🏅Arizona State DB Myles "Ghost" Rowser's unique approach to NIL

Hi everyone,

Today, we’re trying something new: a Q&A with an athlete who’s involved in NIL and trying to take a unique approach to his branding and the deals he makes. You’ll hear direction from Myles Rowser about his NIL approach, and I think you’ll be intrigued.

Also, if any athletes are reading and are interesting in being featured in a similar type story, please reach out to [email protected]. We’d love to hear from you!

— Joan

Arizona State DB Myles "Ghost" Rowser's unique approach to NIL

by Chase Brown

Myles Rowser’s nickname is “Ghost,” but his presence on and off the field is no illusion.

A four-star recruit in the 2022 class, Rowser’s football career has taken him from Campbell (which competed at the time in the FCS’s Big South Conference) to New Mexico State and finally to Arizona State, where he started all 14 games and led the team in tackles in 2024. When the 6-foot-1, 190-pound safety runs it back with the Sun Devils in 2025, he hopes for a season full of “health and wealth,” he said, as Kenny Dillingham’s squad looks to return to the College Football Playoff and contend for a national championship.

While tackles and titles could define his legacy in football, Rowser also hopes to leave a lasting impact beyond the sport through entrepreneurship, mentorship and community outreach.

In an interview with NIL Wire, Rowser discussed how he and his representatives at MET Agency Sports orchestrated a unique, equity-based deal with Liquid Fuel, a hydration company in Scottsdale. He also shares his passion for paying it forward, using his NIL platform to launch a free youth camp in Tempe and to sponsor youth football jerseys in his hometown of Belleville, Michigan.

NIL Wire: Your football career has taken you from the Midwest to the Southeast to the Southwest. What did that journey teach you about who you are as a football player and person, and how has that shaped your mindset in the NIL space?

Rowser: The journey started off with maturing. I actually needed to be a student-athlete, taking academics and football more seriously. In high school, things weren’t as structured, so by my freshman year in college, I was focused on maturing, managing my time and being organized. I’ve carried that with me since then and into each of my partnerships.

NIL Wire: One of your more unique NIL partnerships is with Liquid Fuel. How does it work?

Rowser: This year, I am focused on health and wealth with NIL and football in general. My partnership with Liquid Fuel is equity-based — I’m taking equity with a gummy snack, a hydration gummy, that you should take before a workout. I take it, and I honestly feel like it makes me more relaxed.

NIL Wire: Relaxed? What’s in this gummy?

Rowser: Energized. Energized. (Laughs.) The partnership, where I come in, I’m partnering with them to make the hydration gummy. My logo is a ghost. The hydration gummies will come in different packages with the ghost — a 12-count, 20-count, stuff like that — and I’ll make a portion from each of the ones sold. It’s like a [pre-workout] powder you’re supposed to take before a workout. You feel more energized and ready to work out.

NIL Wire: You said your logo will be on the packaging. How much creative liberty has Liquid Fuel given you to make the product your own?

Rowser: They are giving me a lot of freedom to be able to determine the direction of the product — you know, what flavors or what exactly I want with the snack. The packaging will have the Liquid Fuel logo on it, but it will have my logo, too. Everything on the package will be me, NIL-wise.

NIL Wire: Regarding the ghost logo, did someone design it for you, or did you design it yourself?

Rowser: This is a logo I trademarked. It’s the NIL logo I’ve been using to represent me, and it’s fully made by me. It means a lot to have one because I cannot only use my face, but I can use my logo as well. I can put my logo on anything. It doesn’t have to even be football or sports-related. I feel like it’s a great opportunity just to expand NIL-wise, getting my name out and just getting recognition.

NIL Wire: Is there anything else that makes your partnership with Liquid Fuel unique?

Rowser: The gummies aren’t out yet, but when the product drops, I will be able to sell the product on [Arizona State’s] campus through the campus stores. 

NIL Wire: What does it mean to you that Arizona State would provide that kind of platform for your product?

Rowser: The university wanting to do something like this is great. The product represents me, but it is honestly representing the university, as well. They are showing the creativity of someone like me going to their school. It was honestly just amazing to see how they wanted to work with me and beyond me.

NIL Wire: Speaking of platforms, you have used yours to pay it forward in several ways. What drives you to do that?

Rowser: My mom was the only one there all my life. I lost my dad when I was 5 years old, so I didn’t really have a role model to lead me. Going into my freshman year of college, I started a foundation called C.A.N. [Collegiate Athlete Network] to help [college] athletes reach out and be a mentor for younger athletes. 

NIL Wire: You had a youth camp in Detroit not too long ago. What do you hope those kids and their parents saw in you?

Rowser: I hope they see me as a person who never gave up. I hope they never give up. You know, there were times when adversity hit the hardest, and all I did was keep going through the steps to get here. I hope they do the same. I hope they make it through life.

NIL Wire: From your performance on the football field to NIL deals and charitable endeavors, what legacy do you hope to leave behind at Arizona State?

Rowser: The legacy I want to leave behind is that I am a wholehearted person. I’m looking to give back to anybody in need. I am always invested in something that helps other people.

NIL Wire: Not everyone will have the pleasure of meeting you or interviewing you, but you can still impact them via social media. How do you use social media to tell the full story of who you are?

Rowser: With Instagram, I just try to make different posts. I post certain things, like the camp I did in Tempe. I got jerseys for my little league team [in Belleville] about a month ago and just posted that. Honestly, I just try not to put it in people’s faces, but I just show them what I’m doing and how I’m doing it. I hope people see it. That’s it.

NIL Wire: What advice would you give to an athlete looking to enter the NIL space?

Rowser: Find what you’re interested in first, then chase those brands. Make sure it aligns with your life and your interests, then go for it.

NIL Wire: How do you evaluate whether a brand is the right partner for you?

Rowser: You have to have a bond. That’s what I’m looking for. People I can connect with, not just the brand. You also need a contract that aligns with your goals. With most of the brands and NIL partnerships I have, there’s a contract. My agent looks over that, and if the contract aligns with what you and [the brand’s representatives] talked about, then that’s the brand for you.

NIL Wire: Arizona State made the College Football Playoff last season and took Texas down to the wire in the Peach Bowl. With your program looking to take the next step and compete for a national championship this year, how can that help your brand?

Rowser: College football brings a lot of attention. It felt like the whole world watched the Texas versus Arizona State game. Everybody will know about us this year, and since I’m one of the impact players, they will probably know about me. Well, I think they will know about me. (Laughs.) I hope that can lead to some more opportunities, both in NIL deals and chances to pay it forward.

Chase Brown is an Ohio State grad currently on staff at Eleven Warriors, an independent site that covers Buckeye sports.