Charcoal company Kingsford is taking aim at the NCAA with their latest bag branding.
The company is using the image of Ed O'Bannon — the former UCLA forward whose image and likeness lawsuit led to the O'Bannon v. NCAA case that saw a judge rule against the collegiate organization last summer — and paying him for it.
The bag's design contains the hashtag #PayEd and throws shade with the message "Lights 25 percent faster. Doesn't burn athletes."
Kingsford even released a statement that is equally fun:
"Kingsford Charcoal has become one of the many companies to use the likeness of a former amateur basketball player for marketing purposes during that mad, mad month of March. Kingsford is just adding a surprising twist: the charcoal brand is actually going to pay that player — Ed O'Bannon — for placing him on the front of a limited bag of charcoal."
- Molly Geary