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The NCAA’s name, image, and license rules—which went into effect last year and have since allowed college athletes to make money by advertising brands and marketing their own—are also a boon to sportswriters. There tend to be two prevailing questions vis-à-vis star players: how did they get where they are, and where are they headed? Now bespoke logos and hashtag-optimized credos tell us the answers, or at least get partway there.Earlier this month, in a hallway of Kansas City’s Municipal Auditorium—site of the Big 12 Women’s Basketball Championship—I asked NaLyssa Smith about her iPhone case. Baylor’s star power forward had spent the season hoarding accolades: first-team All-American (for the second straight year), conference player of the year (ditto), the consensus first or second pick in…
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