Columbia, SC — Phenom Elite, the performance-driven football brand built for the next generation of athletes, today announced a long-term influencer and athlete partnership with James Everett Jr., widely known as @RouteGod—one of the most influential trainers and creators in modern football culture.
The partnership formalizes and expands a relationship that has been building organically for years. RouteGod has previously worked with Phenom Elite through product collaborations, training content, and athlete integration. This new agreement marks a deeper, long-term commitment focused on storytelling, product innovation, and authentic on-field representation.
“RouteGod isn’t just a creator—he’s a developer, a teacher, and a culture driver,” said Phenom CMO Ray Dietrich. “He’s the embodiment of what we call a Phenom athlete: someone who lives the work, understands performance, and moves the culture forward. This partnership takes what we’ve already built together and puts real structure and scale behind it.”
A former collegiate wide receiver, Everett rose to prominence by documenting elite-level route-running instruction and translating high-performance training into content that resonates from youth football to the professional ranks. His hands-on training resume includes work with NFL and elite-level athletes such as George Pickens, Xavier Legette, Odell Beckham Jr., Demario Douglas, Deonte Thompson, and numerous other professional, collegiate, and top high school prospects.
Beyond training, RouteGod has collaborated with major brands across football and lifestyle, including participation as part of Under Armour Football’s Team UA, appearing in branded content and commercial shoots that highlight his influence as both a performance technician and cultural voice within the game.
Under the new partnership, RouteGod will serve as one of the lead performance and culture ambassadors for Phenom Elite, collaborating on product drops, athlete seeding, training-driven content, and storytelling across digital, social, and retail platforms. The emphasis will remain on authenticity—products tested in real training environments, worn by real athletes, and built for how the game is actually played.
“This isn’t a one-off campaign,” said Everett. “Phenom understands development, grind, and football culture at a real level. We’ve worked together before, but this is long-term and intentional. It’s about building something that truly represents the athlete.”
The partnership reinforces Phenom Elite’s commitment to athlete-first innovation and its mission to empower creators and performers who live the game—not just market it.
Phenom Elite® — For the Next Generation.
Contact:
Ray Dietrich
CMO, Phenom Elite
raydietrich@phenomelite.com
About Phenom Elite
Founded in 2013, Phenom Elite has grown from reimagining gloves for collegiate athletes to becoming a leading force in the sports performance industry. With innovative designs, officially licensed collections, and partnerships with elite trainers nationwide, Phenom continues to elevate athletes with performance gear that stands out on and off the field.
Phenom Elite backplates, gloves, cleats, and other high-performance football gear are available at www.phenomelite.com
