Kobe Rios, a member of the Illinois State University football team, recently had a creative idea about how he could generate some revenue based on his distinct image. But it’s not what you might think.
After generations of strict rules regarding amateurism, last year the NCAA was forced to bend on the subject of student-athletes earning money through the use of their name, image, and likeness (NIL). In June 2021, the Supreme Court unanimously decided that the NCAA could not prevent student-athletes from being compensated in what has become the new NIL marketplace.
After the ruling, the NCAA deferred to states, and by the following month, NIL laws were passed in several states around the country. Illinois State Athletics’ new comprehensive NIL program, VISUALIZE, was launched in July 2022. The program and the VISUALIZE staff meet the needs of providing education, professional development, and community engagement for Redbird student-athletes.
While there are stories of five-star recruits quickly cashing in for multimillion-dollar NIL deals, not everyone in this budding marketing space saw it as an instant money grab. Rios, a junior offensive lineman who transferred last year from Iowa Western Community College, saw a way to help others. So, he designed some merchandise—in the form of T-shirts and hoodies—inspired by his own distinct look. The Rios look goes beyond the obvious fact that he stands 6-6 and weighs 320 pounds.
“I do stand out because of my size, but there’s also my ‘man bun,’ beard, and glasses,” Rios said, adding that his glasses are similar to those worn by the late professional wrestler Randy “Macho Man” Savage. “The merchandise features an image of my face, the bun, the beard, my glasses, and my Rios 76 on the back.”
All this effort to benefit someone else. Launched on August 11, Rios donates all the proceeds to a local nonprofit, Western Avenue Community Center in Bloomington. He liked the organization for its mission helping local youth and for its support of Illinois State athletic programs. The online store has done well and recently reopened with its inventory replenished with new merchandise.
The thought to help others was planted early in Rios’ childhood in Rock Island by his thoughtful parents, Michele and Paul Rios, who taught their four sons that giving back was important. Rios was also inspired after meeting with Illinois State’s VISUALIZE team and looking around online for ideas.
“I could see all over social media that people were using NIL to make themselves look cool,” Rios said. “I decided to switch it up and do something for a good cause instead of clout.”
Western Avenue Community Center offers community programs and serves over 2,000 local families each year. When the football season ends, Rios plans to be a regular volunteer there. His kindness has not gone unappreciated.
“Western Avenue is grateful for the relationship with Illinois State University and its student-athletes,” said Michael Jones, board president of Western Avenue Community Center. “We have a new friend in Kobe Rios, and we appreciate his support of our community outreach.”
Rios, who turns 22 on September 9, is proud to be a first-generation college student. He’s also proud to follow in the footsteps of his aunt Toni Rios who played softball on Illinois State’s 1995 Missouri Valley Conference championship team. A criminal justice major, Rios’ career goals include first taking a shot at professional football and then pursuing a career in law enforcement, hopefully with the Illinois State Police.
“Pro football someday is the goal, but I’ll have my degree to fall back on,” he said. “It’s a win-win situation for sure.”
Tickets are available to see Rios and his Redbird teammates host six home games this season. The opener, September 10, against Valparaiso, is Ag Day. There will be a student giveaway of “Not Normal” T-shirts presented by Young America to the first 400 students.
New to home football games this year is Redbird Row, a fan experience located in Lot G73, just east of Hancock Stadium. Redbird Row is free and open to all fans prior to every home game. It includes a tailgating area, live music, a video wall showing college football games from around the country, a beer garden and food for purchase, Reggie’s Kid Zone, a refillable water bottle station from the Office of Sustainability called Reggie’s Watering Hole, and more.
