DJ Lagway Latest Addition to Jordan Brand’s High-Profile NIL Roster

Last Updated on August 29, 2025

Florida quarterback DJ Lagway announced today his new NIL partnership with Jordan Brand on the eve of the Gators’ 2025 season opener. It’s more than just a big moment for the sophomore QB, it’s the latest sign that Jordan Brand is strategically planting its Jumpman logo at the center of college athletics’ most valuable real estate: high-profile athletes in football and basketball.

Jordan Brand’s NIL Game Plan

Jordan Brand isn’t new to college sports. The Jumpman has long been stitched across the uniforms of schools like Florida, Michigan, North Carolina, and Oklahoma. But the NIL era has given the company a new playbook as it moves from outfitting entire programs to signing individual athletes whose personal brands can amplify Jordan’s reach.

Lagway, who is entering his second year in Gainesville, fits that model perfectly. He went 6-1 as a starter last season with nearly 2,000 passing yards and 12 touchdowns. His rising profile at a Jordan school makes him an ideal face for the brand heading into a season where he’s expected to lead the Gators on the field.

Jordan Brand’s Strategy

Jordan Brand’s growing NIL roster show’s the company’s strategy:

• Individual NIL deals allow Jordan to connect with fans in a more personal way than traditional team sponsorships.
• Star power across high-profile sports helps reinforce Jumpman’s relevance with Gen Z athletes and consumers, who increasingly follow individual stars over teams.
• Athletes like Lagway are already competing in Jordan uniforms, giving the brand consistent exposure across multiple touchpoints.

Jordan Brand’s NIL Roster

Jordan Brand has been carefully building its high school and college athlete portfolio since NIL began:

• Kiki Rice (UCLA Basketball) – Jordan Brand’s first NIL athlete, the five-star recruit made history in 2022 when she became the brand’s trailblazer in the NIL era.
• Bronny James (formerly USC Basketball) – One of the most high-profile NIL signing in the country, the son of LeBron brought enormous attention to Jumpman when he inked his deal.
• Mikey Williams (formerly Memphis Basketball) – One of the earliest high school athletes to sign with Jordan, giving the brand a foothold with younger fans.
• Dajuan Harris Jr. (formerly Kansas Basketball) – A national champion point guard who represents the steady, winning pedigree Jordan wants associated with its logo.
• DJ Lagway (UF Football) – With Lagway, Jordan now has a quarterback at a partner school to anchor its football presence, further diversifying its roster.

With NIL only getting bigger, expect the Jordan Brand to continue to pick its partners carefully, choosing athletes who combine on-field performance with strong personal brands. Lagway is just the latest example of how the Jumpman is staying competitive in the evolving college sports marketplace.