stage for at least the next couple of seasons.

Bryce Underwood
Michigan quarterback Bryce Underwood (19) looks to pass against Purdue during the first half at Michigan Stadium in Ann Arbor on Saturday, November 1, 2025. | Junfu Han / USA TODAY NETWORK via Imagn Images

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Seth Berry
SETH BERRY

Seth began writing on Michigan athletics in 2015 and has remained in the U-M media space ever since, which includes stops at Maize N Brew and Rivals before coming onto Michigan On SI in June of 2025. Seth has covered various angles of Michigan football and basketball, including recruiting, overall team coverage and feature/analysis stories relating to the Wolverines. His passion for Michigan sports and desire to tell stories led him to the sports journalism world. He is a 2020 graduate of Western Michigan University and is the former sports editor of the Western Herald, WMU's student newspaper.

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