Heels4Life - North Carolina Tar Heels Collective

Founded in February 2022 by former North Carolina linebacker Shakeel Rashad, Heels4Life is designed to “showcase Tar Heels football players and create revenue opportunities.” Fans will donate to become Heels4Life members. Players will receive compensation for delivering exclusive content and experiences to members. All money raised by the company will go back to the players, the collective says. “Fans want to support the football players and learn more about the players, and we're trying to do something that accomplishes both, and in doing so maximizes their NIL opportunities,” Rashad said. “We’re working with compliance to make sure we're doing this all the right way. Obviously, this is new territory for everyone and so I spend a lot of time with people in compliance to make sure that what we're doing fits school policy, NCAA policy and the state of North Carolina's Executive Order, too.”