Fan Friday: Reece Beekman Teams Up With Rhoback

Reece Beekman elected to return to Virginia this season and the men’s basketball team jumped out to an 8-1 start with him in a leadership role. Beekman has averaged 11.6 points with a team-leading 52 assists and 25 steals to go with it so his play obviously been a big boost to the men’s basketball program.

Rhoback, the high-end lifestyle activewear company founded by UVA Darden School of Business alumni Matt and Kristina Loftus alongside Kevin Hubbard, sees Beekman as someone that can boost their team too. The company added Beekman as a member of its Rhoback U program to become Beekman’s official apparel sponsor. The name, image, and likeness deal was announced by the Charlottesville based company on Thursday.

“We are excited to join Reece Beekman’s team as his official apparel sponsor. As a leading face of Rhoback U, the Milwaukee native will lead the program this basketball season and continue to be one of UVA’s key foundational leaders,” the company said in a statement. “Reece’s love for the game and desire to continuously improve year after year has been evident to us as we’ve been fortunate enough to watch and follow his journey as a UVA athlete. We couldn’t be more excited to introduce Reece to the Rhoback community, while continuing to connect with the UVA community. Be on the lookout for fun content, showcasing both Reece’s impressive talent and fun personality. We are proud to be a part of his team as he helps take Rhoback U to the next level.”

Beekman said in a statement that he is excited to join the brand.

“I am excited to have Rhoback as my official apparel sponsor this season and to become a leading face of their Rhoback U program,” Beekman said. “As a Charlottesville based company, they’ve been no stranger to UVA athletics, so it feels natural to partner with them as Rhoabck U has become one of the largest college apparel programs in the country. As a leader in the NIL space, they continue to set the standard with high quality apparel and exciting content. I am extremely excited to support a local Charlottesville business, while helping spread their #craveactivity motto with my teammates, fans, and the broader Central Virginia area.”

Rhoback released an officially licensed line of UVA gear this year. Read more about it in this UVA Today article. Fans interested in the company’s activewear can use this specific commission link that offers 15% off to new customers on their first purchase while earning Beekman a portion of the net sales.

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  1. This is fantastic. I have watched every moment of Reece’s play from Europe (which means, often until dawn’s early light and I believe he deserves the best of the best of everything. It is so gratifying to see him take over without hindrance from his own backcourt. Wishing him more than well, and feeling long-term grateful to him.

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