Author
Samuel
Category
Blog ContentUpdated on
2024-09-27
Deshonne Redeaux, a highly recruited high school running back, is making strides both on and off the field. Alongside his father, Russell Redeaux, a seasoned entrepreneur, he's co-founded OTSS (Only The Strong Survive), a growing apparel brand that’s gaining momentum in the rapidly evolving NIL space. Combining athletic excellence with entrepreneurial drive, Deshonne and Russell are building a business that embodies strength, resilience, and the pursuit of greatness. Here’s how the father-son duo is creating a lasting legacy with OTSS.
Deshonne Redeaux, a standout high school running back, is not just making waves on the football field. Alongside excelling in the classroom and fielding scholarship offers from top college football programs, Deshonne is also growing a brand with his father, Russell Redeaux. Their joint venture, OTSS (Only The Strong Survive), is an apparel brand that has quickly branched out and capitalized on recent NIL (Name, Image, Likeness) changes in college sports. Together, the father-son duo is building a business while leaving a lasting legacy.
Deshonne is one of the most heavily recruited athletes in the nation, with offers from prestigious football programs like USC, Oregon, Ohio State, and Alabama. But his success isn’t limited to athletics. He’s also a passionate entrepreneur, growing OTSS with his father, a seasoned media and marketing executive. Deshonne, a four-star recruit with a 10.42 record in the 100-meter dash, balances his rigorous training with the responsibilities of being a co-founder and brand ambassador for OTSS.
For Deshonne, the biggest challenge he’s faced in growing the business hasn’t been managing his time or the workload but overcoming self-doubt. “When you’re presenting new ideas, you never know how people will react,” Deshonne said, reflecting on the hurdles he’s had to cross. He believes what matters most is identifying one’s purpose, being diligent, and knowing that others will eventually get on board.
The idea behind OTSS goes beyond just creating apparel—it’s about a philosophy. The name, “Only The Strong Survive,” is a mantra Russell learned while playing football at Verbum Dei High School in South Central Los Angeles. This battle cry symbolized resilience, perseverance, and determination—qualities that stuck with him throughout his entrepreneurial journey. Now, it’s a central theme he has passed on to his son, both in business and in life.
Launched in 2019, OTSS started as a small apparel line. But it wasn’t until 2021, with the advent of NIL regulations, that the brand began to take shape as a real business. Today, OTSS offers a growing line of products and has partnered with athletes, influencers, and technology platforms to expand its reach.
Initially, OTSS was a family-run operation, with Deshonne and Russell shipping orders out of their garage. However, as the brand gained momentum, they partnered with OPEN SuperApp to handle manufacturing and fulfillment, allowing them to scale quickly.
Marketing OTSS has been both a creative and strategic effort. Russell, drawing on his experience in media, has helped the brand collaborate with an eclectic group of influencers, from pro skaters to NFL players, bringing a diverse audience to OTSS. These partnerships helped establish credibility for the brand, which received a major boost when its products were featured at Nordstrom’s during a Super Bowl weekend event.
The biggest success to date came from a collaboration with DJ Lagway, a star quarterback at the University of Florida. Through this partnership, OTSS created exclusive, co-branded merchandise, which not only boosted sales but also helped solidify OTSS’s presence in the NIL space.
As Deshonne prepares for his future both on the field and in the business world, OTSS is evolving into more than just an apparel company. The father-son team envisions the brand expanding into youth camps, conferences, and community-driven cultural events, fostering a new generation of athletes who embody the “Only The Strong Survive” mindset.
Russell, whose two-decade career in media and multicultural marketing has been marked by success, sees OTSS as more than just a business. It’s a legacy, something he’s building with his son that goes beyond football and apparel.
The future is bright for both OTSS and Deshonne. As OTSS continues to expand through product drops, athlete collaborations, and community events, Deshonne remains focused on his goals: excelling in football, growing the brand, and setting an example for others. OTSS is more than just a brand—it’s a movement built on resilience, strength, and the pursuit of greatness.
As they look toward the next five years, Russell and Deshonne are aiming to expand OTSS into a platform for telling rich stories, amplifying the voices of young athletes, and creating impactful, community-driven experiences. With their shared vision, passion, and commitment, OTSS is set to leave a lasting mark on both the sports and business worlds.
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