Jeremiah Smith isn’t just the best wide receiver in college football—he’s the most marketable player in the entire sport. The Ohio State star has now added another massive deal to his portfolio, teaming up with 7-Eleven for the launch of their exclusive “Always Open” apparel and hydration line.

It’s a perfect match. Just as Smith has made his name by being “always open” on the field, 7-Eleven is known for its 24/7 doors-always-open identity. Together, they’re bridging convenience store culture with lifestyle branding, showing once again how college football players with NIL deals are transforming athlete partnerships into cultural statements.

Why They Chose Him

According to the Out2Win Athlete Intelligence Platform, Smith holds a monster Out2Win Score of 98—the highest in college football. His social following has climbed to more than 700,000 across platforms, anchored by an elite 11.53% engagement rate. On Instagram alone, his content consistently draws massive reach, making him one of the most influential voices in the sport.

And this isn’t his first major NIL deal. Smith is a cover athlete for EA Sports College Football 26 and has already partnered with Adidas, Red Bull, and American Eagle. His proven ability to move between athletics, gaming, lifestyle, and now retail apparel positions him as the prototype for the next era of athlete brand partnerships.

On the field, Smith has backed up the hype. As one of the nation’s top receivers, his ability to change games in an instant has kept him in the national spotlight. For a brand like 7-Eleven, that consistency and star power make him the perfect athlete to launch something bold and new.

The “Always Open” Collection

The centerpiece of this NIL deal is the “Always Open” apparel line, a limited-release 7-Eleven collection that blends sport, streetwear, and convenience culture. The drop includes branded tees, muscle shirts, varsity jackets, sweatshorts, and sweatpants, creating a lifestyle crossover that elevates 7-Eleven beyond its traditional space as a convenience store.

The campaign also introduces a new Replenish Zero hydration drink featuring the “Always Open” branding—and Jeremiah Smith’s face on the bottle. This blend of apparel and functional product taps into two worlds at once: fans who want to wear their loyalty, and athletes and consumers who look for performance-driven beverages.

By putting Smith at the center, 7-Eleven positions its campaign around not just accessibility but excellence—making the phrase “Always Open” as much about him torching defenders as it is about late-night Slurpees.

The Bigger Picture

This partnership shows just how far NIL campaigns have come. Brands like 7-Eleven are no longer looking to dip their toes into college sports; they’re making major cultural plays with athletes like Jeremiah Smith, who bring both reach and authenticity.

For Smith, this is more than just another deal. It’s proof that he’s transcending football, shaping how athletes can influence industries far outside their sport. For 7-Eleven, it’s a bet that the impact of name image and likeness on college athletics isn’t just a moment—it’s the future of athlete-driven marketing.