Shop GLD, the jewelry powerhouse already sported by NFL icons like Micah Parsons, Tyreek Hill, Breece Hall, and Chase Brown, just took its first swing at college football—and they didn’t hold back. The brand announced its first wave of college football NIL athletes, bringing on Garrett Nussmeier (LSU), Bryce Underwood (Michigan), and Dylan Raiola (Nebraska).

It’s a bold step that proves how college football players with NIL deals are no longer just endorsing performance brands. They’re stepping into lifestyle and culture, with GLD chains making their way from the pro ranks to the next generation of stars.

Why They Chose Them

According to the Out2Win intelligence platform, all three quarterbacks bring measurable impact that goes beyond Saturday’s scoreboard.

• Garrett Nussmeier — With an Out2Win Score of 90, Nussmeier ranks as the 7th most marketable player in all of college football. He’s built a social following of more than 350,000, and his 27.47% Instagram engagement rate is almost unheard of at this scale. Already linked to Raising Cane’s, EA Sports, Mercedes-Benz of Baton Rouge, T-Mobile, New Era Cap, and Cheez-It, Nussmeier comes into this deal with one of the strongest NIL portfolios in the country.

• Bryce Underwood — The Michigan freshman already has a 93 Out2Win Score, positioning him as one of the most valuable young quarterbacks in the sport. His 313,000 total followers, including 254,000+ on Instagram, back it up, as does a near 10% engagement rate. With previous deals with Beats by Dre, EA Sports, and Celsius, Underwood is a ready-made brand partner—and a perfect face for GLD’s college expansion.

• Dylan Raiola — Nebraska’s signal-caller is bringing consistency and upside. With an Out2Win Score of 74 and a following of 164,400, Raiola’s content commands a 10.44% engagement rate. But where he really shines is in sponsored campaigns, where his engagement jumps to 22.8%—proof that his audience doesn’t just watch, they respond. His existing partnerships with Adidas and FNBO show he’s already got credibility in the NIL space.

What This Means for NIL

For Shop GLD, this launch is about more than just adding a new revenue stream—it’s about cultural crossover. College athletes are now stepping into the same lifestyle categories once reserved for professionals, blending performance with personality.

The brand’s Instagram announcement made it clear: these quarterbacks aren’t just faces of college programs, they’re influencers in fashion and culture. And for GLD, that crossover is the future.

This deal highlights the impact of name image and likeness on college athletics, where athletes are being positioned as style leaders as much as playmakers. The partnership also emphasizes how brands are increasingly interested in measurable metrics—like Out2Win Scores, engagement rates, and content performance—when selecting ambassadors.

The Takeaway

By choosing Nussmeier, Underwood, and Raiola, Shop GLD isn’t just investing in three athletes—it’s investing in a generation of college football stars who double as cultural figures. With NIL opening the door, brands are realizing that athlete brand partnerships don’t just sell products—they set trends, move culture, and build long-term brand equity.