In the world of college athletics, being a student-athlete is often more than just showing up for practice and performing on game day. For some at Howard University, it now also involves creating content, managing a personal brand and navigating opportunities through Name, Image and Likeness (NIL) deals.
Players like Kedrick Green and Jon Winston are two examples of modern athletes succeeding both on and off the field.
For Green, a junior sports management major and defensive back, social media and content creation started as a way to engage with fans and build the team’s brand.
“As a student-athlete, we’re always encouraged to show our faces on camera and connect with the community,” he said. “Our media team really pushes us to be creative and interactive, which helped me feel comfortable putting myself out there.”
The opportunities that come with social media, including NIL deals, have changed the way Green approaches his personal brand.
“It’s about showing up as your best self,” he explained. “I try to be someone brands can trust, someone who can engage a crowd and represent the team well.”
Green’s proudest experience as a student-athlete influencer came with the football team’s first collective NIL deal: a partnership with Clear Eye View Sunglasses.
Acting as spokesperson for the team, Green helped develop the campaign, worked with the company on the design of the glasses and appeared in promotional videos and photos.
“Being involved from start to finish was an incredible experience,” he said. “It wasn’t just good for me personally, it was great for the team as a whole.”
For Winston, a freshman finance major and midfielder, content creation is rooted in inspiration and giving back. His mother encouraged him to use his voice, while soccer content creators like Matt Sheldon, known for sharing training drills, helped shape his approach.
“I wanted to give back to the community,” Winston said. “I share drills, workouts and day-in-the-life content for younger athletes who want to improve and follow the sport.”
Soccer has also shaped the type of content Winston produces. Every post, from training routines to behind-the-scenes glimpses of college life, revolves around the sport.
But managing school, athletics and content creation is no easy task.
“It’s busy,” Winston admitted. “I train in the mornings, focus on academics during the day and create content in between classes. Academics come first, soccer second and content creation third. Time management is everything.”
Both athletes agree that social media is more than just a tool for branding or monetization; it’s a way to connect with fans and build opportunities for the future.
“Social media is the future,” Winston said. “It’s a great way for student-athletes to make money just by being themselves. Every athlete should leverage their platforms for NIL and to engage with the community that supports them.”
Green emphasized the importance of authenticity when choosing which partnerships to pursue.
“If a deal aligns with what you believe in and is something you can genuinely represent, it’s the right fit,” he said. “You can kind of tell when something feels right, and it feels right when it matches your values and your brand.”
For Howard’s student-athletes, the line between sports, school and personal branding is increasingly blurred, but Green and Winston show it’s possible to excel in all three.
Their experiences highlight the evolving landscape of college athletics, where social media, content creation and NIL deals are no longer side projects; they’re integral parts of an athlete’s journey.
Copy edited by Daryl R. Thomas Jr.
