As the most intense rivalry weekends of college football approach, Hollister has unveiled a new Rivalry Collection and tapped six standout athletes to co-design and represent the line. Through athlete brand partnerships and focused activations, the apparel brand is bridging sports and lifestyle in a fresh and engaging way.

Collaborators from Across the Big Games

Hollister’s Rivalry Collection unites six standout athletes representing some of the fiercest matchups in college football, Texas versus Texas A&M, Michigan versus Ohio State, and Florida State versus Florida.

Colin Simmons from Texas brings an Out2Win Score of 89, backed by 180.5 k followers and a 25.81 % engagement rate on Instagram. His blend of on-field explosiveness and online charisma made him a natural choice for the campaign. On the other side of that rivalry, Texas A&M’s Julian Humphrey stands tall with an Out2Win Score of 86 and 845 k total followers, engaging 20.47 % of his audience through consistent, high-energy content.

Ohio State receiver Carnell Tate holds an Out2Win Score of 73 and 115 k followers, connecting with fans through an impressive 22.97 % engagement rate as his national spotlight continues to rise. Facing him in the Big Ten clash, Michigan quarterback Bryce Underwood, with an Out2Win Score of 92 and 320 k followers, blends production on the field with polish off it.

Representing Florida State, quarterback Thomas Castellanos has 115.7 k followers and an engagement rate of 10.36 % on TikTok, adding personality and energy to the Seminoles’ side of the rivalry. Across the state, Florida’s DJ Lagway rounds out the roster with 114 k followers and a growing brand presence that mirrors his steady play under center.

Together, the six athletes showcase how Hollister’s Rivalry Collection merges competition, creativity, and cultural relevance, turning classic matchups into moments of style and storytelling.

What This Says About NIL and Brand Strategy

This collection illustrates how college football players with NIL deals are becoming central to brand storytelling that goes beyond sponsoring gear—they are designing, participating, and amplifying. Hollister’s choice to build around actual rivalry matchups gives each athlete authentic context and taps into passionate fan bases. With athletes from top programs and large followings, the brand is maximizing visibility while keeping relevance high.

For the athletes, this goes far beyond exposure. Their involvement in design, campaign narrative and marketing activations positions them not just as endorsers but as collaborators. That kind of alignment strengthens the value of partnerships in football, and reinforces that NIL today is as much about cultural voice as it is about athletic performance.

Looking Ahead

As rivalry week nears, expect to see drop-launches, social content from the athletes and elevated brand activations that feature these six players in new ways. For Hollister, this is not just another apparel line—it is a demonstration of how athlete-first collaborations can drive seasonal hype, fan engagement and direct connection. For the athletes, it is a platform to expand their personal brands, influence and long-term positioning in the NIL space.