THE DROP
Insights, launches, and strategy from inside the creator economy.
NOTES FROM THE EDITOR
From plush drops to football gear to a brand identity shift happening across the board—here’s what we’re breaking down:
🔄 Product > Personality? – Why more creators are putting the spotlight on the product rather than themselves—and what that means for long-term brand equity.
🧸 PrestonPlayz’s Plushie Play – How a YouTuber turned a cuddly character into a retail-ready product line.
🏈 Kurt Benkert’s Football Brand – A former NFL QB builds a football brand rooted in performance and personal grit.
Stay with us as we track the trends shaping the next generation of creator-led commerce.
Let’s get into it.
☕ Feature Story
Are Brands Valuing Creators as Much as They used to?
This one may be controversial, but last week one of our editors proposed an interesting question: Are creators still as valuable to brands as they were 3 to 5 years ago?
It’s a fair ask—and one worth unpacking.
Over the past few years, we’ve watched the influencer-brand relationship evolve. In the early boom of the creator economy, being a recognizable face with a loyal audience was often enough to land a brand deal, product line, or licensing opportunity. But lately, something’s shifting.
It seems like the market’s getting saturated. Everywhere you look, there’s a celebrity or influencer promoting something—another skincare serum, another protein bar, another tech gadget. Brand partnerships used to feel exclusive, even newsworthy. Now, they’re just part of the scroll.
We aren’t going to call any brands out specifically, but I am sure you can think of a few.
Look at Instagram ads or TikTok integrations today: you’ll see the same products being pushed by dozens of creators, often reading from the same talking points. What used to be a strategic collaboration now feels more like mass distribution.
It’s not that creators have lost their value—it’s that there are so many of them that the impact of any single deal has started to dilute. Brands that once centered entire campaigns around one personality are now spreading their budgets across five, ten, sometimes fifty smaller activations.
If the current landscape tells us anything, it's that brand deals—at least in their traditional form—are reaching a saturation point. As audiences become more ad-savvy and attention becomes harder to earn, the value of simple name-drop endorsements is starting to erode.
What we’re likely to see is a shift in structure: ads that center the product, not the creator. In this new model, the creator becomes a bridge—a trusted entry point—but not the centerpiece (As we will note in the rest of this article). The focus is on the product’s merit, utility, or innovation, and the creator is there to introduce it in an authentic way, not carry the entire weight of its credibility.
At the same time, creators are waking up to the long-term power of ownership. Instead of just lending their likeness for a one-off fee, more are beginning to ask: Why not own a piece of what I’m promoting?
That means equity deals. Revenue share. Strategic partnerships. And yes, eventually, fully-owned product lines—but built with intention, not hype.
The creator economy isn’t dying. It’s maturing. And in the next few years, we’ll likely see fewer “get-the-bag” brand deals and more product-driven collaborations where the creator plays a strategic role—not just a promotional one.
🕶️ Old Brand Spotlight??
NFL QB Turns Spotlight into Startup Gold
One NFL player decided that leaving the league wasn’t the end of his story—it was just the beginning.
After stepping away from professional football, Kurt Benkert set his sights on something bigger than the game itself: building a legacy that could outlast his time on the field.
Benkert, who spent time with teams like the Falcons, Packers, and 49ers, quickly transitioned into content creation, launching a YouTube channel that has steadily grown a loyal audience over the past few years.
His content breaks down the game in a way that’s both insightful and accessible, making high-level football feel understandable—even for casual fans. From film analysis to personal insights into the life of a pro athlete, Benkert carved out a niche where authenticity meets expertise.
But his journey didn’t stop with content.
Kurt is also the founder of The Dime Lab, a premium football brand born from the same passion that drove his playing career. Frustrated by the lack of high-quality, game-ready footballs available to everyday players, he spent months prototyping and refining the perfect throw. The result is a product line that combines pro-level performance with everyday accessibility—designed for athletes, coaches, fans, and weekend warriors alike.
What makes The Dime Lab stand out isn’t just the product—it’s the story behind it. Every stitch reflects the insight of someone who’s thrown thousands of passes at the highest level. And every sale reflects a deeper shift happening in the world of athletes and creators alike: a move toward ownership, storytelling, and brand-building beyond the game.
“I knew I'd be able to sell it through my social media, through YouTube, TikTok, all that, as long as it was good quality” - Kurt Benkert
As Kurt continues to expand both his brand and his media presence, one thing is clear: stepping off the field hasn’t slowed him down—it’s only widened his impact.
📌 Major Takeaway:
Kurt Benkert is proving that a post-NFL career doesn’t mean fading out—it means leveling up. By turning his deep football knowledge into content and his passion into product, he’s redefining what it means to be a modern athlete: part creator, part founder, all in on ownership.
🐯 Legacy Check-In
PrestonPlayz Is Making Plushies—And Big Moves
PrestonPlayz has been on YouTube since before many even knew what the platform was.
From Minecraft speedruns to lava parkour and fire-themed challenges, he’s built an entire universe—one filled with high-energy edits, family-friendly chaos, and a fanbase that spans generations of gamers.
Now, he’s turned that digital world into something you can actually hold.
Preston just dropped a custom plushie, and while it might look like a soft toy, it’s actually a masterclass in branding. This isn’t just about selling merch—it’s about giving fans a piece of the character and story they’ve grown up with. For a creator who’s built an empire on personality and consistency, this plushie hits all the right notes: it’s collectible, it’s cute, and it’s deeply Preston.
Preston isn’t just riding the wave of creator merch—he’s building a brand that feels more like Pixar than a YouTube channel.
📌 Major Takeaway:
By turning his digital identity into a physical character, Preston is showing what long-term creator branding really looks like: emotional, evergreen, and quietly brilliant.
Thank you for reading week 7 of The Drop!
Our team works very hard to bring these stories to life, and we are always looking for interesting stories to feature. Please reach out if you have a story that may entice us :)
— The Donavelli Team