Paul Feenbaum believes that the NCAA model is collapsing after the new NIL rules are formulated. (1:47)

Believed to be the first of its kind, the official Michigan track and field retail store The M Den announced on Saturday that it will work with Wolverines football players to make custom jerseys with the player’s name and number printed on the back. .

In the past, retailers were prohibited from selling college jerseys bearing the name of the current player. But with the recent passing of Name, Image and Portrait (NIL) laws and regulations, The M Den is now allowed to sell jerseys as customized products.

"At this moment, our only permission is to do this through our custom jersey program," said Scott Hirth, president and co-owner of M Den. "We can print the names and numbers of any of the other 10 billion people on the planet, except for the current players two weeks ago. So, the only thing that changes is that we can now add 10 billion people to the planet, 130 people in the team. Players. We don’t have the ability to make 1,000 players for Player X as an inventory plan. This doesn’t mean we can’t do this next Tuesday, but now, that’s what we can do.”

Currently, the university does not allow the direct sale of officially authorized products with player names and numbers. However, the custom jersey option is a loophole in the rules that universities are happy to adapt to. Customers can visit the site, click on the drop-down menu that lists available locations and player names, and then create a custom jersey for Michigan football players.

M Den collaborated with former Michigan football player Jared Wangler, who founded a NIL agency Valiant Management group to help sign contracts with players. Wang Le was on the team from 2014 to 2018, and he still knows most of the players on the list. He said that at this time, about 60 Michigan football players signed up and more.

"We have a relationship with Scott Hirth of The M Den, and I have put this on his radar for four or five months," Wangler said. "This is the first deal we want to make for these people. I met all the players there last week and signed a contract for them to double check and help everyone sign. We are trying to maximize Michigan and Make it the school of choice for NIL."

The transaction will pay each player the same amount of each jersey sold, and will pay each player quarterly. If a player is more popular and sells more jerseys than another player, he will make more money, but every player has the opportunity to get the same number of jerseys.

"The regulations in this area have been in place for two weeks and they are changing every day. As I said, as long as you are eligible at the University of Michigan, we will pay you for the right to put your name and number on the jersey," He Said. "Now, our contract with each player is for their qualification period in Michigan."

As of now, this is an exclusive partnership between The M Den and Michigan student athletes. They cannot profit from the sale of any other jerseys that are not Nike’s custom football jersey products.

The rules are changing, and they vary from state to state, from school to school. For example, the state of Georgia has issued regulations for its athletes that do not allow student athletes to use any school trademarks or Power G logos. The University of Michigan still has similar rules technically, but it relaxes those rules by allowing The M Den to create custom jerseys.