Formed by Dr. Maribeth Kuzmeski, the Brand Squad is a group of top business students at Oklahoma State University. These students have been trained and certified to assist OSU student-athletes with name, image, and likeness (NIL) efforts. Each Brand Squad member is matched with a student-athlete. Brand Squad members help to generate deal opportunities, assist with social media campaigns, and work to monetize a student-athlete's NIL. Mimic NIL provides students hands-on educational experiences with important elements of Name, Image, and Likeness in a fictitious scenario in which they take on the role of a consultant at Julian Communications Agency. Student work consists of writing cold outreach emails, negotiating contracts with various companies, analyzing sponsorship offers, and promoting brands through social media. Students also build a portfolio of NIL essentials through personal development activities.