UCLA HC DeShaun Foster on culture fits in recruiting, building NIL operation

UCLA’s DeShaun Foster is entering his first season as head coach in Westwood after spending seven seasons as the Bruins’ running backs coach.

An alum of UCLA, Foster played for the Blue and Gold from 1998 through 2001 before spending six years in the NFL with the Carolina Panthers and San Francisco 49ers.

After taking over for Chip Kelly — who left to be Ohio State’s offensive coordinator — Foster is focused on building a strong culture for the future.

“Just mostly trying to get guys that I truly feel are Bruins,” Foster told On3’s Steve Wiltfong about his roster plan on Wednesday at Big Ten media days. “I went here, I played here, so I think I know exactly what type of players we need. I’m just trying to stick with my guns and go from there.”

Foster said he and his staff have criteria for each position group based on things both on and off the field.

“It’s with my other coaches, really. We have our criteria that we set for each position — our position parameters,” Foster said. “And then, the academics are also a component of that. It’s a tough thing, it’s not easy. But make sure that we find guys that really love football — because that’s how you prevent the portal is if you have guys that can be coached and can deal with some sort of adversity.”

After finishing No. 69 in the 2024 class, UCLA’s 2025 recruiting class is off to a much better start. The Bruins currently rank No. 38 in the On3 Industry Team Recruiting Rankings.

Foster said that a major key for his staff is keeping Los Angeles kids home in LA.

Building an NIL operation

NIL also has a significant impact on UCLA’s program, and Foster is working to continue to build up the operation.

“That’s huge, too. Right now, I’m just building up the NIL as high as we can get it to go,” Foster said. “It’s been going in a great direction and I’m excited for it.”

Foster’s status as an alum in addition to early returns on the practice field have both had an impact on NIL donations.

“I think me being who I am, like you said, helped out a lot, too. Then them seeing the type of program and seeing how the guys are playing and practicing — that helped also,” Foster said.

Although UCLA was picked to finish 15th in the cleveland.com Big Ten media poll, Foster thinks that progress is being made toward the Bruins getting to play in Lucas Oil Stadium for a Big Ten championship.

“I think as long as we play the type of ball that I know that we can play, and we be consistent and stay injury-free, the sky’s the limit,” Foster said. “But you know, it’s football. a lot of things happen on Saturdays and Friday nights. Just as long as we’re putting our best foot forward, I’m excited.”