Wolverine Assembles Team of Trades Workers and Athletes to Form the "Blue-Collar Crew"

Rhea-AI Summary

Wolverine, the 141-year-old boot and clothing company, has expanded its NIL partnership with University of Michigan football players to include skilled trades professionals, forming the 'Blue-Collar Crew'. This campaign aims to highlight that being blue-collar is a mindset, not just a line of work. The roster includes eight Michigan football athletes and four trades professionals, along with three Michigan high school students pursuing trades education.

Alongside this initiative, Wolverine has launched the 'Maize and Blue-Collar Collection', a -edition line of University of Michigan branded gear. A portion of sales will benefit Champions Circle, the university's NIL collective. The collection includes hooded canvas and flannel shirt-jacs, a moc toe work boot, and a commemorative 1000 Mile Boot.

Positive

• Renewed and expanded NIL partnership with University of Michigan football players
• Launch of new 'Maize and Blue-Collar Collection' of branded gear
• Portion of sales from the new collection benefits Champions Circle, the University of Michigan's NIL collective

Negative

• None.

Building upon its partnership with University of Michigan football players, the leading boot brand has expanded its roster to include skilled trades professionals

ROCKFORD, Mich., Sept. 5, 2024 /PRNewswire/ -- Wolverine®, the 141-year-old boot and clothing company, has renewed its NIL relationship with University of Michigan football players, while expanding its 2024 talent roster to include trades professionals across industries and career stages. Relating the blue-collar philosophy of the reigning National Championship college football program to the work ethic practiced by those in hands-on, skilled trades professions, the campaign aims to reinforce that blue collar isn't a line of work, but rather, it's a mindset, and one to be lauded.

"The trades workers that keep our country moving day after day deserve to be in the spotlight as much as the collegiate athletes we cheer on every weekend," said Scott Schoessel, Wolverine Boots' Chief Marketing Officer. "As a society, we celebrate the grit and toughness of college football stars getting the job done on the grid iron, but we often overlook those practicing that same work ethic and grind in their professions. Our goal is to show that being blue collar is badass, no matter your trade."

Michigan football athletes featured in Wolverine's "Blue-Collar Crew" include Donovan Edwards, Mason Graham, Max Bredeson, Colston Loveland, Will Johnson, Alex Orji, Benjamin Hall, and Blake Frazier, all chosen for blue-collar qualities they exhibit as athletes and competitors. In addition to the eight football athletes, Wolverine has signed traveling welder Saray Hernandez, foreman electrician Stephen Madrosen, woodworker Leah Houghtaling, and water tower welder Miggie Milan. Rounding out the roster are three Michigan high school students pursuing education in the trades: Duncan Ruby of Clarkston, Grace Colone of Brighton, and Carter Worm of Ahmeek.

The introduction of Wolverine's Blue-Collar Crew comes alongside the launch of a new collection of game day-ready boots and apparel. Deemed the "Maize and Blue-Collar Collection," the limited-edition University of Michigan branded gear benefits hardworking student-athletes, as a portion of sales will benefit Champions Circle®, the University of Michigan's leading NIL collective. The collection includes:

• Wolverine x University of Michigan Overman Hooded Canvas Shirt-Jac
• Wolverine x University of Michigan Bucksaw Hooded Flannel Shirt-Jac
• Wolverine x University of Michigan Floorhand Moc Toe Work Boot
• Wolverine x University of Michigan Team #144 Commemorative 1000 Mile Boot

To learn more about Wolverine's Blue-Collar Crew and shop the limited-edition collection of University of Michigan boots and apparel, visit Wolverine.com/bluecollar.

ABOUT WOLVERINE
Wolverine, the 141-year-old boot and clothing company, is on a mission to honor the spirit and tenacity of the American worker and build the next generation of skilled trades people. Taking pride in crafting durable boots with unrivaled craftsmanship and the highest quality materials, Wolverine is dedicated to serving hardworking people all over the world. Through Project Bootstrap, Wolverine has contributed over $2 million to organizations in support of the skilled trades. For more information, visit www.wolverine.com. Wolverine is a division of Wolverine World Wide, Inc. (NYSE: WWW)

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SOURCE Wolverine

FAQ

What is Wolverine's 'Blue-Collar Crew' and who does it include?

Wolverine's 'Blue-Collar Crew' is a team of University of Michigan football players and skilled trades professionals. It includes eight football athletes, four trades workers, and three Michigan high school students pursuing trades education.

What new products has Wolverine (WWW) launched with the University of Michigan?

Wolverine has launched the 'Maize and Blue-Collar Collection', which includes University of Michigan branded hooded canvas and flannel shirt-jacs, a moc toe work boot, and a commemorative 1000 Mile Boot.

How does Wolverine's (WWW) new collection benefit University of Michigan athletes?

A portion of sales from Wolverine's 'Maize and Blue-Collar Collection' will benefit Champions Circle, the University of Michigan's leading NIL collective, supporting student-athletes.