Following the recent news of Mark Cuban and others investing $2 million in Campus Ink, the Chicago-based branded merchandise outlet has penned a deal with Meta. Campus Ink’s “partnership activation” with Meta aids college athletes in debuting their custom merch on Instagram using shoppable Reels. This allows users to purchase items in-app.

“We are thrilled to partner with Meta and provide this outstanding opportunity to our athletes,” says Steven Farag, co-owner/CEO of Campus Ink, in a press release. “We believe retail is about more than just selling a shirt. It’s about telling a story and creating an emotional connection with an audience. Meta provides immeasurable resources for our athletes to be their own entrepreneurs while enhancing the shopping experience of their purchasers from discovery to sale.”

The athletes’ custom merch varies from retro to modern looks and even expands into messages unrelated to the sport they play.

Purdue baseball’s Cam Thompson showcases his merch via Reels, allowing users to tap the “View Products” button and quickly buy a T-shirt without ever leaving the app.

Illinois soccer’s Sydney Stephens launched her personal brand MVND BVND in the spring of 2022, building it through merch drops and social activations.

The activation is expected to continue through the first week of December.