So interesting......one of my wife's swimmers signed a deal with particular company to wear their gear (which she did in Tokyo), but her college team wears a different brand. I do know you have to wear the team brand in competition. The same company threatened to fine my son's school if he wore another company's suit in his conference champs meet, so he had to switch the suit he had been wearing for years (and the new suit was much different and not comfortable at all).

It will be interesting to see how these individual deals will conflict with school deals. I'm pretty sure the schools themselves cannot pass money through to the athletes