Every year, college football fans start circling the wagon, hopping aboard their respective colleges’ hype trains. But at the University of Texas, it might just be their year.

The Longhorns are starting the season ranked #1 in both the Associated Press and Coaches Poll. Whether or not they can ride that all the way to the College Football Playoffs lies at the feet of their QB1: Arch Manning. 

The football world has seen glimpses of Manning in his freshman year at Texas, where he took a backseat to Ohio State transfer Quinn Ewers. Those moments have been bright, stirring optimism among the ardent Longhorns fanbase. 

But they’re not the only ones betting on Manning this season. Over 1,700 miles away from Austin, eyewear company Warby Parker  (WRBY)  is placing a bet of their own, banking on who some are calling “the biggest college quarterback prospect ever” to bolster sales and attract a new wave of Gen Z consumers. It might pay off regardless of how far the Texas hype train goes this season.

On Tuesday, the company announced a three-year partnership with the scion in football’s most-storied dynasty. The deal will include TV ads and content alongside his father, Cooper, who committed to Ole Miss before a career-ending diagnosis. The deal will also include the launch of new eyewear collections and local initiatives in the Austin area.

Growth hasn’t been a problem for the eyewear company, which insists upon the label of “lifestyle brand.” In its latest quarterly showing, the company’s net revenue rose 13.9% to $214.5 million. It also raised its guidance for the year.

Warby Parker described it as a “first-of-its-kind partnership.” In the past, the company has partnered with celebrity figures like Emma Chamberlain and Jimmy Fallon. Manning has signed numerous name, image, and likeness (NIL) deals for his sophomore year.

With the partnership, Warby Parker becomes the latest retail name to embrace celebrity partnerships for growth. In recent months, American Eagle Outfitters  (AEO)  has appreciated a sizable stock bump from its celeb campaigns with Sydney Sweeney and Travis Kelce. Levi Strauss & Co  (LEVI)  has also seen a bump from its partnership with pop icon Beyoncé.