Kool-Aid x Kool-Aid McKinstry: A Legendary NIL Partnership

In August 2021, shortly after the NCAA’s NIL policy change, we orchestrated one of the most culturally resonant athlete-brand collaborations to date. Alabama freshman cornerback Ga’Quincy McKinstry, affectionately known as “Kool-Aid”, a nickname given by his grandmother for his ever-present smile, partnered with the Kool-Aid brand in a synergy that felt destined.​ To announce the partnership, we executed a creative social media campaign where Kool-Aid and McKinstry temporarily swapped their Twitter and Instagram names. This playful exchange not only celebrated the deal but also generated significant buzz across platforms. McKinstry embraced the brand wholeheartedly, even donning a Kool-Aid Man chain at SEC Media Days.​This collaboration was lauded as one of the most fitting and memorable NIL deals, seamlessly blending personal identity with brand storytelling.​ Agency: Vaynermedia