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.)
After Reaching Historic Heights, Niles Eager to Continue Climb Under Shaw
By
Scott Hassinger
Special for MHSAA.com
September 9, 2025
NILES – Scot Shaw admits he was just looking to have a little fun when he accepted Matt Brawley's offer five years ago to become the new football coach at Niles.
But anyone aware of his past success knew it wouldn't take long for Shaw – a member of the Michigan High School Football Coaches Association's Hall of Fame – to affect change in the culture of the Niles program.
Shaw, a former head coach at Elkhart Memorial, Ind., from 2015-2019, returned to the sidelines after sitting out 2020 during COVID-19.
Prior to Shaw's arrival, Niles hadn't had a winning season since 2014. Following six consecutive sub-.500 finishes, Niles compiled a 5-4 mark in Shaw's first season as several underclassmen played key roles and set the Vikings up for future success.
Not counting the shortened 200 season – when all schools were playoff eligible – Niles secured its first postseason berth since 2003 and went 6-5 in Shaw's second season, losing 24-17 in a Division 4 District Final to Edwardsburg. The Vikings improved to 10-2 in 2023, losing a heartbreaking 21-14 Regional decision to Portland but winning the first of now two straight Wolverine Conference titles.
Their hard work came to further fruition last fall as they finished 12-2 and secured league, District and Regional tiles, the latter by avenging the 2023 loss to Portland 37-34. Niles then doubled up perennial state power Grand Rapids South Christian 62-30 in a Semifinal at Armstrong Field in Three Rivers before falling to Goodrich a week later in the Division 4 championship game at Ford Field, 35-6.
Shaw is 35-13 at Niles with a career win-loss record of 246-120.
"When I got here, I was coming off a one-year retirement. I just wanted to have some fun and run a different offense. My son Kyle is an assistant coach at Mishawaka (Ind.), and they run the flexbone," Shaw said. "Coming in … I don't think the expectations were that high, so as a coaching staff you think about what you can do to improve things. So at least in my past experience, we've always been pretty good and have had high expectations. We changed the culture here at Niles by asking our players to come to practice, do the best they can every day and be more physical than the people we play. So far those three principles have worked out well and put this program where it is now."
Shaw used the 2024 home playoff win over Portland to describe how everything has come full circle.
"In that game we were ahead of Portland, then gave the lead up and we could've given up. But we came back and scored in the last few seconds to win in the Regional Finals,” Shaw said. “Having a belief that you can win despite all odds is a huge thing now and instilled in our kids. They don't doubt themselves or each other any longer.”
Niles outscored opponents 535-160 in 2024, posting six shutouts. The Vikings averaged 38.2 points per game while allowing just 11.4 per contest.
Freshman quarterback Will Turnbull now controls the Vikings' flexbone attack following the graduation of Talen Bennett. So far, Turnbull has met the challenge by completing 10-of-27 passes for 117 yards and one TD with three interceptions. He's also run for a pair of TDs.
"The quarterbacks we've had so far at Niles have been very intelligent, smart and very good at reading opposing defenses. Will is an excellent athlete who throws the ball well and is a little water bug when he runs it. He's been able to pick up our offense pretty quickly," Shaw said.
Niles also graduated 1,000-yard rusher Sam Rucker, but sophomore Brandon Walsh has stepped up at that spot with 63 carries for 303 yards and four TDs. Anderson also handles some of the rushing load, along with Elijah Norris, who had 23 touches for 120 yards during a 16-0 Week 2 win over Stevensville Lakeshore – Niles’ first victory on Lakeshore’s home field.
Junior wideout Max Rucker, along with senior tight end Brenden Olsen, are two other key ingredients on both sides of the ball for Niles.
Olsen (6-foot-7, 180 pounds) is also a standout basketball and baseball player for Niles who recently received a Division I baseball scholarship off from the University of Houston.
"It’s been a wonderful experience playing football with several cool guys and a great coaching staff. They key is just showing up every day ready to work and getting better,” Olsen said. "Our state finals loss just showed that we need to dig deeper and prepare better for teams like that down the road.
“Building good chemistry with the new guys has been easy because we have so many returners. My goals are to be more of a leader and be more involved in plays this season."
Senior all-staters Chase Brawley (6-1, 280) and Brandon Hamilton (5-11, 245) both return on the Vikings' offensive line. Knee injuries to both Hamilton and senior Trenton Scott (6-2, 280) kept them on the sidelines during the Vikings' push through the end of the 2024 regular season and playoffs. Evan Williams (5-10, 200) is another key part of the Vikings' blocking group, and junior kicker Ben Bruckner is another returning offensive weapon.
"Getting to state last year really motivated us to prepare well for this season,” Brawley said. “The experience I gained playing varsity these last three years has been invaluable. Our team motto this season is 'All In,' so we just have to remain focused to attain our goals."
Perhaps no one was more motivated to get back on the field than Hamilton, who was sidelined with that injury after Week 6.
"Last year I learned it takes all 11 guys to win a football game. Coaching from the sidelines really taught me a great deal,” Hamilton said. “I'm playing right guard and outside linebacker. We have four out of our five offensive linemen back, so we are experienced. Defensively we can fly to the ball, and we have some dudes who can really hit. That's exciting.”
Cheney, Jayelin Vawter, RJ Fielder, Bryce Zache, Malachi Burris, Rucker and Bradley Wolverton are among the team's top tacklers so far.
"It takes everyone on the team to make a big difference. The main thing we have to remember is it’s a new year,” Cheney said. “Last year's achievements don't matter, but it prepared us well for any success we have this time around."
Cheney, a senior, anchors the Niles' defense after earning all-state honors as a junior. Freshman Vaughn Ausmus also has seen time at linebacker. Other returning starters on the Vikings' defensive front include Fielder, Burris and Bryce Young.
Niles' defensive secondary will be anchored by Olsen, Rucker and Anderson.
"We have a lot of good kids coming back defensively, and the kids who are stepping up to fill in different spots realize what their responsibilities are and they have become part of our rotation," Shaw said.
Many successful stops
Shaw is a 1975 graduate of Mishawaka, where he played basketball for legendary coach Marvin Wood. Shaw also lettered in football and received the prestigious Phil Askew Mental Health Award his sophomore year at the 1973 Indiana state football finals. He then attended and played football at Butler University, earning all-Pioneer Football Conference honors in 1978 and 1979 and serving as senior captain.
From 1979-1986, Shaw taught social studies and physical education at Concord High School (Ind.) serving as an assistant coach in football, wrestling and baseball. He served as Three Rivers' varsity football coach from 1986-2004, leading that team to the MHSAA Playoffs 15 times and the Division 4 title in 2003. Shaw also served as the Wildcats' head boys track & field coach, leading them to 2000 and 2002 MITCA team championships.
Shaw then served as Grandville's head football coach from 2005-2010, leading the Bulldogs to two Ottawa-Kent Conference Red titles and two playoff appearances. He was an assistant coach at Hope College for three seasons, then served a one-year stint in 2014 as the head coach at Wayne High School in Fort Wayne, Ind., where the Generals went 9-2, won the Summitt Conference and made it to the third round of the state playoffs.
He moved on to coach four seasons at Elkhart Memorial before the school consolidated with Elkhart Central. After the one-year coaching hiatus in 2020, he took over at Niles.
Brawley, who was hired as the school's athletic director just three days before Shaw, remembers football participation nearly doubling after Shaw and his staff took over.
"Basically, Scot had only a month to put together his coaching staff and prepare the kids that first season. I accompanied the coaching staff to a three-day coaches clinic down south at Harding University. Scot is very detailed, and I remember he filled several notebooks with notes on running the Flexbone offense," Brawley recalled.
"Scot relates very well to his players and has a special knack for being able to motivate them with positive words, and he understands that kids have more going on in their life besides football. We couldn't ask for a better situation. Scot does a great job of mentoring his coaches, getting kids into the weight room. It’s truly amazing what Scot and his coaching staff have been able to do here at Niles in such a short time."
Shaw has been successful in building Niles' program in much the same manner that he developed Three Rivers into a perennial conference and state power.
"It's my sincere belief that kids want to be successful, be good and to win,” Shaw said. “It’s not enough to want to do it, but they must be taught how to do so. You are off to a great start if you have that belief that you can win, do the things that are required of you to win and then carry that out with a tremendous work ethic. The next step is to develop that talent, and it’s easier if you have the right attitude. I've been very fortunate to be able to mold attitude, a strong work ethic and a team-first attitude in building this program.”
Shaw's current group of players closely resemble some of the teams he had years ago at Three Rivers. This year’s Niles team features big, strong, physical and athletic athletes with quickness who succeed because of an extraordinary work ethic.
Niles' school enrollment increase pushed the Vikings into Division 3 this fall. They quickly have proved they belong with victories over St. Joseph (28-18) and Lakeshore (16-0). Niles could very well see either one of them again come playoff time.
"Bumping up to D3 is going to be another challenge, but it also means we're going to see some different teams in the playoffs. The community is going to expect the same type of results,” Shaw said. “As a team, we have to be able to carry on that tradition with the same type of attitude and commitment to excellence that we preach every day. You have to do that in each step along the way, and if you're lucky enough to make the playoffs then you have to be able to do whatever you can to earn yourself another Monday.”
Shaw's coaching staff includes Kyle Mikel, Dan Brawley, Dave Landon, Austin Weber, Lonnie Jones, Thane Typer, Zach Fillwock, Joel Brawley, Scott Swanson, Shane Brown and Chase Andres.
"I’m really happy with our coaching staff. They are very dedicated and they work hard during the offseason in the weight room, attending clinics, and they are very knowledgeable at the positions they coach,” Shaw said. “When we got here, we had a hard time getting coaches because of previous results. But now we have a loyalty to the guys who have helped build this while we were going through the growing pains. I had been there before at the Finals, and last year it was fun to gauge the excitement our other coaches felt.”
Honoring a community icon
Niles held its annual community-wide pep rally Sunday, Aug. 17 where all 2025 Vikings fall sports teams were introduced and long-time Niles' No. 1 fan Johnny Morrison was honored for his years of support of the athletic program. Hundreds of people attending the event wore Gold T-shirts with the words "Johnny Morrison Vikings' Legend" across the front.
"Johnny is one of the most outstanding human beings I've ever been around in my life. When you see him, he always is eager to talk about our coaching staff or our athletes. He has the biggest heart in the world," Brawley said.
Morrison, who has Down syndrome, has served as manager on the sidelines for the Vikings' football, basketball and baseball teams since 1986.
Scott Hassinger is a contributing sportswriter for Leader Publications and previously served as the sports editor for the Three Rivers Commercial-News from 1994-2022. He can be reached at [email protected] with story ideas for Berrien, Cass, St. Joseph and Branch counties.
PHOTOS (Top) Niles senior tailback Alex Anderson scores a touchdown during last season's 62-30 Semifinal win over Grand Rapids South Christian at Armstrong Field in Three Rivers. (2) Fifth-year Niles head coach Scot Shaw, third from left, is pictured with seniors Chase Brawley (71), Brandon Hamilton (78), Brenden Olsen (3) and Ward Cheney (5). (3) Members of the Niles cheerleading squad and student body get the crowd pumped up and showing their school spirit at a community-wide pep rally on Aug. 17. (4) The Niles athletic department and sports boosters held the pep rally to introduce the 2025 fall sports teams and honor longtime Niles' No. 1 fan Johnny Morrison. (Action photos by Scott Hassinger. Pep rally photos by Max Harden/Leader Publications.)