Physical Address
304 North Cardinal St.
Dorchester Center, MA 02124
Kansas State’s Coleman Hawkins Opens Up About Emotional NIL Pressure Amidst Team Struggles
The implementation of the name, image, and likeness system in college athletics has transformed the landscape for student-athletes, enabling many of them to profit from lucrative brand partnerships. Some young athletes enter college already banking millions. However, the situation is not without its downsides, as demonstrated by Kansas State’s Coleman Hawkins.
After the Wildcats’ disappointing loss to the Baylor Bears, ending their 2024-25 season with a score of 70-56 in the Big 12 tournament, Hawkins found himself in a challenging emotional state. Following the game, Kansas State’s head coach Jerome Tang shared that the team likely would not accept a bid to participate in a consolation tournament, such as the NIT or the new College Basketball Crown tournament in Las Vegas.
Hawkins, who transferred from the Illinois Fighting Illini, had high expectations to lead his new team to the NCAA tournament. His previous season included an impressive Elite Eight appearance, creating significant anticipation among fans and analysts alike. Additionally, Hawkins declared for the NBA Draft but opted to return to college, reportedly receiving $2 million as part of his transfer to Kansas State.
Despite these high-stakes circumstances, Hawkins struggled to replicate his past success. Over the current season, he averaged 10.7 points, 6.9 rebounds, and 4.3 assists per game, with shooting percentages of 40.1% from the field and 30.3% from beyond the arc. In contrast, his previous season statistics at Illinois included averages of 12.1 points, 6.1 rebounds, and 2.7 assists, with a more commendable shooting accuracy of 45.1% from the field.
The downslide in performance coupled with unmet expectations resulted in significant pressure on Hawkins. During a poignant moment post-game, Hawkins openly expressed his feelings of disappointment, which struck a chord with both fans and media. He stated, “These guys haven’t experienced some of the things I’ve experienced,” while addressing the backlash he faced throughout the season.
In a visibly emotional moment, Hawkins continued, “I really wanted to come in and impact the program. I’m sorry for crying, but, s—, this s— hurts. I feel like I let a lot of people down. I feel like I did a poor job of letting people talk about me. It affected my play. It was happening all year.” He reflected on the difficult task of trying to block out negativity that ultimately hindered not only his performance but also the team’s success. Hawkins expressed a desire to learn from this experience for the future of the program.
Having completed his fifth year of college, Hawkins now faces the reality that his playing career at the collegiate level has come to a close. As he moves forward, the possibility of declaring for the NBA Draft once again looms on the horizon. The emotional turmoil he experienced highlights a broader issue within the current sports culture tied to the NIL framework.
The rise of the pay-to-play model has complicated the relationship between athletes and fans. Just as professional athletes who enter high-value contracts face soaring expectations, college players like Hawkins find themselves under similar scrutiny. Fans expect considerable performance from high-earning athletes, and when expectations are not met, the criticism can be swift and harsh.
Hawkins’ admission to having struggled with negativity throughout the season illustrates the mental health challenges many athletes face today. The demands put on these young players can be overwhelming, particularly in a system that continues to evolve.
As the conversation surrounding NIL continues, issues regarding mental health and athlete welfare must remain at the forefront. While financial gains can provide immense opportunities, the pressure to perform can weigh heavily on young shoulders. The case of Coleman Hawkins serves as a reminder of the human element underlying competitive sports.
The world of college athletics is undergoing a significant transformation. Going forward, it will be essential for the systems in place to adapt to the new realities, prioritizing not only the financial success of student-athletes but also their overall well-being. As Hawkins takes the next steps in his career, he leaves behind valuable lessons that could benefit future athletes navigating similar paths.
This story highlights the complexities athletes face as the landscape of college sports continues to shift. The dual challenges of high expectations and emotional strain create a pressing need for dialogue about support structures for student-athletes in this new era.
