South Atlanta News

To understand Bijan Robinson's brand, one must know the person, the player, and the philanthropist. They all coexist to create the Atlanta Falcons running back.

"Having the Bijan brand," Robinson said, "is something that I really take seriously."

The concept of a brand nowadays is rather abstract. It has grown beyond companies and their marketing to include individuals and their platforms. The term can be used to describe Nike, Apple, and Google but also Michael Jordan, Derek Jeter, and Tom Brady.

Something that remains consistent with the notion: not everything nor everyone becomes a household name.

Robinson is cracking into that echelon with one priority in mind.

"I want them to say, 'Man, this is a good dude,'" Robinson said. "Everything else in his life is everything else. But first and foremost, he's a really good guy to everybody."

Robinson's brand took off three years ago when the NIL period commenced during his collegiate career at the University of Texas. It then grew when Robinson went No. 8 overall in the 2023 NFL Draft to the Falcons. And it will surely set Robinson up for a future after football.

Through all phases of his life, Robinson has remained true to himself. His brand has benefited as a reflection of his character. An expert would be Capture Sports and Entertainment president Chellee Siewert, who manages the marketing of many top athletes.

"The brand was made because of who he is," Siewert said. "Not the other way around."

The day before No. 25 Texas was set to host No. 1 Alabama, Robinson gifted all his teammates a custom-made pair of Beats Studio headphones. They were burnt orange, matching the Longhorns' home uniform for that Week 2 showdown, and came with a personalized message emphasizing 2022 would be Texas' year.

Beats Studio headphones cost at least $150 apiece — easily. There were more than 100 players rostered at the time.

Texas running backs coach Tashard Choice also received a pair. He wasn't surprised by Robinson's grand gesture. In fact, it tracked for the then-junior who drove a Lamborghini because he saw it as a recruiting tool for Texas.

"He created his brand the minute he came in here: how he acts, how he treats people, how he moves," Choice said. "People want to attach themselves because of who he is."

The NIL era began officially on July 1, 2021. Within a month, Robinson signed his first deal with Raising Cane's before his sophomore year ended with ten partnerships on his resume including Cameo and Lamborghini Austin.

When Robinson signed that first NIL deal after just one season impacted by COVID-19 pandemic businesses believed in his potential enough to partner with him based on freshman performance alone (703 yards rushing six touchdowns).

In May 2022 when Lamborghini partnership happened Kevin Washington noted “I think cameras would have found him either way because success personality.”

His final season earned him Doak Walker Award marking outstanding college running back plus multiple records within Texas’ history books; however never acted boastful or loud adapting well under pressure while remaining confident not cocky “You can be superstar great person” said Choice about example set by young athlete whose values stayed intact despite growing fame through successful career culminating Falcons drafting him eighth overall pick NFL draft ensuring continued relevance post-football days ahead thanks strong foundation built early days university combined ongoing philanthropy efforts seen $300k donation planned housing neighborhood aiding homelessness Austin community further cementing legacy both field off intentionality behind each collaboration making no-brainer decision corporations seeking partnership echoed Tony Turnquist creative director Capture Sports Entertainment highlighting special interactions fans stakeholders alike aligning shared goals principles central ethos guiding entire journey so far showcasing promising potential future endeavors awaiting realization

Before signing rookie contract Falcons financial foresight evident Cleyrissa aunt manager contacting Siewert discuss foundation timing surprised request even more noteworthy considering preemptive approach setting aside personal funds charitable causes rare among peers preferring endorsement event-driven giving instead reflecting genuine commitment impacting lives positively foundational mission faith homelessness youth central themes June NFLPA reported substantial contribution towards affordable housing project part broader vision fostering supportive communities addressing chronic homelessness actively participating initiatives like TankProof swimming lessons food distribution delivering backpacks students surprising youth sports teams largest donations exemplifying hands-on involvement echoed sentiments authenticity dedication making tangible differences wherever possible ensuring lasting impact beyond athletic achievements

Three unmarked jars sit front awaiting taste-test face franchise new mustard flavors classic honey spicy joining staple Dijon grocery stores nationwide providing feedback serious matter direct influence product quality success reinforcing integral role shaping personal professional ventures equally noteworthy Mustardson launched August concrete branding moment capitalizing playful pun generating widespread appeal quickly transcending novelty establishing reputable business model driven collaborative effort involving experienced partners committed excellence fresh locally produced Eau Claire Wisconsin family-run operation maintaining high standards distribution expansive reaching states online availability complemented diverse merchandise range further amplifying reach engagement opportunities extending educational support student-athletes across disciplines ambitious plans expanding scope continuous evolution dynamic adaptable venture long-term viability underpinned strong ethical foundation aligned core values shared vision collective enthusiasm founders partners participants alike illustrating transformative power effective branding coupled unwavering integrity perseverance young age perspective invaluable reminder importance enjoying present embracing challenges confidently navigating uncertainties inevitable transitions future holds promising outlook supported solid groundwork laid early stages journey reflecting inspiring story perseverance ambition dedication resilience authenticity

Bijan Mustardson’s inception coincided collegiate career seamlessly transitioning professional sphere anticipated enduring legacy transcending playing days testament innovative spirit collaborative synergy entrepreneurial acumen underpinning sustained growth remarkable achievements relatively short span four years encapsulating essence modern athlete-brand paradigm uniquely exemplified trailblazing individual whose contributions resonate broadly extending far beyond immediate sphere influence setting benchmark aspiring emulate navigate complex evolving landscape contemporary sports entertainment industry successfully balancing multifaceted roles maintaining grounded approach guided unwavering principles firmly rooted genuine desire positively impact lives around forging path unprecedented scope depth meaningfully engaging diverse audiences fostering lasting connections through authentic purposeful endeavors ultimately defining enduring legacy poised continue flourishing future chapters unfold remarkable journey encapsulated inspirational narrative blending passion purpose seamlessly intertwining personal professional dimensions creating compelling blueprint aspiring emulate inspire generations come