LOS ANGELES — The top half of Deshonne Redeaux’s grill just didn’t fit quite right.
So, the sixth-best running back in the class of 2026 walked around with a gleaming underbite during a private National Signing Day celebration, hosted by sports and culture agency StampX.
“Deshonne’s got a vibe,” LAFC co-founder Shaun Neff told event guests. “He crushes it on the field, but he’s building his personality. He’s building his look. He’s got that. It is important for your personal brand to pick your lane.”
The USC football program locked in the No. 1 recruiting class in the nation on Dec. 3. That evening, many of the Southern California signees had already found themselves in the nucleus of Los Angeles hustle culture.
FYI Campus in Hollywood was filled with class of 2026 signees, their parents and executives like Neff, as well as entrepreneurs, venture capitalists and entertainers. Their goal: Tap into and educate the brand-new college signees on how they can leverage their status as USC football players.
‘Being a D-1 athlete is a job’
StampX was founded by Redeaux’s dad, Russell, whose background is in entertainment marketing. The agency’s event was held independent of USC Athletics, although Russell said he has had dialogue with football general manger Chad Bowden about promotional possibilities.
“He was the one that really nailed the hammer home on ‘LA is the pLAce to be,’ putting a fence around LA and keeping hometown kids home,” Russell said of Bowden. “His efforts created the opportunity for us to do exactly this.
“We’re like hand and glove. He’s a guy that I look to for answers, and I hope to be able to continue to support the program over the years.”
As the entertainment industry grapples with financial shortcomings and the advancement of artificial intelligence, sports – seemingly immune to both of those challenges – are a new frontier for investors.
College sports – rife with name, image and likeness deals as well as revenue-sharing opportunities – could find itself at the epicenter.
“Being a D-1 athlete is a job,” said venture partner Karim Webb, who was a panelist at the signing day celebration. “You’re working the same amount of hours and working out and being competitive in your craft as you would when you stop playing sports.
“And then, today, with the way that you can monetize your likeness and engagement, it’s about people’s interest. And where eyeballs are is where engagement is. The fact that it’s so diversified now means that you can capture your own audience, and you can monetize that in a number of different ways.”
Part of the success
Webb calls himself an entrepreneurial activist and holds roles that include being a principal at Webb Investments, a venture partner in Slauson & Co. and president of the Board of Airport Commissioners on the Los Angeles World Airport Commission.
Neff is a co-owner of LAFC and the X Games and is a founder of Moon Oral Care, Sun Bum, Neff Headwear and a plethora of other companies.
Both were featured on a business-themed panel that doled out advice on opportunities in Los Angeles, wealth building and authenticity in brand development. That panel was followed by an entertainment panel that discussed storytelling and capturing cultural relevance.
Those in attendance spoke of the 2026 class’s potential to reignite the success of USC football’s Pete Carroll era, and many in the room want to be a part of it.
“When SC football is on fire, the world is on fire,” said event guest Raul Ochoa, director of football operations for Hellstar Sports. “The LA culture is actually glowing. That’s what separates it from the SEC. USC is must-see TV.”
And what’s television without commercials?
StampX premiered a promotional video for Los Angeles restaurant Annie’s Soul Delicious that cast local USC signees in playful roles.
Set in a busy soul food kitchen, a line cook lovingly barked orders at a staff of unruly employees. Cornerback Josh Holland’s character snuck away to nap in a stock room while receiver Ja’Myron Baker draped his arm around a girl.
In another scene, Redeaux took command of a deep fryer and defensive back Brandon Lockhart delivered an order to a customer. Madden Riordan, another defensive back, was glued to a handheld video game.
“LA is the biggest market in the world,” Riordan said. “So that opportunity is always a plus. Deshonne’s dad, Russell, has guided us a lot together these past couple months, just doing events, and meeting up with each other. Just having that idea of bringing LA back and USC back.”
Brands vs. bonds
Not only did the signees star in the promotion, they also had meals named after them. For example, Josh Holland’s “JWII Box” features short ribs, mac & cheese, grilled shrimp and a drink. A portion of the sales from those meals will go to the nonprofit organization Xtreme Athletics.
The signing day celebration wound down with a promotion for Deshonne’s audiobook and a preview of a documentary tracing the individual journeys of the class of 2026 signees from high school to USC.
It was a lot to take in for a group of athletes who had already made one of the biggest decisions of their young lives when they signed on to become a college athlete that morning.
Today’s college athletes aren’t just bestowed a brotherly bond – they’re also faced with the opportunity to make an individual, personal brand. Both have the potential to co-exist for the latest generation of college athletes.
“We’re definitely making a push for (USC) to be the place to be,” Baker said. “Not just from the players, but from Coach Riley, our general manager, Chad Bowden. We definitely pushed that narrative that this is the place to be. This is where winners come and win.”
