Bijan Robinson: The Power of Example

Three unmarked jars sit in front of Robinson, each waiting to be taste-tested for the first time by the face of the franchise. Bijan Mustardson plans to release a trio of flavors in 2024: classic, honey and spicy. They’ll soon join the staple, Dijon, on grocery store shelves across the country.

One at a time, Robinson scoops a bit of each with a mini pretzel before chowing down and providing feedback. He takes the latter seriously, too, giving his honest opinion on whether any tweaks need to be made before a final product is solidified. Its success equals his own.

Robinson’s name became a concrete brand in August 2022 when Bijan Mustardson launched as “The Official Dijon of Bijan.”

“It starts with a pun,” co-founder David Hughes said. “That’s how you get people to lean in. We knew we’d sell one bottle because everyone loves (Robinson). But we’re like, ‘Man, if we make this good and we can sell two bottles, we have a business.’ And it went from there.

“The success that it has seen in 18 months is unbelievable. We sold mustard in every state in the entire United States.”

Hughes and fellow co-founder Craig Allen run an advertising firm. When NIL opened a new realm of options in the sports world, they brainstormed ways to get involved — uniquely. They wanted to provide an athlete with a more hands-on experience, not just another endorsement opportunity.

Through the industry grapevine, Hughes and Allen heard about Robinson’s down-to-earth nature. They took a chance and asked to meet. Robinson was hesitant at first but kept an open mind.

One convincing pitch later, the two parties shook hands on Bijan Mustardson, overlooking the Top Golf course in Austin.

“It started out as a fun job,” Allen said. “But I think what we’ve all learned through the process is it’s a lot of work to get it to what we’re doing now, getting the mustard right, getting the distribution right. The fun part is when we get to make commercials. That’s easy.”

The mustard itself is manufactured in Eau Claire, Wisconsin, by a fourth-generation mustard family. Meaning, it’s fresh. Bijan Mustardson isn’t just slapping its label on an existing bottle.

According to its website, Bijan Mustardson can be found at 64 different locations. It’s also available to purchase online, along with a variety of merchandise. In addition to the expected goods, such as hats, tees, cups, koozies and stickers, there are more unique items, like a flare, chainsaw, hang glider, jet ski and more.

Clearly, the brand of Bijan Mustardson is meant to reflect good vibes. That’s how it started, and that’s where it’s meant to go.

“Eventually, we’d like to get this to where it’s a product that gives back to student athletes in new ways,” Hughes said. “Not just individual ones, but across genders, across sports. We don’t think this has to be just a football mustard.”

The possibilities of expansion seem endless. After the taste-testing, Robinson pitched ideas. Most are actually in the works and therefore hush-hush for now. Rest assured, Hughes and Allen mirrored Robinson’s enthusiasm.

Bijan Mustardson began when Robinson was still in college, has carried into his professional career and will live on beyond his gridiron days.

“You can play for as long as you want to play,” Hughes said. “We can do this until the end of time.”