Bijan Robinson is running back for the Texas Longhorns and projected 1st-round draft pick for the NFL. Although it is what he’s best known for at present, Robinson is not just an athlete. Due to recent NCAA rules allowing student athletes to enter NIL (Name, Image and Likeness) partnerships, Robinson has established himself as not only an influencer, but a full fledged businessman. He has partnered with brands including Lamborghini, Rhoback, and Raising Cane’s. Perhaps most notably, he also partnered with creative agency CALLEN to create a brand of his own, Bijan Mustardson. The gourmet dijon mustard brand launched in August 2022 and since then has sold out from stores and become a viral sensation. Although the most notable part of this relationship is not the success of the product, but the fact that Robinson is an equity shareholder in the company rather than a paid endorser. This NIL partnership is paving the way for college athletes and will help to shape the future of NIL deals and athlete ownership.
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