DBGI Bets on Katie Feeney's 14M Fans to Conquer NIL Apparel Market

AUSTIN, TX – April 23, 2026 – In a move signaling a high-stakes pivot towards the booming collegiate sports market, eCommerce and fashion firm DBGI Corp. (NASDAQ:DBGI) has announced an 18-month partnership between its AVO brand and social media sensation Katie Feeney. The collaboration aims to leverage Feeney’s massive 14-million-plus following to dramatically expand AVO’s footprint in the Name, Image, and Likeness (NIL) sector, with the ambitious goal of doubling the more than $17 million the brand has already raised for student-athletes.

This strategic alliance places a significant bet on the power of influencer marketing to navigate the competitive landscape of licensed collegiate apparel, a segment within a global market estimated at over $36 billion. For DBGI, a company navigating its own financial turnaround, the partnership represents more than just a marketing campaign; it's a cornerstone of its future growth strategy.

The Influencer Power Play

At the heart of the deal is Katie Feeney, a creator whose influence extends far beyond a simple follower count. A Penn State University alumna with a degree in digital journalism, Feeney has built a formidable career at the intersection of sports and lifestyle content. Her resume includes roles as a social media correspondent for the NFL's Washington Commanders and, since August 2025, a content creator for ESPN, lending her significant credibility within the sports community.

The partnership will see Feeney create content across AVO’s digital channels, acting not just as an ambassador but as a creative and strategic partner. The collaboration is set to kick off at the Penn State Blue-White weekend from April 24th to 26th, a symbolic choice that grounds the national campaign at the university where Feeney began her career.

“I couldn’t be more excited about partnering with AVO,” Feeney stated in the official announcement. “I love the clothes and everything they stand for! Bringing affordability and quality to students, all while donating a percentage of proceeds to the university's female athlete NIL fund. I can’t think of a better fit!”

DBGI is banking on Feeney’s authentic connection with a young, digitally native audience. In the modern NIL landscape, where engagement often trumps raw numbers, her proven ability to foster a dedicated community is a priceless asset. This move reflects a broader industry trend where brands seek genuine partnerships to cut through the noise of a market projected to exceed $2.5 billion by 2026.

A High-Stakes Wager in a Booming Market

The partnership's financial ambitions are stark. AVO, which pivoted into collegiate licensed loungewear, confirmed in SEC filings that it has raised over $17 million for student-athletes since its launch. Now, the company believes Feeney’s involvement can double that figure within a year. This aggressive target underscores the immense potential DBGI sees in the NIL space.

“As we stated in October of 2025, we are committed to our strategic initiative to aggressively expand AVO’s presence in the Name, Image, and Likeness (“NIL”) college apparel sector,” said Hil Davis, CEO of Digital Brands Group. He emphasized the belief that Feeney's involvement will create “an awareness and reach that will be unmatched by most brands in the collegiate world.”

However, this bold offensive comes at a critical juncture for DBGI. The company has faced significant financial headwinds, including a delisting of its common stock from the Nasdaq exchange in December 2024 for failing to meet listing standards. With its stock now trading on the OTC Pink Market and a history of reported net losses, including a working capital deficit, the move to invest heavily in an influencer-led NIL strategy is a high-risk, high-reward endeavor. The company has been actively working to stabilize its finances, completing a $7.5 million securities offering in February 2025 and paying down debt to strengthen its balance sheet. This partnership is the company's most prominent bet yet on its new strategy focused on top-line growth rather than just financial restructuring.

Beyond the Brand: Empowering Student-Athletes

A key pillar of the collaboration is its stated commitment to supporting student-athletes, with a particular focus on female athletes. This aligns with a growing movement within the NIL ecosystem to create more equitable opportunities across all collegiate sports. While football and men's basketball have historically dominated NIL earnings, women's sports are seeing rapid growth in brand interest and deal value.

Feeney's role extends into philanthropy, as she will help raise awareness and funds for Thon, Penn State's renowned student-run philanthropy that raises millions for childhood cancer. Her involvement adds a layer of social impact that resonates deeply within the university community and enhances the partnership's authenticity.

AVO and Feeney are entering a well-established NIL ecosystem at Penn State. The university boasts a sophisticated infrastructure, including the Happy Valley United collective, which supports over 800 athletes, and the Nittany Lion Exchange platform, designed to connect athletes with business opportunities. By integrating into this existing framework, the AVO partnership can leverage established channels to maximize its impact.

This focus on empowerment and community engagement provides a powerful narrative that elevates the partnership beyond a simple transactional endorsement. It aims to build a brand identity intertwined with the success and well-being of the student-athletes it supports, creating a deeper connection with consumers who value social responsibility. For a new generation of athletes and fans, this alignment of profit and purpose could prove to be the partnership's most valuable asset.