Sam Law is a freshman studying Apparel Merchandising at Indiana University but has not taken the traditional track in his education.

The student-entrepreneur began his career path before college. During the summer leading into his senior year, the Bloomington native found a passion for styling athletes after making his first athlete connection.

On Instagram, Law saw IU Basketball player Xavier Johnson trying to sell a pair of shoes and Law took a chance to reach out to him via DM for a first-time opportunity.

“I sell things, I can help you sell those Jordans,” said Law. “So, I helped him sell those. [Johnson then said] “Can you get clothes and stuff? And I said yeah.”

After the relationship grew, Johnson put Law in a group chat with his teammates at the time —Tamar Bates, Jordan Geronimo, and Race Thompson –to help Law’s business connections grow.

His connections then began “snowballing” into numerous collaborations with IU athletes that also turned into Big Ten clients. Former IU football and basketball players connected with Law for his latest clothes. AJ Barner was one of them who helped Law expand his success outside Indiana.

Law elevated the athletes’ style and personal brand by supplying them with outfits from high-quality brands like Fear God Essentials and Palm Angels.

“He finds everything that you need and he will get it to you for a good price,” said IU football player Robbie Harrison.“Sam is a great salesman at what he does, and I can tell his passion for what he does also.”

NIL and Social Media Impact:

Law also believes NIL and social media have helped both his and the athletes careers.

“I don’t think I would have anything if it wasn’t for NIL,” said Law. “That’s the biggest factor when it comes to [my career].”

NIL benefitted Law and former IU basketball player Jalen Hood-Schifino. Law said the relationship with Schfino was the closest he has had since starting his business. He also said Schifino met Law’s father and regularly invited them to sit and watch the IU basketball games in Shifino’s seats.

After Schifino’s success on the court as IU’s breakout freshman, he became one of the four Adidas-signed athletes for NIL collaborations that year.

His collaboration with the basketball star helped Law gain exposure from Schifino’s posts and stories.The high-profile posts led to IU representatives for Adidas connecting with Law to attend Adidas representative events.

The senior missed his final days in high school traveling with IU Adidas Ambassador to Texas. He helped the Adidas representative at the girls basketball tournament to get to know him and the company better.

This relationship progressed into 2024 when Law recently signed with the Adidas Ambassador Program to be a Social Media Influencer.

“That is on a more personal level, I don’t sell Adidas to them,” said Law. “It’s a very separate thing.”

Professional Experience

In 2024, Law’s experience grew by taking a risk and making another connection with the former IU Football player Cam Jones, now on the Kansas City Chiefs.

“I never met him,” said Law. “I had enough mutual followers where I saw him post his tunnel fits and saw he was into fashion…so I DM’ed him and gave him the elevator pitch we practice in class.”

He messaged the football player and said he was a freshman at Indiana University and had styled numerous teammates of Jones and asked him a question that said, “let me do this for you,” and Jones said “okay.”

The connection quickly led to frequent Facetimes with the NFL rookie. Law showed him his latest selection of clothing he had to offer.

“He knows I’m a freshman,” said Law. “He’s very aware of how he’s helping me…[Cam] does a lot to help get my name out there.”

After the 2024 NFL playoffs, Law knew Jones needed a fashionable outfit for the Super Bowl in February.

This led to another bold message from the freshman.

“Let’s get you your Super Bowl outfit,” said Law. 

Soon after, Jones replied “alright” and the two got to work.

Law gathered pieces from the brand Minimal quickly to get Jones his outfit in time for his tunnel fit.

Future Goals:

The freshman has big goals he wants to achieve in the next three years at IU. Having good connections with athletes at IU and other schools has allowed Law to continue to grow in his career path.

His advice to younger students is to live by the motto that the worst thing that can happen is someone says no. He said it is scary any time he approaches someone new in hopes they will want to work with him. He said, but he does it anyway because the risk has gotten him many opportunities by putting himself out there.

He also said that treating the athletes like real people and having genuine relationships is very important to Law.

In the future, Law hopes to create his own clothing brand by collaborating with his fashion designer roommate.

“I don’t sew, but I would hire people like him to collaborate with,” said Law.

He also hopes to continue his passion for creating relationships and building a name for himself in his styling.