Athletes
We work with a small number of athletes at a time. This is what the work produces when the athlete, the family and the plan all pull in the same direction.
Flagship client
Five-star tight end, the No. 1 player in North Carolina's 2027 class and the No. 2 tight end in the country. Committed to the University of Georgia in April 2026 over a final group of Notre Dame, Miami, Clemson and Texas, then signed an NIL deal with Nike in July. Also the Charlotte Observer's overall Player of the Year for 2025–26 — a two-sport athlete who averaged a double-double on the basketball court in the same year.
The profile
Jaxon Dollar is a basketball-first athlete who became one of the most productive tight ends in the country on Friday nights. At 6′5″ and 235 pounds he plays the position the way it is being used at the next level — split out, in the slot, matched on safeties — and he does not come off the field, lining up at defensive end on the other side of the ball.
As a junior in 2025 he caught 54 passes for 1,190 yards and 20 touchdowns while adding 38 tackles, 13 tackles for loss and five sacks. Five games into his senior year he already has six sacks and nine tackles for loss to go with 598 receiving yards and seven scores. He committed to the University of Georgia on April 30, 2026, choosing the Bulldogs from a final group of Notre Dame, Miami, Clemson and Texas, out of more than forty offers. In July 2026 Nike signed him to its NIL roster, one of nineteen high school and college athletes named in a single announcement.
He is also, in the same academic year, the Charlotte Observer's overall Player of the Year — an award that spans every sport in the region — after averaging 21 points, 10.3 rebounds, 6.3 assists and 3.2 steals in basketball.
Live tracker · 2026 senior season
Updated September 23, 2026. Every number below is one a published source printed. Anything a source has not printed shows a dash rather than an estimate.
| Game | Result | Rec | Yards | TD | Defense |
|---|---|---|---|---|---|
| Week 1 · Aug 21 at South Iredell | W 35-7 | 4 | 56 | 0 | 4 tackles, 1 TFL, 1 sack |
| Week 2 · Aug 28 at Providence | W 26-24 | 8 | 195 | 1 | 3 tackles, 2 TFL, 2 sacks, pick-six |
| Week 3 · Sep 4 at Newton-Conover | W 35-0 | 11 | 165 | 1 | 3 tackles, 2 TFL, 2 sacks |
| Week 4 · Sep 11 at Bandys | W 42-15 | 2 | 50 | 2 | 3 tackles, 1 TFL |
| Week 5 · Sep 18 vs North Lincoln | W 35-8 | 5 | 132 | 3 | 10 tackles, 3 TFL, 1 sack |
| Season to date 5 games | 5-0 | 30 | 598 | 7 | 23 tackles, 9.0 TFL, 6.0 sacks |
Touchdown count of 9 includes 7 receiving, 1 rushing and 1 on defense.
Week 2 — Named East Lincoln player of the game. Game was suspended in the third quarter and completed the following night. He also carried ten times for 56 yards.
Week 3 — Conference opener and a shutout.
Week 4 — Two touchdowns on two catches, including a 48-yard score.
Week 5 — Three receiving touchdowns and a rushing touchdown, with a season-high ten tackles on defense.
Game-by-game figures are those entered by the East Lincoln coaching staff and published on MaxPreps, last updated September 20, 2026. Earlier in the season MaxPreps and Prep Redzone listed 160 receiving yards for the Providence game while the Fayetteville Observer listed 195; the coaching staff's entry now reads 195, so that is the figure shown. East Lincoln is 5-0 with 173 points scored and 54 allowed.
High school stats are entered by coaching staffs, so the official feeds move before any recap does. These are the pages that update first.
These are the only two accounts we confirm as his. If an account is not on this list, it is not him, and brands should not treat it as a channel.
Partnership and media requests go through Dollar Performance, not through direct messages. Contact us.
On the record
Three varsity football seasons on both sides of the ball, with a Player of the Year basketball season in the middle of them.
| Season | Rec | Yards | TD | Tackles | TFL | Sacks | Team result |
|---|---|---|---|---|---|---|---|
| Sophomore (2024) | 13 | 224 | 6 | 32 | 1.0 | 3.0 | — |
| Junior (2025) | 54 | 1,190 | 20 | 38 | 13.0 | 5.0 | 10–2, NCHSAA 5A playoffs |
| Senior (2026) | 30 | 598 | 7 | 23 | 9.0 | 6.0 | 5–0, in progress |
| Career to date | 97 | 2,012 | 33 | 93 | 23.0 | 14.0 | Through five games of 2026 |
Senior season through five games. Also this season: one interception returned 12 yards, five quarterback hurries and 58 rushing yards with a touchdown. Career totals include 20.7 yards per catch, eight passes defended, two fumble recoveries, three forced fumbles and a blocked field goal. Statistics via MaxPreps, entered by the East Lincoln coaching staff and last updated September 20, 2026.
Foothills 4A/5A Conference Player of the Year and NCBCA District 10 Player of the Year in 2025–26, averaging 21 points, 10.3 rebounds, 6.3 assists and 3.2 steals while East Lincoln went 22–5 and reached the NCHSAA regional finals. He holds Division II basketball offers as well.
Earned the “Alpha Dog” title for the best individual performance of the day at Nike's The Opening Finals in Beaverton, Oregon in June 2026 — eight receptions, 117 yards and four touchdowns in 7-on-7 play.
Offers from Georgia, Clemson, Notre Dame, Miami, Texas, Oregon, Ohio State, Florida, LSU, Texas A&M, NC State, North Carolina, Auburn, Tennessee, South Carolina and more. Georgia head coach Kirby Smart flew in by helicopter to see him during the process.
Off the field
Everything below was built before it was needed, which is the entire point.
One of nineteen high school and college athletes Nike signed in a single announcement, selected out of the field at The Opening. The deal includes the opportunity to help design a custom Nike Air Max. Terms were not disclosed publicly and we do not disclose them.
A U.S. trademark application for “Jaxon Dollar” (Ser. No. 99213510) was filed so the equity in the name belongs to the athlete rather than to whoever prints it first. The identity, wordmark, press kit and partnership one-sheet were all built in-house.
Jaxon works with the Rally Foundation for Childhood Cancer Research, an Atlanta-based charity run by friends of the family. Community work is part of the plan from the start, not a reaction to something going wrong.
Every agreement is reviewed against NCHSAA rules and North Carolina law before it goes to a parent for signature, with the disclosure language written into the contract rather than left to a caption. How we handle compliance.
Film & media
Highlights, the commitment announcement, and interviews — all published by third parties.
Press kit
Built and maintained by Dollar Performance. Free to download and free to use in coverage of Jaxon — no request form, no waiting on an email.
Media kit
Jaxon Dollar — Press Kit
Four pages: profile and bio, season-by-season statistics, accolades, off-field and NIL background, photo usage terms and direct contact. Every claim sourced.
PDF · 4 pages
For brands
NIL Partnership One-Sheet
The single page we send to brand marketers: audience, positioning, category fit and the compliance framework a partnership has to run through.
PDF · 1 page
Imagery
Photo pack
Seven approved photographs — game action, sideline, studio portrait and basketball — supplied by the Dollar family and cleared for editorial use, plus the Dollar Performance logo files.
ZIP · 7 photos + logos
Media use. Photographs of Jaxon are supplied by the Dollar family and cleared for editorial use in coverage of Jaxon Dollar with credit to Dollar Performance. They are not licensed for commercial or advertising use without written permission. “JAXON DOLLAR” is pending U.S. trademark registration and the Dollar Performance name and logo are trademark-protected. For anything not covered here, email [email protected].
For brand partners
We built a separate page for marketers — audience, category fit, campaign concepts and the compliance path a high school NIL partnership has to follow. It is the same material as the one-sheet, with room to explain itself.
How we choose
Not because of talent. Because the plan only works when everyone involved actually wants to run it, and it is better to say that at the start than to discover it in year two.
We are not projecting five years out. We look for an athlete already drawing legitimate college interest, or clearly about to, in football, basketball or any sport where the Southeast recruiting pipeline is real.
Every agreement involving a high school athlete is signed by a parent or guardian. If a family does not want to be involved in the decisions, we are the wrong firm.
Brand building is work — content, appearances, disclosure, follow-through. The athletes this goes well for are the ones who treat it like part of training rather than a reward for it.
Rankings, statistics and awards on this page are drawn from published third-party reporting: 247Sports, On3 / Rivals, The Charlotte Observer, Observer Player of the Year, The Gaston Gazette, The Atlanta Journal-Constitution, 247Sports at The Opening, UGA Wire and WSOC-TV. Rankings move during a recruiting cycle; figures reflect the most recent reporting available. Dollar Performance does not publish deal values for any client. Photographs of Jaxon are supplied by the Dollar family. Atmospheric section imagery elsewhere on this site is original editorial art. Dollar Performance is not affiliated with, sponsored by or endorsed by Nike, the University of Georgia, the Southeastern Conference or any other organization named on this page.
Now accepting evaluations
Football, basketball, men's and women's programs — if the athlete is drawing college interest anywhere in the Southeast, we want to see the film.
