Indiana Hoosiers point guard Gabe Cupps releases 'The Breakfast Club' NIL gear

Indiana Hoosier fans have already taken a huge liking to freshman Gabe Cupps. Throughout the recruiting process, the incoming four-star point guard earned a reputation for his hard work and dedication to putting in extra effort.

That work ethic – which includes 4 a.m. daily workout sessions – immediately resonated with Indiana fans. And now it’s a big part of a new NIL campaign Cupps launched Thursday with the Indiana NIL Store.

Through the NIL deal, Cupps is selling “The Breakfast Club” T-shirts, sweatshirts and hoodies on the Indiana NIL Store’s website.

One set of gear features an Indiana crimson and cream-colored design featuring Cupps in a chef’s hat flying through the air with a mixing bowl and the “Breakfast Club” logo is prominently displayed. The back of the gear includes a mock menu that indicates the Breakfast Club opens early and serves up devotion, selflessness and special deliveries.

Another design is on a white-based gear that includes the logo on the front and Cups’ name and number spelled out through breakfast staples like bacon, waffles, fruit and eggs. The merchandise includes officially licensed logos and marks from the institution, making it even more authentic.

And true to form, Cupps dropped the merch at 4 a.m. on Thursday.

“The Breakfast Club has been a staple in my life since I was 10 years old,” Cupps said. “No conflicts, no distractions, and no excuses. Come get your work in early.”

To make the release of the gear even more authentic, Cupps worked with Molly Pfeiffer, Campus Ink’s Indiana account manager, and art designer Sean Childers for a special photo shoot at a local Waffle House.

Gabe Cupps arrives with big expectations

Gabe Cupps – who finished as the No. 20 point guard recruit in the On3 Industry Ranking – picked Indiana over Ohio State and Stanford. On3 National Recruiting Analyst Jamie Shaw is a big fan.

“Gabe Cupps is a heady point guard,” Shaw said. “He plays with a great pace and understands concepts and execution of exactly what his team is trying to do. Cupps is a smooth jump shooter with deep range. He shoots with good balance and can get to his shot off two dribbles in the mid-range or off the catch. There are athletic and strength questions, especially on the defensive end.

“Cupps knows how to run a team, and by all accounts, people love playing with him.”

To get ready for the physicality of the college game, Cupps has maintained an unwavering work ethic from high school. Since he arrived on campus, he’s been putting in extra time with Clif Marshall, Indiana’s director of athletic performance, as well as recovery sessions with athletic trainer Tim Garl.

“A lot of coaches have told me that I work out too much and stuff like that,” Cupps said. “But I always tell them that my body’s been doing this for 10 or 11 years now straight, so it doesn’t know anything else.”

Cupps has an On3 NIL Valuation of $213,000 – a number that has remained steady over the past 10 weeks. He has a massive Instagram following of 349,000.

Outside of agreements with NIL collectives, social media posts have become the leading activity for athletes. Boasting a large following across Instagram and TikTok, specifically, can make all the difference in compensation.

About the On3 NIL Valuation

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.

About On3 NIL Valuation, Brand Value, Roster Value

While the algorithm includes deal data, it does not act as a tracker of the value of NIL deals athletes have completed to date, nor does it set an athlete’s NIL valuation for their entire career. Furthermore, the On3 NIL Valuation accounts for an athlete’s roster value and brand value. Roster value is the value an athlete has by being a member of his or her team at his or her school, which factors into the role of NIL collectives. Brand value factors in an athlete’s personal brand and the value it could bring to regional and national brands outside of the scope of NIL collectives.