Crossover Culture Signs Rob Dillingham, Two Others to NIL Deals

The basketball fashion brand Crossover Culture announced this week it is signing three amateur basketball players to NIL deals, including University of Kentucky star freshman Rob Dillingham. Dillingham’s teammate and fellow freshman Jordan Burks, along with Overtime Elite’s Trey Parker will also receive a deal.

Crossover Culture is Dillingham’s second major NIL deal, following his partnership with Naomi Osaka’s Kinlò suncare brand in 2022. The freshman is averaging 14.8 points per game and is shaking up 2024 NBA Draft boards across the country as a projected top-10 pick.

“Rob embodies the excitement of the game with true creativity and passion. As an innovative thinker and exceptional player, he’s a perfect partner and representation of what we’re building at Crossover Culture”, said Ryan Duke, founder of Crossover Culture, on their website.

Burks has yet to have as much of an impact at the collegiate level but dominated as a member of Overtime Elite in 2022-23, where he led the league with over 27 points per game. Instead of asking for his own products upon signing the deal, the 6-foot-8 winger asked if Crossover Culture could provide merch for the 8th-grade girls team his mother coaches.

Burks adds Crossover Culture to an NIL profile that already includes luxury leather goods retailer Prime Society.

Despite still being in high school, Parker has amassed hundreds of thousands of followers due to his dynamic playing style. Currently playing on Overtime Elite’s Cold Hearts, Parker is set to debut at NC State in the fall. Crossover Culture is his first NIL partnership, according to On3.

“[I] want to be a part of something different, just not the same as everything else. Crossover Culture just is doing things different”, Parker said.

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