Boise State running back Ashton Jeanty is rapidly emerging as one of the “it” names in College Football this season. The 5’9″ junior who grew up in Naples, Italy, is threatening a series of Barry Sanders’ all-time collegiate rushing records.

Jeanty’s odds to win the Heisman Trophy have jumped from around +5000 a month ago to +220 today, making the 20-year one of the favorites.

His strong play has also coincided with a jump up the NIL earnings rankings. Jeanty has climbed all the way up to 46th in On3’s Top 100 NIL earning potential at $908,00.

It’s rare for a player from the Mountain West conference to rank so high considering most of the list is littered with big names from the Group of 4.

Jeanty is dramatically behind some of his Heisman rivals from bigger schools, including Shadeur Sanders from Colorado (first at 5.8 million), Travis Hunter from Colorado (third at 3.3 million), and Jalen Milroe of Alabama (fifth at $2.5 million).

The Boise State star carried the ball 13 times for 186 yards and three touchdowns — all in the first half — in a 62-30 blowout victory over Utah State on Saturday.

That brings Jeanty up to 1,031 rushing yards and 16 rushing touchdowns on a staggering 10.9 yards per carry. He is slightly off the record base but within contention to eclipse former Oklahoma running back Barry Sanders’s marks of 2826 yards and 37 touchdowns.

Jeanty is looking to cash in some of his production on the field. The running back recently launched the “Deuce” collection (referencing his nickname) last week, featuring T-shirts, crewnecks, sweatshirts, and more bearing his likeness.

Jeanty’s coach Spencer Danielson had nothing but praise for his star running back following the win over Utah. “First off, Ashton Jeanty? Best player in the country. Next question.”

“I believe that he’s going to be in New York for the Heisman [ceremony],” he continued. “I believe that because I see him work because I see the teammate that he is.”

At 4-1, Boise State has climbed up to 17th in the AP Rankings. That puts them in contention to be the highest-ranked Group of 4 teams and guarantees them a spot in the expanded College Football Playoffs.

For Danielson, the team’s success on offense starts with Jeanty. “There are no egos in our offense or on our team,” he said of his squad.

“It’s, ‘What does the team need?’ That’s what we’ve got, especially when it’s led by a guy like Ashton Jeanty. He was waiting for me on Tuesday before practice to find out if he could get on special teams.”