He became a meme at age 9. A decade later, this college football player has the last laugh: a deal with Popeyes

College freshman Dieunerst Collin’s highway to web meme fame began with a confused side-eye at a Popeyes in New Jersey.It was a decade in the past, and the then 9-year-old was in line ready for a household pack of hen, biscuits and fries at the fast-food chain in Irvington. A stranger pulled out his cellphone and began recording Collin, evaluating him to Lil TerRio, a boy who was well-known on social media at the time for his dance strikes.Collin, holding a Popeyes lemonade cup, gave the man a sideways look, questioning why he had a digital camera in his face. The stranger later posted a clip on Vine, the video-sharing app, the place it went viral and became extensively used as a GIF to specific unease or bewilderment, alongside with captions reminiscent of “When your instructor catches you dishonest on a check.”A decade later, Collin is a freshman on the football group at Lake Erie College in Painesville, Ohio, and he is come full circle. Popeyes signed the 18-year-old this month for a sponsorship that can use his identify, picture and likeness on billboards and different commercials for the fast-food restaurant.He’s lastly cashing in his six seconds of web fame — though his household was not thrilled about it at first.”When it occurred, we did not need to be in the highlight. And simply having that on the market, individuals have been coming to my dad and saying, ‘Hey, we have seen your child on this,’ attempting to make a joke of it. My dad did not prefer it for his children to be joked on,” Collin advised CNN. “But now, the indisputable fact that I switched it into a blessing, he likes it.”Collin is cashing in on a NCAA coverage that permits college athletes to earn sponsorship moneyA identify, picture and likeness deal — generally known as an NIL — permits college athletes to obtain compensation from model partnerships that use their identify, picture or likeness for advertising and promotional content material. The offers stem from an NCAA coverage change in 2021 that permits student-athletes to revenue from sponsorship alternatives.Popeyes introduced the deal this month after a social media marketing campaign by Collin and his followers. To kick off the partnership, the fast-food chain posted an Instagram video of Collin narrating his unlikely story.”This is the place our story began,” he says in the video with the viral picture of him at Popeyes in the background. “The second that made us a meme. We did not ask for it. We did not perceive it. But don’t fret little man, we did not let it cease us. Because the extra we grew, the harder we obtained. We realized to lean in. We turned the consideration into motivation and the motivation into championships. This is the place our story began and now it is the place a new one begins.”The first Popeyes billboard that includes Collin went up last weekend in his hometown of East Orange, New Jersey. It options the viral picture and a new picture of the grownup Collin mimicking his 9-year-old expression with a bigger Popeyes drink in his hand.”Fans ought to preserve an eye fixed out for different enjoyable content material to return,” Popeyes mentioned in a assertion. “From memes to goals, Dieunerst and Popeyes will grace social media feeds as soon as once more.”The partnership began with a name on social mediaThe new partnership is the results of one more social media second.On Jan. 8, Collin posted a throwback of his viral picture on Twitter and Instagram and urged his followers to assist him get Popeyes’ consideration for an NIL deal. His followers rallied and tagged Popeyes in posts supporting Collin.”Collin Dieunerst is now a freshman offensive lineman at Division II Lake Erie College and if this man would not have an NIL deal by tomorrow, the Louisiana kitchen wants to scrub home on higher administration,” one man tweeted.Even different fast-food eating places joined the push.”Popeyes do it for the Vine,” Buffalo Wild Wings tweeted, referring to the now-defunct video platform. “Let’s chat over lunch,” rival KFC tweeted in a message tagging Collin.Within a few hours, Collin mentioned, Popeyes despatched him a personal message and a firm consultant known as him with a suggestion. A few days later, Popeyes introduced the partnership on social media. “Proud to welcome Dieunerst Collin to the fam,” it mentioned.Collin mentioned he is enthusiastic about the new partnership, and hopes it ends with him getting his personal meal at Popeyes — like rapper Travis Scott and different celebrities have with fast-food chains like McDonald’s. Until then, he is joyful to advertise his favourite fast-food chain, the place his go-to meal is a hen sandwich, fries, a biscuit and, sure, a lemonade.He was shocked that individuals from throughout the nation supported his effort.”A lot can occur with the energy of the web behind you,” Collin mentioned. “I can not imagine I can say I’m formally sponsored by Popeyes. Thank you to everybody who helped unfold the good phrase!”He hopes to play professional football after collegeCollin declined to debate the monetary facets of his Popeyes deal.Louis Moore, affiliate professor of sports activities historical past at Grand Valley State University in Michigan, mentioned it is uncommon for a nationwide model to signal a comparatively unknown athlete to an NIL deal.”Traditionally, male athletes need to be very fashionable earlier than they get a nationwide model endorsement. But they’re common due to their success on the area, not due to a meme,” Moore mentioned.”Linking up with Collin exhibits that there’s a change in this considering. Popularity doesn’t need to be primarily based on athletic success anymore. Because of social media, younger athletes can come into college already having a model, which may be engaging to firms.”Such NIL offers imply extra financial alternatives for college athletes, he mentioned.Collin, a communications main at Lake Erie College, hopes to play skilled football earlier than changing into a sports activities analyst. He by no means imagined the Vine clip would carry him fame — and a model partnership — a decade later.In truth, his household tried to get the video faraway from the web, he mentioned.”I simply by no means thought it could get that massive,” he mentioned. “I simply thought individuals will transfer on and overlook about the meme. When I speak to my father, he really will get actually emotional as a result of he by no means anticipated this (success) for me.”The meme has grown on him and his household. Collin mentioned his dad plans to place up his Popeyes’ “Memes to “Dreams” poster in his barbershop so he can share his son’s story with prospects.Does Collin use his meme on his mates? Not a lot. Most instances, he prefers to ship emojis.”I’ve used it lower than 10 instances,” he mentioned. “I’m not a massive fan of utilizing it, as a result of it is me — however typically I’ll ship it simply to be humorous.”