Darius Acuff Jr. celebrates a historic Reebok deal, changing the NIL game in college basketball.
In a groundbreaking move reshaping the landscape of college sports endorsements, Arkansas freshman basketball sensation Darius Acuff Jr. has reportedly inked a signature shoe deal with Reebok. According to ESPN, this deal marks Acuff as the first NCAA men’s athlete to secure such an agreement with a major U.S. brand while still actively competing in college.
Reebok’s official announcement, teasing “Acuff 1 on the way,” signals a significant investment in the young athlete’s potential and marketability. This move challenges traditional endorsement structures and opens new avenues for NCAA athletes to capitalize on their personal brands.
Acuff’s stellar performance this season has undoubtedly contributed to his appeal. Leading the SEC in both points per game (23.3) and assists per game (6.5), he’s the first player since Pete Maravich in 1970 to achieve this feat. His impact extends beyond individual statistics, as he was instrumental in Arkansas’ SEC tournament victory and has continued his strong play into the NCAA tournament, scoring 60 points in the team’s first two games.
His on-court achievements have translated into record-breaking performances. Acuff surpassed Kentucky’s Pat Riley for the most points by an SEC player in his first two NCAA tournament games. He also joins Billy Donovan as the only players in the last 50 years to average 30 points and five assists per game in their first two tournament appearances.
Looking ahead, Acuff’s trajectory suggests a promising future. Projected as a high pick in the 2026 NBA Draft, should he declare, his partnership with Reebok positions him for long-term success both on and off the court. As Arkansas prepares to face No. 1-seeded Arizona, all eyes will be on Acuff as he continues to redefine the possibilities for NCAA athletes in the era of NIL deals.
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