UNC’s Deja Kelly Becomes First College Athlete to Sign Deal With Tommy Hilfiger

University of North Carolina women’s basketball senior guard Deja Kelly is making her mark in the fashion and apparel industry through her name, image, and likeness. Kelly made history earlier this week, becoming the first college athlete to become a NIL ambassador with the renowned American Clothing brand Tommy Hilfiger.

While the brand launched in 1985, its prominence grew in the 1990s due to celebrities and entertainers wearing pieces, transforming it into one of the most recognized clothing companies in the world. Kelly will model the latest Hilfiger releases throughout the NCAA Tournament and will appear in different company campaigns.

Kelly’s partnership extends beyond the Hilfiger brand from a fashion perspective. The brand will also get involved with the college star’s DK25 EmPOWERment camp, which supports young female athletes, and her podcast NILosophy, which showcases conversations regarding NIL among college athletes. The dynamics of this partnership underscore the brand’s commitment to a lasting collaboration that transcends Kelly’s basketball prowess. Furthermore, it highlights Kelly’s success in fortifying her brand through NIL.

“Deja Kelly is a force in college basketball and already taking the sports world by storm,” Tommy Hilfiger said. “Deja’s drive and optimism make her a standout presence on the court and give me a great hope for the future.”

Kelly has fully leveraged her NIL opportunities while at UNC. In addition to her recent collaboration, Kelly has signed with prominent apparel brands, including Actively Black, Forever 21, and Crocs. Kelly has also collaborated with the UNC NIL store, offering Tar Heel fans a glitter graphic T-shirt. Despite participating in Senior Day, Kelly still has the option to return to UNC for the 2024-25 season.