In September, University of Colorado Boulder freshman Julian “Juju” Lewis took the field for the first time as a Buffaloes quarterback. But his journey to Boulder started almost a year earlier, when he committed to the university in December 2024, live on ESPN’s Pat McAfee Show.

During a six-minute segment, the Carrollton, Georgia, native talked about his decision to play under the head coach, longtime NFL player Deion Sanders, while wearing a pair of white headphones around his neck.

They weren’t Apple or Beats or Sony or Bose. They were JLab, a 20-year-old electronics brand that has quietly become a fixture on TikTok. Some 1,500 active users, largely millennial and Gen Z, consistently crank out content about the brand’s wireless audio products, which include over-ear headphones, retro-

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