Ryan Williams reflects on navigating NIL during freshman year at Alabama, modeling for Hollister

Feb. 9 is Ryan Williams’ 18th birthday.

The Alabama star is coming off a huge debut season in Tuscaloosa, finishing as the Crimson Tide’s top receiver. He did so at 17 years old – a reminder fans across college football heard many a time as he turned in highlight after highlight.

Williams knew he’d be younger than most players in college football when he reclassified to the Class of 2024 and signed with Alabama, but he didn’t know just how many times his age would come up. He loves it as much as the fans do, though.

“When I reclassified, I didn’t even think about it,” Williams told On3 while promoting his NIL deal with Hollister. “I knew I was going to be one of the youngest in college, but it doesn’t matter. I’m gonna show on the football field. It doesn’t matter. … Whenever it really got [first] broadcasted, I was like, ‘It’s got a nice ring to it.’

“I just find it funny. I just enjoyed it this year because next year, it won’t be the same thing. It’s fun.”

Williams was impressive during his freshman year, leading Alabama with 865 yards and eight touchdowns as Jalen Milroe’s top target. That allowed him to thrive in the NIL space as one of the bright young stars in the sport, and his On3 NIL Valuation surged to $2.3 million.

Hollister presented full-circle NIL deal for Ryan Williams

Last month, Williams was among a star-studded group to sign an NIL deal with Hollister. As part of the agreement, he became a model as the company launched its Hollister Athletic Department athleisure line last week. He, alongside Southern Utah basketball player Hercy Miller, are the faces of the campaign as Hollister evolves its NIL strategy.

But the opportunity with Hollister proved to be a full-circle moment for Williams. His mom worked there while she was pregnant with him. As the deal came together, he kept it a secret from her.

That is, until he went to California and the line officially launched. He then made sure to surprise her with the news.

“Before I went and flew out to Cali, I didn’t tell her what I was doing out there,” Williams said. “Whatever it was, I wanted to surprise her because I knew it has something to do with Hollister. I get back from the trip, and I sent her a couple little pictures, and she was like, ‘What are you doing? Where are you at?’ I was like, just having fun. … Then, whenever it dropped this past Friday, I sent her the link and FaceTimed her immediately because I had to get the reaction.

“So I FaceTimed her, and she was like, ‘What did you just send me?’ I was like, ‘I think Hollister just dropped some new clothes. Can you get me, like, a hoodie or something in the men’s section?’ So she goes to it and taps men’s … and it was the best moment ever. Just to see my mom so proud and happy, it was a full-circle moment. I was happy that we’re able to do that in the NIL space.”

Williams ‘attacks interests’ with NIL deals

With a $2.3 million On3 NIL Valuation, Ryan Williams is one of the biggest names in college football. That figure puts him at No. 14 in the college football NIL rankings and No. 18 in the On3 NIL 100, the first of its kind and defacto NIL ranking of the top 100 high school and college athletes ranked by their On3 NIL Valuation.

There’s a theme with Williams’ portfolio of NIL deals, though. He inked a partnership with Uber Eats, which reflects his love for food. His agreement with Hollister, in turn, goes with his love for clothes.

Williams’ mentality is similar to a famous Deion Sanders line: “If you look good, you feel good. If you feel good, you play good.” But when he’s not getting ready for a game, he likes to be comfortable, and that’s how he approaches NIL. He wants to be comfortable with the brands he works with, as well.

“I love clothes,” Williams said. “But specifically, I love being comfortable. Like, love, love, love, love, love being comfortable. The famous Deion quote – look good, play good. … That’s kind of how I am in football terms. But off the field, I just want to be comfortable. I just want to look good and truly feel good. I know some of my friends that wear very tight jeans – I don’t understand why. Because I know your legs can’t breathe. I love my sweat pants.

“That’s been my whole thing. Just making sure, if I am going to do something, it’s something that I’m going to be able to truly live with and be comfortable in. Not just in the clothing, but be comfortable with. I’m a part of that, or my name is tagged to that.”

Ryan Williams ready to ‘lead this team’ in Year 2

Williams’ freshman season was one to remember. His 865 receiving yards ranked second among freshmen only to Jeremiah Smith as he quickly became a focal point of the offense. Being able to learn from veterans such as Malachi Moore and Jalen Milroe also helped him learn how to handle life in the SEC.

But those upperclassmen are now moving on to the next stage of their football lives. That means Williams will take what he learned and become a leader at Alabama in 2025.

He’ll also be a year older.

“Throughout Year 1, it was just such a blessing to learn from the guys – all the older guys,” Williams said. “I had the opportunity to play with guys like Malachi Moore, Jalen Milroe. If it wasn’t for him being able to stay his fifth year, I would’ve never played with him. Just to learn from true veteran guys, season guys, it was just a blessing. Even if I would have not reclassified, I wouldn’t have been able to play with him. It’s really been a learning experience. From everything that I’ve learned from them now, I really know what to do with it and how I’ll be able to lead this team with a couple more guys.

“I’m not 17 anymore. I went through an entire season in the SEC. I feel like my experience will help out the entire team. Just excited to see what the future holds.”

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