Duke's Roach Signs NIL Partnership with Rhoback

Blue Devils' senior captain Jeremy Roach adds activewear brand to NIL portfolio

Duke basketball's point guard Jeremy Roach has been on a tear as of late. In his last five games, the senior captain has averaged 19.5 points on 54% FG and 61% 3PT, with only three turnovers.

Although the preseason No. 2-ranked Blue Devils are now 7-3 - with an ACC loss already to Georgia Tech - and currently ranked No. 21, Roach has been a consistent presence as conference play officially tips off soon.

While Roach has been dominating on the hardwood, his NIL game has followed suit. 

Roach revealed a new partnership this week with Rhoback, joining the activewear brand's latest Rhoback U program alongside ACC rival Reece Beekman of Virginia, who announced his own deal earlier this week. Another ACC foe Armando Bacot of North Carolina signed with Rhoback last season.

Rhoback will be Roach's exclusive off-court apparel partner this season.

The Charlottesville, VA-based company has been one of the most strategic and prolific brands in NIL. This past football season's Rhoback U roster included stars such as Jalen Milroe of Alabama, Nick Singleton of Penn State, Audric Estime of Notre Dame, Cade Klubnik of Clemson and Kyle McCord formerly of Ohio State.

Rhoback recently hosted Roach for a brand photoshoot and collaborated on an announcement post via Instagram to highlight the partnership news.

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“I am thrilled to announce Rhoback as my exclusive apparel partner this season and my role as a leading face of their Rhoback U program," Roach shared in a statement to Sports Illustrated. "With a prominent presence in college athletics, Rhoback is a natural choice, having established one of the strongest collegiate apparel programs in the country. They continue to set the standard in the NIL space with the most comfortable activewear and highest quality content. I am excited to for this upcoming season and look forward to spreading their #craveactivity motto among teammates, fans, and the greater Duke community. Stay tuned for more to come!”

As part of his announcement, Roach will offer new customers 15% off their first purchase, earning him a portion of net sales.

“We are excited to join Jeremy Roach's team as his official apparel sponsor," Rhoback's Athlete Relations Coordinator Shalen Moore told Sports Illustrated. "As a leading face of Rhoback U, the Washington D.C.-native will help lead the program this basketball season. Jeremy has established himself as a leader for the Duke basketball program and his dynamic personality shines both on and off the court, which immediately resonated with us. Introducing Jeremy to the Rhoback community is incredibly exciting and we look forward to connecting further with the incredibly loyal Duke fanbase. Be on the lookout for fun content, showcasing both Jeremy's impressive talent and positive personality. We are proud to be a part of his team as he helps take Rhoback U to new heights.” 

Represented by Engage co-founder and CEO Daniel Hennes, Roach's diverse NIL portfolio incudes additional partnerships with BOA Nutrition, CVS, Fortnite and Athletes.org, where he is a founder of their ACC chapter.

"Rhoback has set themselves apart in a crowded apparel space by being best in class capturing content for their athlete partners," Hennes said. "They are always my first call for any athlete I represent because of the high quality job they do of storytelling and allowing the athletes to show their personalities."

Roach and Duke next faces No. 6 Baylor on December 20 at Madison Square Garden, for a highly-anticipated matchup airing on ESPN.