Florida Freshman Quarterback DJ Lagway Quickly Builds NIL Profile
Gatorade National Player of the Year launches official merchandise line, signs multi-year exclusive with Leaf
During his first few months in Gainesville, Florida freshman quarterback DJ Lagway has quickly turned heads on the field while he has strategically started to build his NIL portfolio off of it. The 2023 Gatorade National Player of the Year was unable to engage in NIL opportunities as a prolific high school player in Texas - due to state law - but has hit the ground running as an early-enrollee with the Gators.
Ahead of Florida's annual Orange & Blue game over the weekend - in which Lagway shined, going 12 for 21 for 173 yards and two touchdowns - he announced a collaboration with lifestyle company OTSS (Only the Strong Survive) to launch his own apparel collection via the OPEN Superapp. A major move that comes just weeks after arriving on campus, this launch follows Lagway's recent partnership extension with Leaf Trading Cards, now a multi-year exclusive deal with the brand.
While Lagway's first collection - designed by Florida-based designer Akra Vision - doesn't officially launch until May, he hosted a Gainesville-based pop-up at Alma Mater Custom Apparel over the weekend, giving fans an early look while tapping into the excitement of the Gator's Spring Game, the first chance to see him on the field in action.
“It has always been a personal dream of mine to launch my lifestyle brand, and I was blessed with the opportunity to partner with OTSS and OPEN,” Lagway said. “I’m excited to share my story through this kind of creative medium, reflecting on my faith, family, and football. I can't wait for everyone to see what we've created together and to be able to connect with my fans and showcase my personality.”
The strategy and execution behind Lagway's personal brand - in just a few short months - has been led by The Network Advisory (TNA) Founder and CEO Justin J. Giangrande, a former Gator himself, who counts Lagway's teammates Shemar James and Tank Hawkins plus Boise State quarterback Malachi Nelson, Arkansas high jumper/hurdler Rachel Glenn, Virginia Tech quarterback Davi Belfort, USC beach volleyball's Nourse Twins and NFL legend Michael Vick, among TNA clients.
“After years of working with many professional athletes, I've ventured into the NIL management space for opportunities exactly like this one with DJ," shared Giangrande. "It's exciting to have the chance to develop DJ's brand and entrepreneurial platform at this early stage, especially with fans recognizing his immense potential which was on full display on Saturday.”
Despite throwing for 4,604 yards and 58 touchdown passes as a senior at Willis (Texas) High School - leading his team to a 12-1 record, their first district title since 2002 and a trip to the 6A-Division II regional final - Lagway could not engage in NIL opportunities due to Texas state law. He enrolled at Florida in January and has hit the ground running with Giangrande, as seen by his collaborations with Leaf and OTSS.
“We have been very thoughtful and strategic with DJ's brand development timeline as football needs to come first," Giangrande added. "However it's exciting to have an opportunity at such a young age to build his enterprise value. I think about it all of the time about what it would have looked like if Tom Brady or Tim Tebow had the opportunity to build their business at the age of 18. We will certainly be deliberate but we have an incredible opportunity to build something special and unique with DJ and his family. Especially with having the support of the amazing Florida fan base.”
And while Lagway and Giangrande are just getting started - with plenty of new partnership opportunities on the horizon as the freshman gets closer to his regular season debut - football is first and foremost as he has a chance to be the top true-freshman in the country next season.
Lagway will continue to compete for the QB1 job with returning starter Graham Mertz but the excitement around his potential stardom will only continue to grow after his Spring Game performance.
"I think we're going to look back and we're going to say that it's one of the best things that happened to the University of Florida is Graham Mertz came back for another year while DJ Lagway was a true freshman," Gator's head coach Billy Napier said after the game. "It's going to benefit both guys. I think there's something to teaching. I think that's the best way to learn. I think both guys are just good human beings, right, and I think they've got character. Yeah, so it's been fun to watch. Fun to be a part of."
Lagway and the Gators kick off the season - looking to rebound from their 5-7 record a year ago - on August 31 at home against interstate rival, Miami.
