With an official launch in November 2021, Garnet Trust is a pioneer in the collective world. Longtime Gamecock Central publisher Brian Shoemaker founded Garnet Trust, and he said his experience gives the collective an advantage over others. “After 23 years of covering Carolina – and the trust we've built in the community – we're in the unique and fortunate position to take advantage of the new Name, Image and Likeness laws in a way that benefits USC student-athletes, Gamecock fans, and local businesses,” Shoemaker said. Garnet Trust has two distinct focuses. One area of concentration allows supporters to contribute funds that will be used to fund legal and compliant NIL opportunities for student-athletes. Another arm of Garnet Trust is in place to provide media services through the heavily trafficked and GamecockCentral.com platform and social channels to businesses that want to have South Carolina student-athletes feature their products or services in front of a large audience. Garnet Trust also has an advisory board comprised of former South Carolina student-athletes who have gone on to professional success in multiple fields. GT has also partnered with FanJolt to help create “unique NIL experiences.” The collective announced in August the hiring of Jeremy Smith as Operations Director.