Imagine a kid buying a new Xbox 360 to play NCAA Football—and then, 12 years later, becoming the cover athlete for that very game. That’s not just growth. That’s a dream come full circle. When asked if it felt like a dream come true, Ryan Williams didn’t hesitate. He simply said, “One thousand percent.” Now, as the face of EA Sports NCAA Football 26, the 18-year-old wide receiver is living a fantasy. But he’s not stopping there. Williams isn’t just on the cover of a video game—he’s also featured on a major magazine cover.

On the field, Williams is just getting started. After reclassifying from the 2025 class to 2024, the Alabama star made a splash as a 17-year-old freshman, hauling in 48 catches for 865 yards and 8 touchdowns. His breakout earned him Freshman All-American and First-Team All-SEC honors. Now heading into Year 2, he’s already considered one of the top wideouts in college football, right alongside Ohio State’s Jeremiah Smith. But Williams is making noise beyond Tuscaloosa. He’s making Forbes headlines too.

In a June 19 feature, Forbes writer DJ Siddiqi spotlighted Williams, writing, “Williams is already one of the most successful player entrepreneurs by the age of 18, and he’s only going to continue to grow his brand as his production and on-field play grows during his career at Alabama.”

As Forbes emphasized, Williams is more than just a star athlete—he’s a marketer’s dream. At just 18, his maturity and energy make him incredibly likable and marketable. He’s landed endorsement deals with Fortnite, EA Sports, Wingstop, Uber, NASCAR, and he’s the face of Hollister. And that’s not all—he also hosts The New Wave podcast, focused on Alabama football. The show has gained over 60,000 followers across platforms, and, with support from the university, it’s the most-followed athlete-led podcast in all of college sports.

So, Ryan Williams the athlete is shining—but Ryan Williams the brand? That’s skyrocketing. And Forbes made sure the world knows it.

After all the headlines, Williams made sure to thank the one person who’s been by his side the whole way—his mother, Tiffany Coleman. After seeing the Forbes feature, Williams took to Instagram with a message that tugged at the heart. “Mama, I made it to Forbes 🔥,” he wrote, proudly tagging the article. He followed up with, “Thank you @forbes for interviewing me! 📈”

Even before he stepped onto campus, Williams was thinking bigger than football. During the Forbes interview, he talked about how that mindset started early on—with a conversation that stuck with him.

“I remember Coach [Nick] Saban, when he was here, one of the first things that I asked him after I committed because I committed my freshman year in high school to Alabama — I was like, ‘Hey, will I have an opportunity to express myself, can I do a podcast or something like that?’ He was like, ‘Yeah, we have the opportunity with all the support that we have here at Alabama,’” Williams told Forbes.

That one answer gave him the green light. Now his voice isn’t just being heard—it’s becoming one of the strongest in all of college football. But while Williams is thriving off the field, he recently opened up with a surprising take on his first year at Alabama.

Ryan Williams: Beyond the Cover

Yes, Williams had a breakout freshman year. Yes, he’s on the cover of EA Sports NCAA Football 26 alongside Jeremiah Smith. But in his eyes? It wasn’t enough.

In a conversation with On3’s Andy Staples, Williams talked about what it felt like being on the game’s cover and playing as a true freshman. Despite the spotlight and accolades, Williams admitted he’s far from satisfied.

While reflecting on last season, Williams recalled a candid moment shared with Buckeyes WR Smith in Pasadena. “Whenever we were in Pasadena, of course, we talked about last season and him winning a national championship,” said Williams. “I was super happy for him. But we both agreed that, although last year was super fun, super great and we both had very good freshmen seasons, we left a lot on the table. And we both agreed on that.” So even with breakout seasons behind them, both young stars know they’ve only scratched the surface.

Williams also made it clear that he’s looking forward to the challenge ahead. “Just with that experience from last season, we’re super excited (about) what’s to come this season,” he said.

But what’s to come could be legendary—if he wants to etch his name alongside Alabama’s greats. To surpass Crimson Tide icon DeVonta Smith as the program’s all-time leader, Williams would need to average 94 catches, over 1,550 yards, and more than 19 touchdowns over each of the next two seasons. And that’s assuming he declares for the NFL Draft after his junior year—which feels like a safe bet. The numbers are steep. The expectations are huge. But so is the belief in No. 1.