College football star Bijan Robinson, the University of Texas running back and Heisman Trophy hopeful, teamed up with with Austin agency Callen and local chef Joe Gentempo to launch his own specialty Dijon mustard – Bijan Mustardson.
The student athlete’s own brand condiment product is being promoted through the 2022/3 college football season via an integrated, digital-first campaign based around the player and the tagline that it tastes ‘like a touchdown in your mouth!’.
Finally, your favorite Dijon mustard made by a football running back now has merch! It’s the same great quality you’ve come to expect from Bijan Mustardson, but instead of edible Dijon mustard, these are inedible t-shirts, inedible hats, inedible koozies, and inedible stickers. pic.twitter.com/bTXMFrMXv6
— Bijan Mustardson (@bijanmustardson) September 7, 2022
Win all the MUSTARDGOODS https://t.co/GJJeiYr9sz pic.twitter.com/x97mUr2n8U
— Bijan Mustardson (@bijanmustardson) September 26, 2022
Win all the MUSTARDGOODS https://t.co/GJJeiYr9sz pic.twitter.com/x97mUr2n8U
— Bijan Mustardson (@bijanmustardson) September 26, 2022
Comment
This own-brand initiative adds to Robinson’s existing endorsement partnerships with C4 Energy and Lamborghini.
It certainly offers a fresh take on the recently introduced NCAA name, image and likeness (NIL) rules and shows how are they have evolved since they were introduced a couple of years ago.
Whether the mustard actually itself tastes like a “touchdown in your mouth”… we’ll leave judgement on that claim to you.
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