{"id":113,"date":"2026-10-29T21:33:36","date_gmt":"2026-10-29T18:33:36","guid":{"rendered":"https:\/\/wom.beauty\/?p=113"},"modified":"2026-10-29T21:33:36","modified_gmt":"2026-10-29T18:33:36","slug":"butterblu-launches-college-edit-with-d1-athletes-in-sustainable-loungewear","status":"publish","type":"post","link":"https:\/\/wom.beauty\/?p=113","title":{"rendered":"Butterblu Launches College Edit With D1 Athletes in Sustainable Loungewear"},"content":{"rendered":"


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\n\tTo coincide with the launch of Butterblu\u2019s new college edit, the lifestyle brand is tapping a slew of Division I athletes and students from Duke, Florida State, Notre Dame, Boston College and UC Santa Barbara to front its campaign.<\/p>\n

\n\tWith its roster of athletes spanning men\u2019s and women\u2019s tennis, soccer, , field hockey and surfing \u2014 and with more schools being rolled out each week, Butterblu is also creating a 12- to 24-month documentary-style campaign around the athletes\u2019 rise in sports and their day-to-day life to give them the ability to shape products, creative and storytelling along the way.<\/p>\n

\n\tNotable athletes to watch fronting the campaign include tennis player Cooper Williams, women\u2019s soccer\u2019s Avery Oder, and men\u2019s soccer\u2019s \u00dalfur \u201cWolf\u201d Bj\u00f6rnsson, all from Duke; tennis <\/strong>player Azariah Rusher from Florida State; Boston College football\u2019s Luca Lombardo, and Notre Dame women\u2019s soccer\u2019s Chayse Ying, Charlie Codd, Clare Logan and Morgan Roy \u2014 the combined athlete and team reach is about 2 million.<\/p>\n

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\t\t\t\t\tStudent-athletes from Duke.<\/span><\/p>\n<\/figcaption><\/figure>\n<\/div>\n

\n\t\u201cWe went after D1 athletes on purpose,\u201d Michelle Visser, founder of Butterblu, said in an interview. \u201cThey\u2019re hyper-focused on their physical and mental health, held to the highest academic standards and their teams function like families.<\/p>\n

\n\t\u201cWe tested Butterblu with athletes around the country. They\u2019re tough critics, and they loved it. They\u2019re over sweatpants. They want loungewear that\u2019s ultra-soft, organic and good enough to wear through an airport. At that point, it didn\u2019t make sense to only ask their opinion, so we put them in the campaign. It became a true collaboration \u2014 and we learned a lot about how they live and chill.\u201d<\/p>\n

\n\tBeyond being faces of the campaign, Butterblu interviewed them to bring to life the brand\u2019s products, photography and video. With athlete-specific products, capsules and colorways under development, the company is launching loungewear designed for travel and life in between competitions.<\/p>\n

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\t\t\t\t\tStudent-athletes from Notre Dame.<\/span><\/p>\n<\/figcaption><\/figure>\n<\/div>\n

\n\tCapturing unscripted moments of practice, travel, locker-room downtime and moments around competitions, the content will be featured across Butterblu\u2019s website, social, email and paid media alongside retail channels such as Amazon, Target, Macy\u2019s and Nordstrom. The athletes will also share content across their own social media platforms.<\/p>\n

\n\t\u201cThe [athletes] are Gen Z and they inspired the line,\u201d continued Visser. \u201cThis generation holds brands to a higher standard and expects transparency, so involving them from product development through the campaign just felt right. We captured hours of behind-the-scenes video because that\u2019s how they want to see a brand: unfiltered.\u201d<\/p>\n

\n\tWhen it comes to sustainability, Visser said that using GOTS-certified organic materials is \u201cnon-negotiable\u201d for the brand; this is especially relevant for athletes, who are focused on what goes into their bodies, including what they wear.<\/p>\n

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\t\t\t\t\tStudent-athletes from Boston College.<\/span><\/p>\n<\/figcaption><\/figure>\n<\/div>\n

\n\t\u201cConventional cotton is grown with heavy use of synthetic fertilizers and pesticides and we don\u2019t fully know the long-term effects of those residues, or of materials like polyester and plastics, against our skin. So we err on the side of caution.\u201d<\/p>\n

\n\tVisser, who founded Burt\u2019s Bees Baby and Honest Baby Clothing, has been a leader within the organic cotton space and has previously spent a decade working in consumer and retail at the likes of Ralph Lauren, Tiffany & Co. and Pottery Barn Kids.<\/p>\n

\n\tAfter helping build children\u2019s brands and seeing her own kids grow up alongside the brand, Visser said the College Edit was created based on the idea of never outgrowing comfort.<\/p>\n

\n\t\u201cThis is the next generation of world-class athletes. In a few years, they\u2019ll be at the U.S. Open and in the draft, and it\u2019s fun to show them like this first,\u201d concluded Visser.<\/p>\n<\/div>\n


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To coincide with the launch of Butterblu\u2019s new college edit, the lifestyle brand is tapping a slew of Division I athletes and students from Duke, Florida State, Notre Dame, Boston College and…<\/p>\n","protected":false},"author":1,"featured_media":114,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-113","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-latest-stories"],"_links":{"self":[{"href":"https:\/\/wom.beauty\/index.php?rest_route=\/wp\/v2\/posts\/113","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/wom.beauty\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/wom.beauty\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/wom.beauty\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/wom.beauty\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=113"}],"version-history":[{"count":0,"href":"https:\/\/wom.beauty\/index.php?rest_route=\/wp\/v2\/posts\/113\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/wom.beauty\/index.php?rest_route=\/wp\/v2\/media\/114"}],"wp:attachment":[{"href":"https:\/\/wom.beauty\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=113"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/wom.beauty\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=113"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/wom.beauty\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=113"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}