Florida Gators sophomore quarterback DJ Lagway isn’t just making headlines on the field—he’s rewriting the rules of college athletics’ Name, Image, and Likeness landscape. In a groundbreaking move, Lagway signed an NIL deal with Jordan Brand in August 2025, making him the first collegiate athlete signed to the brand.
This historic partnership represents far more than just another endorsement deal. It signals the arrival of a new era where college quarterbacks can command the same type of premium brand partnerships traditionally reserved for NFL superstars.
A Historic Partnership
As Jordan Brand’s first NIL quarterback, Lagway joins the ranks of NFL stars like Jalen Hurts and Dak Prescott on the brand’s roster. The significance of this cannot be understated—Jordan Brand, one of the most prestigious athletic brands in the world, chose a college player to break new ground in their NIL strategy.
Jordan Brand praised Lagway’s addition, stating: “DJ’s rise is fueled by talent, grit, and a mindset built for greatness.” The brand’s investment in a college athlete of this caliber signals their belief that the NIL era has fundamentally changed the landscape of athlete marketing.
The timing couldn’t be more perfect. Florida’s athletic department already has a partnership with Jordan Brand that began in the 2018-19 season, making Lagway a natural fit for the brand’s expansion into college athlete endorsements.
Building an Empire: Lagway’s Impressive NIL Portfolio
The Jordan Brand deal is just the crown jewel in what has become one of college football’s most impressive NIL portfolios. Lagway’s NIL valuation stands at $3.7 million according to On3, ranking him No. 7 in the On3 NIL 100—a remarkable achievement for a sophomore quarterback.
But what truly sets Lagway apart is the diversity and quality of his brand partnerships. His portfolio includes major deals with Jordan Brand, Beats by Dre, Chipotle, T-Mobile, Nintendo, and Gatorade, creating a comprehensive brand ecosystem that would make many professional athletes envious.
Just this week, Lagway announced a new NIL deal with Red Bull, further expanding his already impressive roster of partnerships. Each deal represents not just financial value, but strategic positioning across different market segments—from athletic apparel and technology to food and beverages.
Local Impact and Community Engagement
While national brands dominate Lagway’s portfolio, he hasn’t forgotten his local roots in Gainesville. DJ’s Cast Iron Burgers, a food truck located off West Newberry Road in Gainesville, features The Lagway Burger, and Lagway has a NIL deal with Lamborghini Orlando.
These local partnerships demonstrate Lagway’s understanding that NIL success isn’t just about landing the biggest national brands—it’s about building a comprehensive personal brand that resonates at every level.
Lagway also has an equity partnership with NIL Launchpoint, a mobile and web platform designed to connect college athletes with brands for NIL deals, showing his commitment to helping other athletes navigate the complex NIL landscape.
Gaming and Entertainment Ventures
Lagway’s NIL portfolio extends beyond traditional endorsements to include deals with Nintendo and Epic Games, as well as Leaf Trading Cards. He was also featured on the cover of the College Football 26 video game, cementing his status as one of college football’s most marketable stars.
These gaming partnerships are particularly savvy, tapping into the massive Gen Z audience that forms the core of college football’s fanbase. By aligning himself with gaming brands, Lagway positions himself at the intersection of sports and entertainment culture.
Giving Back: The Lagway Foundation
Beyond building his brand, Lagway is using his platform for good. He launched the Lagway Foundation in partnership with UF Health earlier this year, demonstrating that he understands the responsibility that comes with his elevated profile.
This philanthropic work adds another dimension to his brand—showing potential partners that he’s not just a talented athlete, but a mature young man committed to making a positive impact in his community.
What Makes Lagway’s NIL Success Different?
Several factors distinguish Lagway’s NIL approach from other top college athletes:
Strategic Diversity: Rather than focusing solely on athletic brands, Lagway has built a portfolio spanning multiple industries, creating multiple revenue streams and expanding his market reach.
Quality Over Quantity: Each partnership represents a premium brand in its category—from Jordan Brand to Red Bull to Lamborghini. These aren’t just any deals; they’re partnerships with industry leaders.
Local and National Balance: While securing major national brands, Lagway maintains strong local ties that keep him connected to the Gainesville community and Florida fanbase.
Forward-Thinking Partnerships: His equity stake in NIL Launchpoint and gaming industry partnerships show he’s thinking beyond immediate financial gains to long-term brand building.
The Recruiting Advantage
Lagway’s deal with Red Bull is a significant recruiting pitch the Gators can sell to future prospects. When high school quarterbacks see that the starting QB at Florida has partnerships with Jordan Brand, Red Bull, Gatorade, and other premium brands, it sends a powerful message about what’s possible in Gainesville.
This is the new reality of college football recruiting—NIL success becomes self-reinforcing. The more successful a player’s NIL portfolio, the more attractive the program becomes to future recruits, which in turn attracts more brand interest.
A Template for Future College Athletes
DJ Lagway’s NIL success provides a blueprint for how college athletes can maximize their earning potential in the new era of college sports:
- Start Early: Build your brand before you’re the starter
- Think Strategically: Choose partners that align with your personal brand
- Diversify: Don’t rely on a single category of partnerships
- Stay Authentic: Maintain local connections alongside national deals
- Give Back: Use your platform for positive community impact
- Think Long-Term: Make partnerships that build lasting value
Looking Ahead
As Lagway continues his sophomore season with the Gators, his on-field performance will undoubtedly impact his NIL value. But what he’s already accomplished off the field is remarkable—becoming Jordan Brand’s first college quarterback represents a milestone moment not just for Lagway, but for college athletics as a whole.
The NIL landscape is still evolving, but athletes like DJ Lagway are showing us what’s possible when talent, marketability, and strategic thinking converge. He’s not just playing quarterback for Florida—he’s quarterbacking his own business empire, one historic deal at a time.
For other college athletes watching Lagway’s success, the message is clear: in the NIL era, your ceiling is only limited by your ambition, performance, and ability to build a brand that resonates beyond the field. DJ Lagway is proving that when you do it right, the sky truly is the limit.