The No. 1 high school football player in the nation, Travis Hunter is making moves.

Clarion Ledger reports Travis Hunter has signed a name, image, and likeness (NIL) deal with Black-owned coffee shop J5 Caffe.

“Hunter set the sports world ablaze when he chose to play for (Deion Sanders) and JSU,” J5 Caffe said in a news release, according to Clarion Ledger. “He possesses unique skills and a mindset that will allow him to be a phenomenal two-way threat for JSU. His uniqueness complements the uniqueness of J5 Caffe and they will both change the game.”

The partnership with Travis Hunter honors J5 Caffe’s commitment to empowering aspiring Historically Black College and University (HBCU) students. The coffee company — created by Jabari O. Edwards — not only sells top-of-the-line blends, but each purchase benefits the greater good.

According to the company’s website, a percentage of each product sold creates scholarship opportunities for individuals of low socioeconomic status interested in attending an HBCU in Mississippi and supports minority-owned businesses.

“J5 Caffe’s partnership with Hunter was paramount because both express the mission of making a difference in HBCU colleges,” the company said, according to Clarion Ledger. “But more importantly the Black community. J5 Caffe, is one of many companies owned by parent company, J5 Solutions. Like Hunter, J5 Solutions is dedicated to raising awareness and the importance of supporting HBCUs across the nation.”

NIL Deals

As AfroTech previously reported, the opportunity for student-athletes to profit off of their name, image, and likeness became a wide-open field in June 2021 when the Supreme Court ruled that the National Collegiate Athletics Association was engaging in what they called an “illegal restraint of trade” by forbidding them to get endorsement deals for their sports play.

Now, NIL deals are exploding all over the sports industry, and athletes are taking full advantage of the opportunity.

Check out our list of 14 NIL deals that we’re keeping our eye on, and that have closed since the new ruling took place.