JBL Campus: Looking Beyond Frontline Stars For Culturally Relevant Marketing

What if I say that college athletics is not always about sports? You would probably think I am just crazy or speaking way out of line. Like sports, isn’t that supposed to be the crown jewel of college visibility? I mean, you are right. But there’s actually more than just sports in college. How? Well, that’s where JBL Campus comes in. Their initiative is to redefine college programs and identify athletes not just in football but also in other sporting avenues. Sounds cool, right? You know what’s cooler, hearing from the man who is tasked with identifying those exceptional talents.

Chris Epple, vice president of marketing for the Americas at Harman, joined us for an Essentially sports exclusive think tank interview. Sitting down with our host of the Think Tank podcast, Trey Holder, Epple gave a detailed breakdown of what the JBL Campus actually stands for. Let’s just say that only stacking numbers on the field won’t help you break into JBL Campus. “Our first filter isn’t the stat sheet. Our first filter for JBL is always do they have interesting stories to tell.” Translation: JBL wants to dig deeper than the stories on the field. Something that will make you stand out beyond your sporting talents.

“So are they someone who is a leader in their communities or someone who’s overcome an obstacle,” Epple added. He then went on to give some clear examples, “Some of them are backup quarterbacks. Some of them are on the dance team, some of them are on the golf. The tennis team like it’s really not about being the QB1 of the biggest school in the country, so we have a very different strategy.” Like it’s true, there are lots of different players who have already made their way into JBL. And like Epple said, they didn’t have to be the best in their sports. Because you know the best already have enough on their platter. It’s the rest on whom the JBL Campus wants to focus.

“It’s influencer marketing. It really is around people of influence for whatever their means. However, the way they are where they are, the stories they have to tell their social following their act the kind of content they create.” Take, for instance, LSU Women’s Basketball star Flau’jae Johnson. She aims to reach the pinnacle both on and off the court, and that’s what resonates with the JBL Campus initiative. “I’m excited to continue growing my partnership with JBL through a program that embodies the spirit of self-discovery and amplifies authentic voices. It’s not just about sound. It’s about celebrating the individuality that makes each of us different and unique throughout campus.”

Exactly, it’s that X-factor that JBL is searching for in the colleges. Gone are the days when players only influenced others with their performance on the field. JBL wants to do something—that is, of course, beyond sports. And actually, Flau’jae Johnson isn’t the only example who has found her rhythm with JBL. There are a few others who are also raising the bar on college campuses with JBL.

JBL Campus roster just keeps on growing

Within a year of the JBL campus launch, it has already reached out to lots of sports influencers. University of North Carolina’s R.J. Davis, who is part of their men’s basketball team, shared some of his insights about JBL Campus. “Music is a major part of my day. JBL headphones and speakers get me pumped before games and help me unwind afterwards. Joining JBL Campus is an amazing opportunity to connect with other students and athletes and to show how music helps us be our best.” Well, actually, he isn’t the only one who has since made his way into the JBL program.

University of Florida’s Riley McCusker (Women’s Gymnastics), Blake Cyr (Baseball), Bella Sims (Women’s Swimming & Diving), and University of Texas’ CJ Baxter (Football) are just some of the names who have already earned their NIL’s from JBL. And there’s absolutely no doubt this list will keep on growing, considering the initiatives JBL Campus is taking. Like Epple stated, “It really is a very wide aperture of what we’re creating with obviously the sports side driving a lot of scale in that.” Here at JBL Campus, sporting talents take the backseat. What you are doing beyond sports is what defines you in JBL.