To understand Bijan Robinson's brand, one must know the person, the player and the philanthropist. There can't be one without the others. They all coexist to create the Atlanta Falcons running back.

"Having the Bijan brand," Robinson said, "is something that I really take seriously."

The concept of a brand nowadays is rather abstract. It has grown beyond companies and their marketing to include individuals and their platforms. The term can be used to describe Nike, Apple and Google but also Michael Jordan, Derek Jeter and Tom Brady.

Something that remains consistent with the notion: not everything, nor everyone, becomes a household name.

Robinson is cracking into that echelon, with one priority in mind.

"I want them to say, 'Man, this is a good dude,'" Robinson said. "Everything else in his life is everything else. But first and foremost, he's a really good guy to everybody."

Robinson's brand took off three years ago when the NIL period commenced during his collegiate career at the University of Texas. It then grew when Robinson went No. 8 overall in the 2023 NFL Draft to the Falcons. And it will surely set Robinson up for a future after football.

Through all phases of his life, Robinson has remained true to himself. His brand, therefore, has benefited as a reflection of his character. An expert would be Capture Sports and Entertainment president Chellee Siewert, who manages the marketing of many top athletes.

"The brand was made because of who he is," Siewert said. "Not the other way around."

– THE PLAYER –

The day before No. 25 Texas was set to host No. 1 Alabama, Robinson gifted all his teammates a custom-made pair of Beats Studio headphones. They were burnt orange, matching the Longhorns' home uniform for that Week 2 showdown, and came with a personalized message, emphasizing 2022 would be Texas' year.

Beats Studio headphones cost at least $150 apiece — easily. There were more than 100 players rostered at the time.

Texas running backs coach Tashard Choice also received a pair. He wasn't surprised by Robinson's grand gesture. In fact, it tracked for the then-junior who drove a Lamborghini because he saw it as a recruiting tool for Texas.

"He created his brand the minute he came in here: how he acts, how he treats people, how he moves," Choice said. "People want to attach themselves because of who he is."

The NIL era began officially on July 1, 2021. Within a month, Robinson signed his first deal with Raising Cane's. That was before his sophomore year. He left after his junior season with 10 partnerships on his resume, including Cameo, Lamborghini Austin, Athletic Brewing Company and more.

When Robinson signed that first NIL deal, he only had one season under his belt — 2020 — and it was impacted by the COVID-19 pandemic. As a freshman, Robinson played in nine games, rushed for 703 yards and scored six touchdowns. Businesses believed in his potential enough to partner with him.

In 2021, Robinson played in 10 games, rushed for 1,127 yards and scored 15 touchdowns. More people took notice.

It was in May 2022 when Robinson landed Lamborghini.

"I think the cameras would have found him either way," Texas director of player development Kevin Washington said, "because of the success he is and the personality that he's got."

The following season would ultimately be Robinson's last at Texas. He played in 12 games, rushed for 1,580 yards and scored 20 touchdowns. He won the 2022 Doak Walker Award, given to the nation's most outstanding running back, becoming the fourth Longhorn to earn the recognition.

Robinson further inked his name in the Texas record books with his three-year career: No. 1 for yards per carry in a game (19.1), No. 3 in rushing touchdowns (33) and No. 4 in rushing yards (3,410) and total touchdowns (41).

"Sometimes, some people look at him like, 'Oh, I'm going to have that,'" Washington said. "No, no, no. Bijan is like one of those once-every-decade type of people."

Funny thing is, Robinson didn't necessarily act that way. He was rarely the loudest in a room, nor did he frequently boast about himself. Can't say never to either scenario, because even Robinson knew when to speak up and acknowledge his talent.

NIL opportunities continuously pushed him out of his comfort zone as his on-field performance kept him in the spotlight during his final two years at Texas. Even then, he adapted but remained the same.

Confident. Not cocky.

"The example that he set?" Choice said. "You can be a superstar and be a great person."

– THE PHILANTHROPIST –

Before Robinson even signed his rookie contract with the Falcons, he was financially thinking ahead. Per usual, not about himself. Rather, the community.

That's why his aunt and manager, Cleyrissa Robinson, reached out to Siewert at Capture Sports and Entertainment as soon as pen hit paper. They needed to discuss the future of the Bijan Robinson Foundation, which Siewert helps oversee. The timing of the call shocked Siewert, considering it came before Robinson ever saw a dollar, but the request itself was even more wow-worthy.

Robinson wanted to set aside his own funds for philanthropic efforts.

"I think that is relatively unique," Siewert said. "A lot of times, athletes will utilize endorsement opportunities (or) utilize going out and doing fundraising events. But he was first and foremost saying, 'I am going to give back, and it's going to be my money.'"

The Bijan Robinson Foundation was founded in 2023 and aims to make a difference in three key areas: faith, homelessness and youth.

This past June, according to the NFLPA, Robinson donated $300,000 toward a planned neighborhood in Austin, Texas, that offers affordable, permanent housing and a supportive community for men and women who are coming out of chronic homelessness.

"He's someone who is obviously great on the field, but he's just the greatest human off the field," Siewert said. "Very authentic. He wants to make that impact with the platform that he's been given."

And he's not afraid to get hands-on with his help.

Robinson got in the water with TankProof, a non-profit that provides free swimming lessons and food to Austin kids in need. He delivered $3,000 worth of backpacks to students at Austin Harmony School of Excellence. He surprised the Austin Junior Jags youth football and cheerleading program in person after making the organization's largest donation of $25,000.

The list goes on.

"If there is a line of kids or people outside the door coming to meet him, he will shake every single one of their hands and talk with them for even a few minutes," Capture Sports and Entertainment creative director Tony Turnquist said, "because he knows that might be the only interaction he has with them and how special that is to them."

Robinson takes this power very seriously. His intentionality goes beyond being kind to fans. It extends to everyone with whom he associates. Each collaboration is thought out, ensuring values align. If not, Robinson is better off without them.

The same may not be the case vice versa.

"It's the most no-brainer decision you could ever make as a corporation," Turnquist said, "to partner with someone like Bijan."

– THE PERSON –

Three unmarked jars sit in front of Robinson, each waiting to be taste-tested for the first time by the face of the franchise. Bijan Mustardson plans to release a trio of flavors in 2024: classic, honey and spicy. They'll soon join the staple, Dijon, on grocery store shelves across the country.

One at a time, Robinson scoops a bit of each with a mini pretzel before chowing down and providing feedback. He takes the latter seriously, too, giving his honest opinion on whether any tweaks need to be made before a final product is solidified. Its success equals his own.

Robinson's name became a concrete brand in August 2022 when Bijan Mustardson launched as "The Official Dijon of Bijan."

"It starts with a pun," co-founder David Hughes said. "That's how you get people to lean in. We knew we'd sell one bottle because everyone loves (Robinson). But we're like, 'Man, if we make this good and we can sell two bottles, we have a business.' And it went from there.

"The success that it has seen in 18 months is unbelievable. We sold mustard in every state in the entire United States."

Hughes and fellow co-founder Craig Allen run an advertising firm. When NIL opened a new realm of options in the sports world, they brainstormed ways to get involved — uniquely. They wanted to provide an athlete with a more hands-on experience, not just another endorsement opportunity.

Through the industry grapevine, Hughes and Allen heard about Robinson's down-to-earth nature. They took a chance and asked to meet. Robinson was hesitant at first but kept an open mind.

One convincing pitch later, the two parties shook hands on Bijan Mustardson, overlooking the Top Golf course in Austin.

"It started out as a fun job," Allen said. "But I think what we've all learned through the process is it's a lot of work to get it to what we're doing now, getting the mustard right, getting the distribution right. The fun part is when we get to make commercials. That's easy."

The mustard itself is manufactured in Eau Claire, Wisconsin, by a fourth-generation mustard family. Meaning, it's fresh. Bijan Mustardson isn't just slapping its label on an existing bottle.

According to its website, Bijan Mustardson can be found at 64 different locations. It's also available to purchase online, along with a variety of merchandise. In addition to the expected goods, such as hats, tees, cups, koozies and stickers, there are more unique items, like a flare, chainsaw, hang glider, jet ski and more.

Clearly, the brand of Bijan Mustardson is meant to reflect good vibes. That's how it started, and that's where it's meant to go.

"Eventually, we'd like to get this to where it's a product that gives back to student athletes in new ways," Hughes said. "Not just individual ones, but across genders, across sports. We don't think this has to be just a football mustard."

The possibilities of expansion seem endless. After the taste-testing, Robinson pitched ideas. Most are actually in the works and therefore hush-hush for now. Rest assured, Hughes and Allen mirrored Robinson's enthusiasm.

Bijan Mustardson began when Robinson was still in college, has carried into his professional career and will live on beyond his gridiron days.

"You can play for as long as you want to play," Hughes said. "We can do this until the end of time."

– HIS POTENTIAL –

To appreciate the brand Robinson has built, one must remember he is only 22 years old. He was thrust into the public eye at age 19. Everything above developed in the span of four years.

"All the things I've done," Robinson said, "I've tried to do it the right way."

There was no roadmap for Robinson to follow. His class was a guinea pig for NIL. His foundation was an independent endeavor. And his mustard was the first of its kind.

Yet, despite the pressures that come with the privileges and responsibilities that have and will continue to surface, Robinson hasn't lost sight of who he is.

"Yeah, I still feel 22," Robinson said. "I have friends who always remind me, 'Bro, you're young. Enjoy your time. Obviously you have your whole life to live, but enjoy these moments, enjoy the young moments. You're doing some special things as a 22-year-old kid. Just know that you don't need to live like you're 30 years old or like you're 40. You just stay in your moments and stay in your present.'"

One day, Robinson will have to hang up his cleats. It's inevitable for everyone.

Now, something that can't be said about everyone: Robinson shouldn't fear the unknown that follows retirement.

His brand is on a trajectory where he need not worry.