0-2 Brand is Changing the NIL game for small businesses.

Small brands and NIL

Small brands are slowly but surely dominating the NIL space. In 2021, when the NCAA approved Name, Image, and Likeness rights, most people looked towards dominant corporations and top headlines. Fans saw top-dollar agreements and assumed the space would be dominated by million-dollar businesses. 

What people overlooked, however, was the quiet shift happening behind the big brands. Small brands began leaning into relationship building, authenticity and storytelling. One particular brand that highlights those key aspects is  0-2 Brand. 0-2 Brand was “built for the fighters, dreamers and doers,” says Founder and CEO Rudy Rivera. Rather than focusing on stats and performance, 0-2 chose to look at work ethic, dedication and character. 

0-2 Brand 

0-2 Brand was founded in March 2025, and was made to be a mindset. The brand's mission statement states, “Born from baseball and built for life, every hoodie, tee, and cap carries a reminder: Stay Locked In. “Down But Never Out” isn’t just a slogan—it’s the mentality that built this brand and every legend who wears it.” Rivera says, “You might be down, but you’re never out. 0-2 has a double meaning in baseball, the batter can be down in the count and the pitcher is ahead and vice versa, it’s up to the individual on how they want to interpret the message.” 

After one conversation with the founder, there was an immediate recognition of his passion for the message behind the brand. Although the brand is rooted in baseball, its message speaks to any athlete who has felt doubt start to creep in. “Stay Locked In,” and “Down but Never Out" are two phrases the brand emphasizes, reinforcing that mindset and encouraging athletes to tune out distractions and block out the noise. 

0-2 Brand and NIL

0-2 Brand is still emerging, yet it has already connected with audiences. Through constant social media posts, local buzz, and support from friends and family, the brand is immersing itself into the NIL market. University of South Florida baseball player Jacob Green, who recently made the number 1 play on SportsCenter , partnered with 0-2 Brand. Founder Rudy Rivera sent over merchandise, and in exchange, Green wore the "Stay Locked In" T-shirt in two Instagram reels, which were posted on his main Instagram account. Both reels combined gained over 100,000 views. Both reels (reel 1& reel 2) featured Green and his teammates swinging away in the batting cages. 

 Through Green representing the brand on his own social platform, he was able to secure representation with Wechsler Sports Entertainment, an NIL agency that will further expand his media presence. Although there was no financial exchange, both Green and 0-2 Brand gained significant value from the collaboration. Both were able to benefit through a partnership built on support.  

This is what makes NIL truly powerful. The genuine connections athletes build with brands, the meaningful support brands offer, and the mutual respect that flows through these partnerships. It’s this realness and authenticity that keep NIL strong.

References:

0‑2 Brand™. (n.d.). 0‑2 Brand™ official store | Stay Locked In. Retrieved February 25, 2026, from https://0-2brand.com/?srsltid=AfmBOopgjJJn2GKOA9BxwDCJqhDEvng836rKXnBcz0xrY5_vpV3bQFib 

https://www.instagram.com/p/DU8gDMBgHhm/?img_index=1&igsh=amQxdmhhcmExYXNm

https://www.instagram.com/reel/DUCIZmZkZPd/?igsh=eHN2eG41dm1kZHh2 

https://www.instagram.com/reel/DS3Wvbckakw/?igsh=cnlnNDgxZnRqMmh1