A Southwest Michigan teen business owner is among the first in the state to capitalize on a recent rule change allowing high school athletes to profit from their name, image, and likeness (NIL).

Zoey Heyn, a high school senior and owner of Zo’s Mini Donuts in St. Joseph, is announcing she’s signed eight local student-athletes to NIL endorsement agreements following the Michigan High School Athletic Association’s decision to permit such deals starting Jan. 28.

Heyn said the move aligns with the youth-focused foundation of her business.

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

The athletes, selected with assistance from local high school basketball promotion platform Michiana Hoops, will serve as brand ambassadors for the mini donut shop. Those signed 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 partnerships reflect a 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, Heyn said this positions her business at the forefront of local NIL activity involving high school athletes.

Zo’s Mini Donuts is a youth-owned business specializing in made-to-order mini donuts and has developed a following in the St. Joseph area for its fresh-made treats and community-focused atmosphere.