Marckel Supplies Marketing Magic to Hunter's Heisman-Winning Campaign
By
Doug Donnelly
Special for MHSAA.com
July 29, 2025
When he was hired at the University of Toledo in 2016 as assistant director of creative services, Derek Marckel thought he had found his dream job only a few months after graduating from college.
Then he became Colorado University’s graphic designer for football in 2019 and thought he had finally landed the job he’s always wanted.
After stops at the Michigan State University to work with former football coach Mel Tucker, and University of Southern California to work with Lincoln Riley, Marckel, 32, is back in Colorado and certain he’s living the dream.
“This was the stuff I thought about doing when I was a kid,” said Marckel, who graduated from Ottawa Lake Whiteford High School in 2011. “I used to sit and draw pictures of all of my favorite University of Toledo football players, and then I’d take them and give them to the players or have them sign them. This is definitely what I’ve dreamed of doing someday.”
Last winter, Marckel was in New York City when his favorite subject – Colorado football player Travis Hunter – won the Heisman Trophy. It was a surreal moment for Marckel, who led a team of creative content makers who spent months last fall promoting Hunter for the biggest prize in all of college football.
“Going into the season, we knew he was going to have a pretty good chance,” Marckel said. “Once the games started playing out, we knew he had a legitimate shot.”
As senior art director at Colorado, Marckel led the Hunter-for-Heisman campaign. He was on the sidelines of every game, home and away, documenting Hunter and the rest of the Buffaloes. He designed billboards that were strategically placed around Denver and one in Times Square in New York City. Marckel’s team met weekly to plan a regular dose of social media posts and content promoting Hunter’s candidacy.
Heisman Trophy candidates emerge based on their on-field performances. But, behind the scenes, winning the trophy has long taken some pushing by colleges and universities.
“There’s a lot that goes into a campaign,” Marckel said. “You have to work with sponsors and donors who helped fund all of that. It’s a lengthy operation.”
As the season drew to a close, Colorado published a packet of information that Marckel designed and sent it to Heisman Trophy voters and the media. ESPN showcased his work.
“Almost everything we were doing was going viral,” Marckel said.
When it became clear Hunter was going to be a finalist for the award, Marckel was called upon to document the entire process. He and a member of his team went to New York City two days ahead of Hunter to be prepared when he landed in the city. Next were Heisman Trophy promotional appearances, photoshoots and the Heisman ceremony itself, and Marckel was there for all of it.
“It was Travis from sun-up to sun-down,” Marckel said. “We’d have little breaks during the day. I designed the billboard for him in Times Square. We had a photo shoot there.”
Helpfully, Hunter was a wonderful participant.
“We put a lot of work into it,” Marckel said. “Obviously it was his award, and he earned it, but it was very rewarding to us, too, to see our hard work pay off. I’ve been around thousands of athletes, and he’s probably my favorite one. He doesn’t necessarily love doing all of the media stuff, but he was comfortable around us.”
Marckel was born in Toledo but grew up in southeast Michigan. He was football team captain for the Bobcats as a senior and began his interest in design, art and photography during his time at Whiteford.
“I knew from a young age that I wanted to work professionally in sports,” Marckel said. “During my time at Whiteford, I spent a lot of my high school career around the football program. I was lucky to have my first two years of varsity with Coach (Jack) Luettke and my senior year with Coach (Matt) Garno, who had a background in graphic design. This ended up being a great foundation for me to combine my passion for football and graphic design as I was heading into the real world.”
Marckel graduated from Bowling Green State University in 2016 with a bachelor's degree in technology & visual communication technology. He landed an internship with the University of Toledo where he started designing team schedule posters, pocket schedules and souvenir tickets. That’s when social media started revolutionizing the industry, especially college football.
“Social media was kind of secondary to everything else when I started there,” he said. “It started to shift. I got in at the perfect time. Things were really starting to pick up. That’s when I knew sports was going to be what I wanted to do.”
After getting a full-time job at Toledo, his work caught the eye of someone at Colorado, and Marckel went west to become a graphic designer with the Buffaloes. When Tucker left Colorado for Michigan State, Marckel followed him to East Lansing.
At first, he missed Colorado.
“Even on the drive to East Lansing, I was thinking, ‘Why am I leaving Colorado?’” Marckel said.
He stayed two years, then landed the role as director of creative media at USC, working sun-up to sun-down in Los Angeles. When the opportunity came to return to Boulder, he jumped at it, becoming senior art director.
The Buffaloes went 1-11 his first season back at Colorado. The entire football coaching staff was let go.
That’s when Marckel’s world took another big turn.
“The rumors started flying about Coach Prime,” Marckel said, referring to Deion Sanders. “There are always these theoretical situations about who the coach is going to be. We found out about 8 p.m. that it was Coach Prime. We had to be on the tarmac at 1:30 a.m. I don’t get starstruck anymore just because of what I’ve been able to do and who I’ve been able to be around, but as soon as he stepped off the plane, I realized I was getting myself into something huge.”
Pro football hall of famers regularly makes stops at Colorado practices. Warren Sapp joined the Colorado staff. Terrell Owens stops by regularly. A steady wave of Sanders’ former teammates from the Dallas Cowboys attended practices as well.
Marckel documents it all, through his camera – a skill he’s honed along the way.
“When I started at Toledo, I would shoot all of those games, but I wasn’t a great photographer,” he said. “As time has gone on, it’s become such an emphasis. I’ve really had to refine everything I do to become the best at it.”
Initially he had to win the trust of Sanders, who brought some of his own content creators with him to Colorado.
“It took a little while to get us into a groove,” Marckel said. “Now we work side by side every day. It’s a smooth operation now. We bounce ideas off of each other.”
Day to day, Marckel works on social media, marketing, photoshoots of recruits and documents workouts and practices for Colorado social media channels.
He works with the football team exclusively, sometimes long hours during the season.
“You get kind of get burned out by end-of-season, but it's worth it,” Marckel said. “You are on the field every day with Heisman Trophy winners, hall of famers and first-round picks. It’s a cool job when you step back and look at it. This is most fun I’ve had working in college football in 10 years.”
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PHOTOS (Top) At left, Whiteford's Derek Marckel takes the field as a senior in 2010. At right, Marckel poses for a photo this year in front of the Times Square display he designed to promote Colorado's Travis Hunter. (Middle) Marckel stands for a photo with Hunter during the Heisman Trophy ceremony. (Photos courtesy of Derek Marckel.)
Struggle Transforming Into Success as Loy Norrix Builds Best Season since 1990s
By
Pam Shebest
Special for MHSAA.com
October 22, 2024
KALAMAZOO — Over Lorenzo Robertson’s first three years as head coach, the Kalamazoo Loy Norrix football team won a total of three games.
His patience and guidance have paid off this year, leading to the Knights' first five-win season since 1998.
A win against crosstown Southwest Michigan Athletic Conference East foe Kalamazoo Central in Friday’s regular-season finale would clinch an outright league championship for the Knights and potentially provide enough boost to get them back into the MHSAA Playoffs for the second time in school history – and first since 1997, when Loy Norrix featured future pros (Todd) T.J. Duckett and Little John Flowers.
Both Loy Norrix and Kalamazoo Central are 5-3 overall and 3-0 in SMAC East play heading into this weekend. The Knights finished 1-7 a year ago and entering this fall had won a combined 10 games over the last 12 – but they’ve guaranteed their first winning regular season in 26 years.
“We turned it around with a new commitment to the classroom,” Robertson said. “A lot of our kids are (now academically) eligible whereas when I got here, a lot of our kids struggled to keep the lower levels eligible. Those kids are now seniors, and they’re all doing well.”
Robertson said when he was hired, athletic director Andrew Laboe told him one of the key focuses was to get the players stronger.
When the new coach realized there was no weight training program, he started one.
“Where I come from (Bloomfield Hills Lahser, Pontiac and Dearborn Heights Robichaud), weights were very important to the point that we had a class for it during the school day for the football team and those that wanted to take the class that weren’t football,” Robertson said.
Robertson also implemented offseason training, and during the second summer camp this year he realized this could be the turnaround season.
“I knew the boys were getting it quickly, and we were able to move fast through the summer,” he said. “Because they had it down through the summer, when the season started, we hit the ground running.
“During our scrimmages, we were miles ahead of the teams we scrimmaged, though they were good teams. I could tell we were ready to go; we were moving fast. I knew that would carry over, just watching them in the summertime.”
Robertson also makes sure the players know the team’s history.
“Our coaches do a good job of researching,” he said. “Every team we play, we give (players) stats on when was the last time we beat ’em, how many times through the years, what’s our record down through the years. We teach these kids history of the Norrix program before we play.”
Before Robertson, things got so bad that in 2020 the football team, struggling to field players, left the SMAC and played as an independent.
This year, after four seasons away, the Knights are back in the conference.
“After our first SMAC game (we felt more competitive) because people were saying you won’t survive in the SMAC – and we come to the SMAC and it’s our best year,” said senior wide receiver/safety Rashad Waller. “That was really when I knew, oh yeah, I know this is it.”
A four-year varsity player, Waller said he stuck it out through the lean seasons because he knew things were bound to improve.
As a freshman, “watching behind the older guys and realizing they don’t have the time (to improve), I don’t want to be that guy,” he said. “I had to make my team lock in.
“Everybody in my class was tired of losing, so we just locked in and got it done. Coaching got a lot better, and guys really wanted it bad and made it happen.”
Waller already owns two school records. He returned two kickoffs for touchdowns to set a single-game record Sept. 20 against Mattawan. Both TD returns went for 99 yards, another all-time Norrix best and long enough to tie the MHSAA 11-player record for kickoff return distance as well.
Another senior, left guard/defensive tackle Will Dominianni, also weathered the previous three dismal varsity years.
“We were a young program with a new head coach, so all of us kind of grew into our roles when it comes to the coaching staff and players as well,” he said. “That was a big thing.
“We’ve really become a tight-knit group over the past couple years with all of us freshmen getting moved up on varsity our freshman year, so it was a bit like baptism by fire. We’ve all embraced the struggle together.”
Dominianni is one of the team’s rotating captains.
“Will Dominianni has probably been captain most of the year,” Robertson said. “David Jones is also having a great season.”
Jones, a junior running back/safety, is a second-year varsity player.
“The new guys we have are more dedicated (than previous years),” he said. “We’re coming together as a team. I knew it could change, and it did.”
Robertson said the success is a total team effort.
“We have a three-headed monster, sometimes a four-headed monster, at running back with David Jones, Maddox Pirochta, Christian Euceda. They have great per-carry averages.
“Whenever we get in trouble, we can give the ball to any of those three. Our running backs coach (Kierre Stinnette) does a great job rotating them in games.”
Robertson also credited his new defensive coordinator, Damion West, brought up from the junior varsity. “We promote from within,” Robertson said. “He’s pitched a couple shutouts with our defense. That will always keep you in games.”
Robertson added that the offensive line also has been a big improvement.
“This could be the best line I’ve had since being here, and we’re young with only two seniors in that group,” he said.
The quarterback position is shared by senior Jalen Evans and junior Jonavan Hare.
Besides working with players, Robertson also is building a rapport with parents, another key to the program’s success.
“When I came here, there was no parent booster program,” he said. “I’ve always known a parent booster group anywhere I’ve coached.
“We started that from scratch, and since that’s got rolling with our first group of parents, all the way to now has grown. Volunteerism has grown, and I always think that’s key to growing programs.”
He said he’s also thankful the administration stuck with him during the lean years.
“I think they saw the change in the boys through the years; that kept me here,” he said. “The boys are doing better in school, better citizens and that’s also important.
“Sometimes wins and losses are put on the back burner to what kind of young man you are bringing into the world. Football is such a life-teaching sport.”
Robertson is steeped in life-teaching skills.
A retired minister, he currently commutes to Detroit for his job as captain in the Detroit Fire Department.
“(The fire department job) helps me not take anything for granted with all the tragedy I see and everything else that goes on,” he said. “It helps me care on a personal level, on a human level, for the boys.
"They see a working man, they see somebody who’s a family man that’s dedicated to them. I’ve got common sense, no-nonsense and I think that’s what attracts them.”
Once those players are attracted to the program, Waller has some advice for them.
“A lot of the younger guys complain about playing time, but coach is watching, so just keep your head on and keep grinding,” he said. “You’re gonna get your chance. Other than that, don’t worry about all the offers and all that stuff. It will come eventually.
“The first two years just work on getting your body right, getting fast and keep your grades up – and it will be the best two years of your life.”
Pam Shebest served as a sportswriter at the Kalamazoo Gazette from 1985-2009 after 11 years part-time with the Gazette while teaching French and English at White Pigeon High School. She can be reached at [email protected] with story ideas for Calhoun, Kalamazoo and Van Buren counties.
PHOTOS (Top) Kalamazoo Loy Norrix’s David Jones (6) sprints down the sideline during a Week 6 win over Battle Creek Lakeview. (2) Clockwise from top left: Knights coach Lorenzo Robertson, Will Dominianni, Rashad Waller and Jones. (3) Dominianni (64) helps protect his backfield against Grand Rapids Ottawa Hills. (4) Waller gets to the edge against St. Joseph. (Action photos by Steve Andrie; headshots by Pam Shebest.)