As one of the standout recruits of the 2025 college football season, Keon Young’s arrival at the University of Mississippi (Ole Miss) has already stirred excitement. But his story is one that offers more than just football prowess—it speaks to the ever-growing complexity of recruiting, the pressure on young athletes, and the storm of expectations he faces moving forward. Recently, Young reflected on his Under Armour All-American Game experience and shared insight into his upcoming journey at Ole Miss. However, his comments have raised a few eyebrows, particularly regarding his bold expectations, the culture of college football, and the commercialization of high school talent.
The Under Armour All-American Experience: More Than Just a Game
Young’s experience at the Under Armour All-American Game was nothing short of electrifying, but not in the ways most fans might assume. While the game itself was an impressive showcase of top-tier talent, Young’s reflections go beyond the athleticism displayed. The game, which is typically seen as a celebration of the nation’s best high school football players, also has its darker side—a pressure cooker that can mold young athletes in ways that may not always be positive.
“Playing in that game, you feel like the world is watching, and it’s almost like the weight of the future is on your shoulders,” Young said. While he acknowledged the thrill of competing with the best, he also mentioned the overwhelming pressure of trying to live up to not only the hype surrounding his name but also the financial stakes tied to his recruitment. The Under Armour All-American Game, while exhilarating, is a commercialization machine—turning young athletes into brand ambassadors long before they set foot on a college campus. Young’s words reflect the fine line between honor and exploitation.
Expectations at Ole Miss: Not Just a Dream, But a Business
As Young transitions from high school to Ole Miss, the expectations placed on him are as high as ever. With a four-star ranking and a coveted spot in Lane Kiffin’s system, Young is expected to contribute immediately. However, his outlook is far from typical. “I’m not just going to Ole Miss to play football,” he declared. “I’m going there to be a game-changer, to help the program break through into the elite ranks.” While such confidence is admirable, it touches on the controversial shift in college football—a shift where high school recruits like Young are not just seen as future stars but as the centerpieces of multi-million-dollar programs.
Ole Miss, under Lane Kiffin’s leadership, has been trying to assert itself as a powerhouse in the SEC, but the path to that goal is not just paved with wins and losses—it’s shaped by dollars, social media influence, and personal branding. Young’s own commentary about his ambitions reveals a troubling undercurrent in college sports: the idea that recruits like him are not simply representing a school but themselves as personal brands, with the business interests of NIL (Name, Image, and Likeness) deals playing a central role.
“You’re no longer just a player,” said Young. “You’re an asset to the program. And that means a lot of people are expecting you to deliver, not just on the field but off it too. NIL deals, sponsorships, social media—all that matters now.” While this may seem like the reality of the modern sports landscape, it’s a reflection of how the commercialization of college football has seeped into the very culture of recruiting.
The Downside: Mental Health, Expectations, and Burnout
While Young’s confidence and ambition are admirable, the reality of carrying such heavy expectations is far from easy. The increased emphasis on personal brand-building and immediate success has made it harder for athletes like Young to simply enjoy the game. Young, like many athletes before him, will likely face the crushing weight of media scrutiny, social media pressures, and the relentless drive for perfection. The mental health toll on athletes is real, and it’s a conversation that rarely comes up when fans talk about recruiting rankings and NIL deals.
Critics argue that we are now setting up a generation of players to face burnout before they’ve even fully reached their potential. While coaches and fans dream of titles and national recognition, players like Young are increasingly aware of the fine line between success and failure. “If I don’t come in and produce, the talk will shift,” Young admitted. “You have to be at your best every single day, or the hype dies down quickly.”
This culture—driven by the media, the universities, and the billions of dollars tied to college football—has created an environment where players are expected to be flawless, often at the cost of their personal well-being. Young’s experience at the Under Armour All-American Game and his words about his future at Ole Miss offer a sobering look into the reality of being a top-tier recruit in today’s climate.
A Final Thought: Is College Football About Football Anymore?
As Keon Young gears up for his time at Ole Miss, he carries with him not just the hopes of fans but the burden of an industry that has increasingly prioritized commercial success over the sport itself. While fans may expect nothing less than greatness from him, the deeper question remains: Are we truly cultivating athletes for the love of the game, or are we simply shaping the next generation of corporate-sponsored, high-profile commodities?
Keon Young’s journey will likely be full of triumphs, both on and off the field. But with the new-age pressures of recruitment, NIL, and media attention, his story will serve as a reminder of the complexities—and the controversies—that accompany modern college football.