Oklahoma's General Booty launches underwear collection through NIL deal with Rock 'Em Socks

General Booty continues to leverage his priceless name in endorsement deals.

The third-year Oklahoma quarterback entered an NIL deal with Rock ‘Em Socks, launching an underwear collection with the Orlando-based company. As part of the agreement, Booty is releasing two pairs of underwear and specially designed socks.

In the underwear featured in images, the garment is in Sooner-red with “Booty” capitalized on the back. It is an example of NIL at its best. The underwear and socks are officially licensed with Oklahoma, allowing the products to feature the institution’s trademarks. More and more schools are allowing their athletes to license their marks, as it brings more eyeballs on a brand while authenticating an NIL opportunity.

“Last year General came to our HQ and tried on some of the first pairs of boxers we ever made,” Rock ‘Em senior vice president Steve Rollins said. “He gave us valuable feedback on the fit before he even started to design his own collection.”

Mainly a sock company, the brand has started to spend dollars in the NIL space. It partnered with UCF kicker Colton Boomer last week, releasing a collection of socks that had “Kickin’ bombs and kissin’ your moms” written on them.

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General Booty’s growing NIL stardom

Over the last year, Booty has become an NIL star for a slew of deals playing on his name, image and likeness. After signing with the Oklahoma-focused NIL collective Crimson and Cream, he partnered with the organization to release The General’s Crimson Cream, a body cream produced by the Oklahoma City-based company Prohibition Soap.

He also launched the General Booty Official Shop last August, committing to donating 20 percent of the profits from his custom merchandise to the Oklahoma Children’s Hospital. The website includes gear with some colorful catchphrases like “Booty Call” and “I ♥️ Booty.”

Booty’s father is Abram, a former LSU wide receiver. His uncles Josh and John David played quarterback at LSU and USC, respectively. The 6-foot-2, 190-pound Allen, Texas, native is a Tyler Junior College product. He transferred to Oklahoma in May 2022 after throwing for 3,115 yards and 25 touchdowns to rank second in the NJCAA.

He will back up Dillon Gabriel and Jackson Arnold this fall. The quarterback has built a significant following throughout his college career, with more than 42,000 social media followers. He has a $116,000 On3 NIL Valuation, which ranks in the top 650 of the college football NIL rankings.

The On3 NIL Valuation is the industry’s leading index that sets the standard market NIL value for high school and college athletes. A proprietary algorithm, the On3 NIL Valuation calculates an athlete’s NIL value using dynamic data points targeting three primary categories: performance, influence and exposure.

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