From Memes to Dreams: Dieunerst Collin
A viral moment turned into a major sponsorship deal for this New jersey kid.
Dieunerst Collin’s journey from an inner-city kid in East Orange, NJ to a viral sensation cashing in on major sponsorship from Popeyes is a testament to the opportunities now available for athletes.
We all know how it started. It was a decade ago that the then 9-year-old was in line waiting for a family pack of chicken, biscuits, and fries at the fast-food chain in Irvington, NJ. A random guy started filming Collin and compared him to Lil TerRio, a kid who was popular on social media for his dance moves at the time.
Collin, clutching a cup of Popeyes lemonade, side-eyed the man awkwardly pointing a camera at him. The random person filmed the encounter and uploaded it to Vine (RIP); the clip quickly went viral and is now commonly used as an expression of discomfort or confusion in online culture.
Growing up in a low-income household, Collin never imagined that he would one day be able to make a living playing the sport he loved. Thanks to the recent changes in NCAA rules regarding name, image, and likeness (NIL) deals, Collin is now able to monetize his talent and gain valuable exposure while still maintaining his eligibility to play college football.
Beginning in 2021, collegiate athletes have been able to receive endorsement deals, sponsorships, and other types of compensation for the use of their name, image, and likeness under the NIL regulations. For athletes like Collin, who had few ways to make money from their talents before outside of a professional career, this has created a whole new set of opportunities.
This newfound financial freedom has allowed Collin to not only help support his family, but also to invest in his future. He hopes to use his prominence to help those less fortunate and to serve as an example to underprivileged young athletes. Collin, a Lake Erie College communications major, hopes to play professional football before transitioning into a career as a sports analyst. He never imagined the Vine clip would bring him fame — and a brand partnership — a decade later.
The NCAA’s decision to allow NIL deals has been met with mixed reactions, with some critics arguing that it could lead to exploitation of young athletes and uneven opportunities for different schools and conferences. But for sportsmen like Collin, who are want to turn their hobby into a living, the new regulations present an opportunity to do just that.The NCAA as a whole also benefits from the NIL rule revisions. It adds a fresh spark to the sport and attracts new followers. The NCAA’s standing has improved as a result, too, because the change positions it as a progressive and fair institution.
Opportunities for players like Collin are expanding rapidly as the NCAA learns to adapt to the new NIL environment. Now, he and other underprivileged athletes have a shot at turning their skills and social media popularity into a lucrative career while still earning a first-rate education and playing at the highest levels of collegiate athletics.
