Purpose NIL: OU Football’s John Locke is Building his Brand

In this inspiring episode of Purpose NIL, hosts James M. Rink and John Locke take you behind the scenes 

of spring football training at the University of Oklahoma.  John opens up about the pressure and anticipation surrounding the OU Crimson Combine, revealing the high-stakes environment is shaping his mindset and purpose. 

 

Together, they unpack what it means to live with intention—connecting core feelings, and actions to create a life that influences others.  John shares the people he’s passionate about impacting-Children, Men, Leaders, and his Family-as he works toward crafting a powerful purpose statement. 

 

Special guest Dr. Maribeth Kuzmeski (aka “Dr. K’), NIL social media expert from Oklahoma State University, joins the conversation to talk all things personal branding.  She shares the story behind the creation of OSU’s Brand Squad, explains the biggest social media mistakes college athletes make, and offers practical, game-changing tips for turning online presence into NIL potential.   

 

Plus, John reflects on his experience with the Purpose of You Transformational Assessment and how living with purpose has already elevated his joy, focus, and leadership. Stay tuned for the next episode, whereJohn drafts his personal purpose statement. 

 

Takeaways

• John is excited yet nervous about the Crimson Combine.
• Spring football training is intense and demanding.
• Identifying core feelings helps in defining purpose.
• Gratefulness can be found in small moments during practice.
• John wants to inspire children to pursue their dreams.
• Men face unique pressures that require supportive influences.
• Silent leaders play a crucial role in team dynamics.
• Family influence is important for John's future aspirations.
• A personal purpose statement connects feelings, actions, and people.
• Living one's purpose attracts NIL opportunities and followers.
• Dr. K created Brand Squad to help athletes with NIL.

• Brand Squad has 150 members helping athletes with deals.
• Followers are crucial for business deals in NIL.
• Social Media Content should go beyond just on-field activities.
• Athletes should conduct a brand audit of their social media.
• Cleaning up past social media posts is essential.
• Social media should reflect the athlete's story.
• Engagement rates matter more than just follower counts.
• Businesses should consider the athlete's follower demographics.
• Consistent and interesting content is key to growing followers.

• Living your purpose can significantly enhance joy and happiness.
• Quality of life improves when you align with your purpose.
• Influencing others, especially children, is a vital aspect of John’s personal purpose.
• The Purpose of You assessment helps identify transformative questions.
• Personal growth is linked to understanding and living your purpose.
• Engagement in meaningful work elevates performance and satisfaction.
• Writing a purpose statement is a crucial step in self-discovery.
• Sharing experiences can inspire others on their purpose journey.
• The journey of purpose is ongoing and evolves over time.
• Community and support play a key role in personal transformation.

 

Recorded on March 28, 2025

John Locke, Norman, OK

Maribeth Kuzmeski, PhD., Stillwater, OK

James M. Rink, Nashville, TN

 

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