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Crossover Culture Expands NIL Basketball Roster

Ohio State's Jacy Sheldon, Kentucky commit Johnuel “Boogie” Fland join the new sneaker brand

Michael Ehrlich

Crossover Culture Expands NIL Basketball Roster
Crossover Culture Expands NIL Basketball Roster /
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Ahead of the NCAA Tournament tip-off this week, sneaker brand Crossover Culture has expanded their NIL athlete roster. Joining previously announced Rob Dillingham of Kentucky and Jordan Burks of Kentucky, North Carolina State commit Trey Parker are Jacy Sheldon of Ohio State and Kentucky commit Johnuel “Boogie” Fland.

Sheldon is the first women's player to join Crossover Culture after averaging 18 points per game this year for the Buckeyes on her way to another All-Big Ten first team honor. She and No. 2 seeded Ohio State face No. 15 Maine on Friday.

Fland of Archbishop Stepinac High School (White Plains, NY) just led his team to a CHSAA "AA" Title.

ESPN/Boardroom's Nick DePaula was first to report the NIL roster expansion for Crossover Culture.

“These five athletes embody the excitement and joy of the game — a group of innovative thinkers and exceptional players. We’re blessed to have these individuals as partners in what we’re building at Crossover Culture,” Ryan Duke, founder of Crossover Culture, said in a statement. “These NIL relationships are really about recognizing their achievements, appreciating their individual personalities, telling stories together and introducing more hoopers out there to the brand in the process.”

Crossover Culture's roster of athletes will be featured in marketing campaigns for an upcoming new sneaker release that will launch at Dick’s Sporting Goods this Spring.

“It’s great to be a part of the first group of athletes partnering with Crossover Culture. I think people are really going to like the new drop and I can’t wait to see what comes next. Not gonna lie, the sneakers are awesome,” Sheldon said.

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Michael Ehrlich
MICHAEL EHRLICH

Michael Ehrlich is a seasoned sports marketing executive with experience across the global sports brand, athlete representation, media and education sides of the business. The Founder and CEO of Playbook Marketing, Ehrlich consults with brands on all things NIL and athlete partnerships, advises student-athletes on their personal brand building endeavors and is an adjunct professor at his alma mater, the University of Southern California where he teaches a course on athlete communications and marketing. As a writer, his previous bylines include Boardroom, Business of College Sports, DIME Magazine and UPROXX, among others. You can follow him across social media at @MichaelEhrlich and reach out via michael@playbook-marketing.com

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