RUTS
Sign inBook a demo
77
Build Tier · 77/100 · HS · Football · ATH

Julian "Juju" Smith

ATH · Football · Heritage Prep · Detroit, MI · Senior
Senior ATH · Heritage Prep · Signing day · representation signed
Reach
33K
Est NIL
$70K
4w
+11
SeniorHeritage PrepSigning day · representation signedHSMG signedDetroitRising
77
RUTS Score
+11 · 4-wk trend
$70K
Est annual brand value
Pipeline $30K active
33K
Cross-platform reach
Followers indexed
Signing day
Active window
Signing day · representation signed
The pitch

Julian "Juju" Smith sits at a finite-window moment. The on-field layer is 79. The audience layer is 74. The job HSMG's RUTS engine does is make the next 12 months legible to brands, agencies, and front offices — turning identity strength into deal flow and repairing fan economy before it caps earnings.

Prepared for Julian "Juju" Smith and their family advisor / collective. HSMG operates alongside existing layers, never around them.
RUTS Alert

Julian "Juju" Smith's window — Signing day · representation signed — is the leverage event. The work compounds inside it; outside it the asset library protects long-term brand value.

Score decomposition · 5 dimensions · RUTS = 76.8
PERF Performance79
On-field production, advanced stats and stage weighting — measured directly from sport APIs.
SOC Social74
Cross-platform reach, engagement velocity and follower delta — measured directly.
ID Identity83
Brand voice, story clarity, character signals. Pulled from the RII + RCP engine.
DIA Diaspora80
Pan-African / Caribbean / hometown pull — city-level concentration × identity groups.
FAN Fan Economy68
Monetization readiness — fan commerce potential across subs, drops, micro-sponsorships and tickets.
Public 5-category RUTS — PERF 79 · SOC 74 · ID 83 · DIA 80 · FAN 68
Locked · sign in
Activation window
Signing day · representation signed
Active pipeline
$30K
Unlock full profile →
Tags
HSMG signedDetroitRising
Pathway comps
  • Football peer A
    Same-tier HS
    Used a finite window like signing day · representation signed to convert RUTS to deal flow.
  • Football peer B
    Adjacent level
    Brand asset library carried earnings across the transition.
Content engine · owned-channel series
"Julian's Game"
Owned-channel film cuts · Weekly in-window
Builds identity into a permanent asset library.
"Detroit Roots"
Hometown chapters · Monthly
Activates the hometown audience and earned-media circuit.
"The Build"
Process documentary · Bi-weekly
Repairs fan economy — the lowest-scoring lever on the board.
Audience pools · how reach compounds
PoolWhy they already followActivationAddressable
Home marketCurrent school · weekly visibilityLocal press · campus media18K addressable
HometownDetroit, MI — origin story + family networkHometown press + community networkLocalized
Football nationalSport-vertical media + scout communitySport-specific verticals + scoutsSport cycle
Identity / diasporaAudiences pulled by background and cultural identityIdentity-aligned creators + outletsCompounds
Brand-deal partnersAudiences of existing endorsement partnersVetted brand-fit alignmentVariable
12-month roadmap · phased execution
Phase 1 · Pre-window
PHASE 1 · FOUNDATION
Months 1–3
Asset library + dashboard live
  • Wk 1–2 · Intelligence
    RUTS dashboard stood up
    Audience pools tracked monthly. Baseline locked.
  • Wk 3–4 · Production
    Brand shoot day
    Photo + film library feeds the next 12 months.
  • Mo 2 · Storytelling
    Anchor doc — HSMG signed
    The defining narrative documented in long-form.
  • Mo 2 · Brand
    Deal book opened
    Per-athlete tier across 5–6 pillars.
  • Mo 3 · Principal
    Rep / advisor sync established
    Monthly coordination. No surprises.
Phase 2 · Cadence
PHASE 2 · IN-WINDOW ENGINE
Window phase
Signing day · representation signed
  • Weekly · Production
    Owned-channel content cadence
    Film cuts + process content + earned-media support.
  • Monthly · Storytelling
    Hometown chapter drops
    Activates origin audience + secondary press.
  • Game/Event Wk · Field
    Production support
    Coordinated with team/league comms calendar.
  • Limited Wks · Content
    Process content takeover
    Repairs fan economy — the lowest score.
Phase 3 · Compound
PHASE 3 · CONVERSION
Post-window
Asset library → next stage
  • Post-window · Principal
    Season-recap brand library
    Year-in-review asset · the case statement for the next stage.
  • Post-window · Brand
    Reserve activations triggered
    Held inventory deployed against peak engagement.
  • Renewal · Principal
    Year-2 engagement plan
    Brand engine continues regardless of competitive outcome.
NIL / endorsement deal book · category pillars
PillarTargetsWindowCount
Home market regionalLocal restaurants · regional services · retailersOpen-ended2–3 deals
Hometown anchorDetroit, MI-area brands · origin story leverageHoliday + return windows1–2 deals
Performance / equipmentTraining, gear, recovery brandsIn-season1 anchor
Identity / communityBrands aligned with diaspora + community storyHeritage windows1 deal
National apparelApparel / equipment with content needsWindow peak1 anchor
Window reserveInventory held for Signing day · representation signedWindow trigger1–2 holds
Deal-book projection

Healthy execution against signing day · representation signed projects into the build tier of Football HS NIL — aggregate scaled by reach and identity pull.

12-month KPIs · the public scoreboard
KPIBaselineTargetStretch
Cross-platform reach33K+17K+33K
Earned-media placements015–2540+
Deals closed04–68+
Long-form assets03 anchor + ~20 weekly30+
Sub-score floorFan Economy: 68Fan Economy: 75+Fan Economy: 82+
The outcomes · two believable paths
Path A
Healthy window + engine running
Build Tier earnings
Window-cycle outcome

Engine compounds inside the window. Asset library carries the brand across the transition.

Path B
Limited window / engine underbuilt
Tier-down outcome
Risk scenario

Lowest score (Fan Economy: 68) caps earnings. Asset library protects long-term brand.

Governance · how the engagement operates
CadenceWhat happensOwner
WeeklyContent cadence + 30-min check-inHSMG Lead
MonthlyRUTS dashboard recalibration + KPI scorecardIntelligence
MonthlyRep / advisor sync · no surprisesHSMG + Rep
QuarterlyFull strategy review · pivots called publiclyPrincipal
Window-peak pre-loadAll peak-window assets pre-built before the triggerAll Hands
RUTS™ Player Brand Declaration

"Julian "Juju" Smith sits at 77 today. The strongest lever is Identity (83). The weakest is Fan Economy (68). The 12-month engagement is engineered to defend the strength, repair the weakness, and convert signing day · representation signed into a deal book that lives beyond the window."

Live opportunities · attached to Julian "Juju" Smith
ContentSigning week
Juju Smith · Signing Day Drop
Signing-day content drop across HSMG's Detroit prep channel network.
$7,500
See all opportunities →
Execute · Julian "Juju" Smith
Signing day · representation signed

The window is the everything. Stack 2–3 monetization shapes against it, run the content engine three drops a week, repair anything under 75.

Open the playbook →
  • STEP 01
    Lock window
    Signing day · representation signed
  • STEP 02
    Plug weakest score
    FAN
  • STEP 03
    Stack activations
    1 on the board
Same sport
76
Darius Taylor
Minnesota
77
Jordan Addison
Minnesota Vikings
68
Cam May
San Diego State