Digital Brands Group, Inc. (NASDAQ:DBGI) announced today, October 6 2025, the launch of a strategic initiative to expand its presence in the Name, Image, and Likeness (NIL) college apparel sector. The company entered into an exclusive three‑year private‑label manufacturing agreement with Yea Alabama, the official NIL program of the University of Alabama. Under the deal, DBGI will design, manufacture, and distribute collegiate apparel exclusively through the university’s bookstores and Yea Alabama’s online storefront, with the initial product line and a September capsule already available to customers.
The announcement marks DBGI’s first foray into the NIL market, which was valued at $36.4 billion in 2024 and is projected to reach $49.0 billion by 2030. The partnership offers a direct‑to‑consumer, data‑driven model that delivers lower‑priced apparel than traditional offerings, provides equity alignment for the university right holders, and supports female student athletes—an area the company has identified as a key growth opportunity. By leveraging its domestic manufacturing capabilities, DBGI can deliver faster, trend‑responsive collections and capture a share of a rapidly expanding market segment.
DBGI plans to release new capsule collections in October, November, and December 2025 and is in discussions to replicate the Yea Alabama structure with additional universities. Each new partnership would mirror the private‑label manufacturing advantage, equity alignment, and data‑driven approach outlined in the Alabama agreement, positioning DBGI to scale its NIL presence and generate new revenue streams in line with its broader growth strategy.
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