DBG Announces Four Campus Photo Shoots for February, including Two New Universities Launched Under Its NIL Strategic Initiative in the $36.4 Billion Global Licensed Sports Merchandise Market
Rhea-AI Summary
Digital Brands Group (NASDAQ:DBGI) will coordinate four campus photo shoots in February, adding the University of Colorado and Vanderbilt to its NIL strategic initiative and returning to University of Alabama and University of Mississippi.
AVO will feature female student athletes and launch new colors for Mississippi; the company cited a $36.4 billion 2024 global licensed sports merchandise market estimate.
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News Market Reaction
On the day this news was published, DBGI declined 20.88%, reflecting a significant negative market reaction. Argus tracked a peak move of +5.5% during that session. Argus tracked a trough of -25.6% from its starting point during tracking. Our momentum scanner triggered 32 alerts that day, indicating elevated trading interest and price volatility. This price movement removed approximately $14M from the company's valuation, bringing the market cap to $54M at that time.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Market Reality Check
Peers on Argus
Pre-news, DBGI was modestly lower (-0.3%) while key apparel peers showed mixed moves, with some up (e.g., AKA, BRIA, CATO) and others down (e.g., TLYS, DXLG), suggesting stock-specific dynamics rather than a uniform sector move.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Feb 05 | NIL expansion update | Positive | -17.5% | Announced four February campus photo shoots and NIL market opportunity. |
| Dec 29 | Index inclusion | Positive | +2.1% | Added to S&P Total Market Index, boosting visibility and credibility. |
| Dec 22 | AI tools development | Positive | -4.0% | Advanced AI suite for global brand protection and eCommerce partners. |
| Dec 17 | AVO NIL activation | Positive | +6.0% | First AVO activation and playoff capsule launch at Ole Miss. |
| Dec 16 | AI partnership | Positive | +12.7% | Herschel partnership to deploy SECUR3D’s AI AssetSafe platform. |
Positive strategic and partnership news has produced mixed reactions, with both strong gains and sharp declines following upbeat announcements.
Over the past months, DBGI has combined NIL-focused apparel initiatives with AI-driven brand protection and capital markets milestones. News such as inclusion in the S&P Total Market Index, AI partnerships, and AVO NIL activations at the University of Mississippi have alternated between strong positive and negative price reactions. The prior NIL expansion announcement on Feb 05, 2026 led to a -17.54% move, indicating that upbeat NIL news has not consistently translated into favorable trading, a useful backdrop for today’s similar announcement.
Regulatory & Risk Context
An effective S-3 shelf filed on 2025-11-07 allows DBGI to offer up to $100,000,000 of various securities over time. With 0 recorded usage so far and expiration on 2028-11-07, the company has pre-cleared capacity to raise capital via equity, debt, or other securities as detailed in future prospectus supplements, subject to baby shelf limits.
Market Pulse Summary
The stock dropped -20.9% in the session following this news. A negative reaction despite expansion news would fit DBGI’s mixed history, where upbeat NIL and AI announcements sometimes preceded declines. While the company highlighted growth in a $36.4 billion licensed sports merchandise market projected to $49.0 billion by 2030, investors may have focused on execution risk and existing capital-raising capacity under the $100,000,000 shelf, alongside past volatility following seemingly positive strategic updates.
Key Terms
name, image, and likeness regulatory
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AI-generated analysis. Not financial advice.
Austin, Texas, Feb. 09, 2026 (GLOBE NEWSWIRE) -- Digital Brands Group, Inc. (“DBG” or the “Company”) (Ticker: [NASDAQ:DBGI]), a publicly traded company specializing in eCommerce and Fashion today announced that it will coordinate four campus photo shoots in the month of February, including two new universities.
The two new universities include the University of Colorado and Vanderbilt University. Both shoots will highlight student athletes and members of sororities and fraternities. Additionally, we will feature iconic locations on each campus, as well as special appearances.
We will also be returning to two universities where we initially launched our Name, Image, and Likeness (“NIL”) strategic initiative – the University of Alabama and the University of Mississippi. Our women’s apparel brand, AVO, will feature female student athletes from the volleyball team at the University of Alabama, and will be launching “Powder Blue” and “Rebel Red” colors for the University of Mississippi by featuring female student athletes from the softball and volleyball teams.
“We are excited to continue to add more universities to our NIL strategic initiative, which we believe clearly shows the success and traction we are creating for student athletes, students, alumni and universities,” said Hil Davis, the Chief Executive Officer of Digital Brands Group.
Davis continued, “as we stated in October of 2025, we are committed to our strategic initiative to aggressively expand AVO’s presence in the NIL college apparel sector, a segment currently part of the global licensed sports merchandise market, which was estimated by Grand View Research at
About Digital Brands Group
We offer a wide variety of apparel through numerous brands on a both direct-to-consumer and wholesale basis. We have created a business model derived from our founding as a digitally native-first vertical brand. We focus on owning the customer's "closet share" by leveraging their data and purchase history to create personalized targeted content and looks for that specific customer cohort.
Digital Brands Group, Inc. Company Contact
Hil Davis, CEO
Email: invest@digitalbrandsgroup.co
https://ir.digitalbrandsgroup.co
Forward-looking Statements
Certain statements included in this release are "forward-looking statements" within the meaning of the federal securities laws. Forward-looking statements are made based on our expectations and beliefs concerning future events impacting DBG and therefore involve several risks and uncertainties. You can identify these statements by the fact that they use words such as “will,” “anticipate,” “estimate,” “expect,” “should,” and “may” and other words and terms of similar meaning or use of future dates, however, the absence of these words or similar expressions does not mean that a statement is not forward-looking. All statements regarding DBG’s plans, objectives, projections and expectations relating to DBG’s operations or financial performance, and assumptions related thereto are forward-looking statements. We caution that forward-looking statements are not guarantees and that actual results could differ materially from those expressed or implied in the forward-looking statements. DBG undertakes no obligation to publicly update or revise any forward-looking statements, whether as a result of new information, future events or otherwise, except as required by law. Potential risks and uncertainties that could cause the actual results of operations or financial condition of DBG to differ materially from those expressed or implied by forward-looking statements include, but are not limited to: risks arising from the level of consumer demand for apparel and accessories; DBG’s ability to add and retain strategic partners and customers; disruption to DBGs distribution system; the financial strength of DBG’s customers; fluctuations in the price, availability and quality of raw materials and contracted products; disruption and volatility in the global capital and credit markets; DBG’s response to changing fashion trends, evolving consumer preferences and changing patterns of consumer behavior; intense competition from online retailers; manufacturing and product innovation; increasing pressure on margins; DBG’s ability to implement its business strategy; DBG’s ability to grow its wholesale and direct-to-consumer businesses; retail industry changes and challenges; DBG’s and its vendors’ ability to maintain the strength and security of information technology systems; the risk that DBG’s facilities and systems and those of our third-party service providers may be vulnerable to and unable to anticipate or detect data security breaches and data or financial loss; DBG’s ability to properly collect, use, manage and secure consumer and employee data; stability of DBG’s manufacturing facilities and foreign suppliers; continued use by DBG’s suppliers of ethical business practices; DBG’s ability to accurately forecast demand for products; continuity of members of DBG’s management; DBG’s ability to protect trademarks and other intellectual property rights; possible goodwill and other asset impairment; DBG’s ability to execute and integrate acquisitions; changes in tax laws and liabilities; legal, regulatory, political and economic risks; adverse or unexpected weather conditions; DBG's indebtedness and its ability to obtain financing on favorable terms, if needed, could prevent DBG from fulfilling its financial obligations; and climate change and increased focus on sustainability issues. More information on potential factors that could affect DBG’s financial results is included from time to time in DBG’s public reports filed with the SEC, including DBG’s Annual Report on Form 10-K, and Quarterly Reports on Form 10-Q, and Curren Reports on Forms8-K filed or furnished with the U.S. Securities and Exchange Commission.
FAQ
Which universities will Digital Brands Group (DBGI) feature in February 2026 photo shoots?
What will AVO showcase during DBGI's February 2026 campus shoots (DBGI)?
How does DBGI describe the market opportunity for its NIL expansion (DBGI)?
What is the purpose of DBGI's NIL strategic initiative and campus shoots (DBGI)?
Will DBGI return to previously launched NIL universities in February 2026 (DBGI)?
