Seth Trimble, a 21-year-old UNC basketball guard, has made history not on the hardwood — but behind the counter of one of America’s most iconic ice cream brands. Using his Name, Image, and Likeness (NIL) earnings, Trimble has officially become the youngest Ben & Jerry’s franchise owner in company history, turning his college athletic stardom into entrepreneurial legacy.
For years, critics of NIL argued that student-athletes couldn’t be trusted to handle endorsement cash responsibly. Trimble just proved them wrong.
From the Court to the Cone
Trimble, known for his explosive athleticism in Chapel Hill, could have easily followed the path of endorsement deals and flashy purchases. Instead, he chose something different: ownership.
“This isn’t just about me. It’s about building something that lasts long after basketball,” Trimble said in a recent interview. “Ice cream is community. It brings people together. And I wanted to invest in something that creates jobs and smiles.”
The young Tar Heel’s scoop into entrepreneurship comes at a time when NIL deals are transforming the college sports economy. Student-athletes can now leverage their fame into business ventures, and Trimble is part of a new generation rewriting the rules.
NIL and the New Playbook
NIL changed the game in July 2021, when the NCAA finally opened the door for student-athletes to earn from endorsements, sponsorships, and personal brands. Since then, stars across the country have inked six-figure deals, launched clothing lines, and cashed in on social media influence.
But few have done what Trimble just accomplished: using NIL dollars not for short-term spending, but to secure long-term financial stability.
According to reports, Trimble invested a significant portion of his NIL earnings into securing his Ben & Jerry’s franchise, with the brand embracing the move as a reflection of its values of youth empowerment and social responsibility.
A New Kind of Franchise Player
Owning a Ben & Jerry’s isn’t just about scooping ice cream. It’s about carrying the weight of a brand known for activism, social justice, and pushing cultural conversations as much as cookie dough chunks.
Trimble understands the symbolism.
“Ben & Jerry’s has always stood for something bigger than ice cream,” he said. “And as a young Black entrepreneur, I want to show other athletes and kids from communities like mine that we can own businesses, not just work in them.”
Experts agree Trimble’s move could signal a wider trend. Dr. Mary McMillan, a sports business analyst at NC State, said, “What Seth is doing is reshaping the NIL conversation. He’s showing that these deals aren’t just about sneakers and Instagram. They’re about generational wealth.”
What It Means for Durham and Beyond
Trimble’s franchise will open in the Triangle region — a move that local leaders say could boost both the economy and morale. With Durham, Raleigh, and Chapel Hill serving as hotbeds for both sports and social change, a Trimble-led Ben & Jerry’s could quickly become a community staple.
“Durham has a long history of Black business ownership,” said local historian John Hope Williams. “From Parrish Street’s Black Wall Street to modern entrepreneurs, Seth’s decision to plant his flag here is both symbolic and practical. It ties the legacy of athletic excellence to economic power.”
Why It Matters
At just 21, Trimble is already thinking beyond basketball. Whether his pro career takes off or not, he’s created a blueprint for financial independence. And in a sports culture where too many young stars flame out financially, that’s a game-changing move.
It’s also a warning shot to critics who still believe NIL is a dangerous experiment. In Trimble’s hands, NIL is not chaos. It’s capital. It’s not reckless. It’s revolutionary.
What’s Next
As the soft opening nears, Trimble says he’ll be balancing basketball practices with training sessions in customer service, hiring, and management. The dual life of student-athlete and entrepreneur won’t be easy. But Trimble insists he’s ready.
“Look, basketball will always be my passion. But this? This is my future. This is my legacy.”
And just like that, Seth Trimble is serving notice — and scoops — that he’s more than an athlete.
