There’s Never Been A College Football Star Like Travis Hunter

…charged with keeping the team’s drivers looking sharp throughout the season. With Lewis Hamilton leaving Mercedes at the end of the season, the new hire will have some big shoes to fill. The team has already reportedly agreed a landmark deal with Adidas ahead of next season, which would give it access to the brand's all-star roster of fashion partners too.

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Deion Sanders’ first year at Colorado was one of high highs and low lows. After a hot start that saw the Buffs become the biggest story in college football, they ended the season with a whimper, failing to reach a bowl game.

But this year, things are different. While the grandiose vibes are still there, the Buffs are backing up their tough talk on the field. They are talking their sh–, and they have earned it. None more so than Heisman favorite Travis Hunter, who is currently one of the top wide receivers and top cornerbacks in the country.

While it’s tough to outshine Shedeur Sanders, Hunter is an equally, if not more compelling than his teammate. A two-way sensation, a collegiate Shohei Ohtani, he’s also one of the most likable players you’ll meet, and getting media bumps from the likes of creator Kai Cenat.

@cfbonfox

Travis Hunter and Kai Cenat are having a blast making up these celebrations 🤣 #cfbonfox #travishunter #colorado #spiderman

The world (and the sponsors) have taken notice. He was the first college athlete to sign with personal finance website NerdWallet, joining JuJu Watkins on the brand’s NIL roster. He’s also had partnerships with United Airlines, Celsius, and American Eagle. His NIL valuation is currently estimated at $3.4 million, third in all of college sports.

Colorado is bowl eligible for the first time since 2020, meaning that Hunter and company will get the chance to show out in the postseason. Last year, Coach Prime was the star of the show. This year, it’s Hunter leading the charge, and might make history as a Heisman winner in a wild college football season.  

At the top of the sports merch game, there is Fanatics. If you’re looking to buy the jersey of your favorite player on an American sports franchise, chances are you’re going through Fanatics in some capacity. But while there is one name at the top, the future of sports merch is very bright, and it’s being led by the little guy.

Upstart Hype and Vice is a good example of the trend—making waves designing sports apparel designed for women first. After starting off with college gear, the brand has grown into deals with the NBA and MLS, and the founders earned a spot on Forbes 30 Under 30 list. Not bad for a company under 10 years old.

The women’s merch market is a revenue stream that has been historically undervalued by the biggest players. The opportunity has been well-documented, but the right approach is still very much up in the air as the relationship between fashion and sports is rapidly changing. Smaller brands are doing research to reach women, and with the high fashion that has been brought to the WNBA through its breakout season this year, there is a ton of opportunity for brands who invest in making quality women’s apparel.

But women’s merch is far from the only underserved space in the sporting world. Golf, college sports, and soccer have all seen entrants into the market big and small in recent years, from Malbon Golf to Homefield Apparel to Classic Football Shirts.

Know an up-and-coming sports merch brand that needs to be on our radar? Let us know! We’re always looking to refresh the closet.