What Happened: The collaboration between Dr. Squatch and Devin Miller had an unusual start:

• Marshall University’s Miller was approached by a marketing agency, MarketPryce, after he scored a go-ahead touchdown against Notre Dame last fall. They helped him create a selfie video pitching his dream brand partnership: Dr. Squatch.

• As part of their social listening, the Dr. Squatch team picked up on Miller’s social plea and signed him to a campaign.

• Following this, Dr. Squatch partnered with Miller on a bigger and better activation to pay it forward to other students. They now gift all eligible new signees at Marshall their first paid NIL (name, image, likeness) deal on National Signing day.

Why It Works: In Miller, Dr. Squatch found not just another influencer but a true fan. And by partnering with the college athlete, they were able to penetrate the collegiate space and potentially expand their partnership with all of Marshall’s new signees. 

This also had a social impact component, benefitting the amateur athletes getting their first NIL offer — a campaign is always stronger when there’s a greater purpose or way to create opportunities for everyone involved.

The partnership also points to the power of social listening: Magic happens when you make social listening a priority and take action on the conversations happening around your brand.

Note: Evolving regulation means the NIL landscape comes with just as many potential risks as rewards. Follow all guidance as laid out by the NCAA regarding third-party involvement in NIL deals, state laws (if applicable), institutional policies; and team policies.