Teen Entrepreneur Zoey Heyn Signs Local High School Athletes to NIL Deals

Zo's Mini Donuts becomes one of the first businesses in Michigan to capitalize on new rules allowing high school athletes to profit from their name, image, and likeness.

Published on Feb. 11, 2026

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Zoey Heyn, a high school senior and owner of Zo's Mini Donuts in St. Joseph, Michigan, has signed eight local student-athletes to NIL (name, image, and likeness) endorsement agreements following a recent rule change by the Michigan High School Athletic Association. The athletes will serve as brand ambassadors for the youth-focused mini donut shop.

Why it matters

This deal represents a significant shift in Michigan's high school sports landscape, where student-athletes can now pursue endorsement opportunities while remaining compliant with MHSAA regulations. By moving quickly after the rule change, Zo's Mini Donuts is positioning itself at the forefront of local NIL activity involving high school athletes.

The details

Heyn selected the eight athletes, with assistance from local high school basketball promotion platform Michiana Hoops, to serve as brand ambassadors for Zo's Mini Donuts. The athletes include Brayden Holok and Sydney Thomas of Lakeshore High School; Brayden Favors of Niles High School; Kesean Hobbs and Zameir Clayton of Benton Harbor High School; Mackenna Price of Brandywine High School; Brady Belasco of Berrien Springs High School; and Lainie Dorows of St. Joseph High School.

  • The Michigan High School Athletic Association (MHSAA) decision to permit NIL deals for high school athletes went into effect on January 28, 2026.

The players

Zoey Heyn

A high school senior and owner of Zo's Mini Donuts in St. Joseph, Michigan.

Zo's Mini Donuts

A youth-owned business specializing in made-to-order mini donuts that has developed a following in the St. Joseph area for its fresh-made treats and community-focused atmosphere.

Michiana Hoops

A local high school basketball promotion platform that assisted Zoey Heyn in selecting the eight athletes to serve as brand ambassadors for Zo's Mini Donuts.

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What they’re saying

“Zo's was built on the spirit of young entrepreneurship. Being able to share that spirit with other students who work just as hard in their respective sports is a dream come true.”

— Zoey Heyn, Owner, Zo's Mini Donuts (wsjm.com)

What’s next

The eight student-athletes signed to NIL deals with Zo's Mini Donuts will begin serving as brand ambassadors for the business, promoting the shop's fresh-made mini donuts and community-focused atmosphere.

The takeaway

This deal highlights the new opportunities available to high school athletes in Michigan to profit from their name, image, and likeness, and showcases how local businesses like Zo's Mini Donuts are embracing these changes to support young entrepreneurs and athletes in their community.