The lifestyle brand has expanded into loungewear apparel and is tapping students from Duke, Florida State, Notre Dame, Boston College and U.C. Santa Barbara.

To coincide with the launch of Butterblu’s 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.

With its roster of athletes spanning men’s and women’s tennis, soccer, football, field hockey and surfing — and with more schools being rolled out each week, Butterblu is also creating a 12- to 24-month documentary-style campaign around the athletes’ rise in sports and their day-to-day life to give them the ability to shape products, creative and storytelling along the way.

Notable athletes to watch fronting the campaign include tennis player Cooper Williams, women’s soccer’s Avery Oder, and men’s soccer’s Úlfur “Wolf” Björnsson, all from Duke; tennis player Azariah Rusher from Florida State; Boston College football’s Luca Lombardo, and Notre Dame women’s soccer’s Chayse Ying, Charlie Codd, Clare Logan and Morgan Roy — the combined athlete and team reach is about 2 million.

“We went after D1 athletes on purpose,” Michelle Visser, founder of Butterblu, said in an interview. “They’re hyper-focused on their physical and mental health, held to the highest academic standards and their teams function like families.

“We tested Butterblu with athletes around the country. They’re tough critics, and they loved it. They’re over sweatpants. They want loungewear that’s ultra-soft, organic and good enough to wear through an airport.

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