Ole Miss All-American running back Kewan Lacy signed a Name, Image and Likeness partnership with Q-Collar, the neck-worn device designed to reduce brain movement during impact. Financial terms were not disclosed.
Lacy joins a roster of Q-Collar athlete partners that includes NFL running back Christian McCaffrey and former Notre Dame linebacker Manti Te'o. The device, cleared by the FDA in 2021, applies light pressure to neck veins to increase blood volume in the cranium, theoretically creating a tighter fit between brain and skull during collisions. Q-Collar's parent company, Q30 Innovations, has raised over $30 million in venture funding and positions the product as protective equipment, not medical treatment.
The partnership matters because running backs absorb repetitive subconcussive hits that newer research links to long-term cognitive decline, even absent diagnosed concussions. Lacy rushed for 1,847 yards last season and projects as a mid-round NFL draft prospect in 2027. His adoption signals Q-Collar's push into college football's most violent position group, where equipment endorsements traditionally flow to skill players in safer roles. The deal also arrives as Ole Miss and other SEC programs face increased scrutiny over head-injury protocols following a $208 million NCAA concussion settlement finalized in 2024.
For Q-Collar, college NIL provides cheaper visibility than NFL endorsements while targeting the 18-to-22 demographic that drives helmet and cleat adoption cycles. The company's challenge: the device retails for $199, lacks long-term efficacy studies published in top-tier journals, and competes with helmet sensors and mouthguard accelerometers for the same brain-safety budget. Lacy's social media reach—127,000 Instagram followers as of June 2025—offers Q-Collar access to high school recruits and parents making equipment decisions before college enrollment.
Ole Miss does not mandate Q-Collar use, and the NCAA has not endorsed specific brain-safety devices beyond requiring baseline concussion testing. The school's athletic department declined to comment on whether it provides Q-Collars to players or whether Lacy's deal includes team facility usage rights. Worth noting: Ole Miss head coach Lane Kiffin has previously promoted unproven recovery technologies, including cryotherapy chambers and CBD partnerships, creating a program culture receptive to emerging equipment narratives.
Watch for Q-Collar to announce additional SEC running back signings before the 2026 season, likely targeting Georgia, Alabama, or Texas players with similar draft profiles. The company's investor deck reportedly projects $50 million in revenue by 2027, requiring penetration beyond early-adopter athletes into team-wide purchase orders. Also watch whether insurers covering college athletic departments begin offering premium discounts for programs that adopt brain-safety devices—a dynamic that would shift Q-Collar's buyer from individual athletes to risk-management offices.
Lacy starts fall camp in 93 days. His helmet will carry the Q-Collar logo during SEC Media Days in mid-July.
The takeaway
Q-Collar's SEC running back push targets the position with the worst brain-safety optics and the parents making equipment choices two recruiting cycles out.
Editorial & Disclosure Notice: This article was written with artificial intelligence from public sources and is published without individual human review. Artificial intelligence and other digital tools are also used for research, analysis, editing, formatting, and production. Errors, omissions, outdated information, or inaccuracies may occur. References to companies, brands, products, services, organizations, or individuals are for informational and editorial purposes and do not imply endorsement, sponsorship, affiliation, partnership, or approval unless expressly stated. All trademarks and other intellectual property remain the property of their respective owners. Opinions, analysis, estimates, and commentary are informational only and should not be construed as financial, investment, legal, tax, medical, procurement, or other professional advice. Information may be corrected, clarified, or updated after publication. Corrections or removal requests: jenny@pops4.com.
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