HEYDUDE Hits a Home Run with Latest NIL Campaign

A look at HEYDUDE's strategic partnership with college baseball stars during the ACC Championship

May 26, 2024; Charlotte, NC, USA; Duke Blue Devils infielder Ben Miller (34) in the second inning against the Florida State Seminoles during the ACC Baseball Tournament at Truist Field. Mandatory Credit: Scott Kinser-USA TODAY Sports / Scott Kinser-USA TODAY Sports

As college baseball heats up, HEYDUDE is sliding into the spotlight, partnering with Postgame to promote its Collegiate Shoe Collection at a critical time - the eve of the 2024 ACC Conference Championship. The brand enlisted 20 standout players from Duke, Miami, and North Carolina to spotlight its newly expanded shoe line as these teams aim for the College World Series in Omaha.

Initially released in fall 2023 with selections from prominent schools like Florida and Alabama, HEYDUDE broadened its range in February 2024 to include additional powerhouse programs like Duke, Kentucky, and Miami. This expansion allows the brand to engage deeply with passionate sports fan bases during major collegiate events.

In this NIL initiative, Postgame enhanced the promotional efforts by providing professional videographers, ensuring the campaign captured the essence of team spirit and the athletes' dedication. The content, shared by the players on social media, generated significant buzz ahead of the championship.

“The HEYDUDE Collegiate Shoe are essential for anyone who values comfort and style," Duke’s All-ACC third baseman Ben Miller said. "They honor my school spirit and are a key part of my daily routine.”

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A post shared by Ben Miller (@benwashmiller)

The campaign peaked with Duke's victory at the conference tournament, enhancing the visibility of the players and the HEYDUDE brand on social media. This successful collaboration resulted in increased brand exposure and supported the athletes in gaining recognition.

HEYDUDE is capitalizing on the recent changes in NIL policies by using the popularity of college athletes to elevate its brand presence. This strategy involves more than just traditional advertising; it integrates the brand into the lifestyle and successes of popular athletes, making HEYDUDE shoes synonymous with the athletes sports achievements.

Bill Jula, Co-Founder of Postgame, commented on the strategy’s effectiveness. "We're thrilled to continue supporting HEYDUDE in these NIL collaborations. Timing these campaigns around significant sports events, like the ACC Championship, maximizes their impact, bringing heightened visibility to both the athletes and the brand."

By tapping into the excitement surrounding college athletics and athletes, HEYDUDE not only promotes its products but also creates memorable moments that resonate with fans and consumers alike, proving that thoughtful marketing can significantly amplify a brand’s reach and more so, its relevance.