Four weeks into the season, and USC remains undefeated. Not just that, they’re strutting into Big Ten play with the confidence of a blueblood program. Sitting at 4-0, the Trojans showed their dominance and even survived an early test against Michigan State without star receiver Ja’Kobi Lane. They also unveiled Jayden Maiava as a QB growing upwards each week. But the real story here is how Lincoln Riley is quietly rebuilding USC’s identity in recruiting, something that hasn’t felt this powerful since Pete Carroll’s dynasty days. 

Ask anyone in SoCal’s football scene, and they’ll tell you. USC hasn’t consistently been the dream destination in nearly two decades. On September 25, FOX College Football shared a comment by former USC QB coach and BTN analyst Yogi Roth on X. “There’s a real groundswell of momentum [among California high school players] saying something they have not said consistently since coach Carroll was there, which is, ‘I want to go play at the Coliseum. I want to go represent SC.’” For years, local five-stars shipped out to Ohio State, Alabama, or Georgia. But now, they’re staying home and they’re proud to do so. That’s a cultural reset. 

The proof is in the rankings. USC’s 2026 class sits at No. 1 in the country, featuring 31 commits, and more than half (55%) are in-state kids. NIL has certainly played a role, but so has Lincoln Riley’s willingness to reestablish the local pipeline. Take Luke Wafle, a 4-star edge rusher. Ohio State reportedly tried to lure him away with a last-minute push, yet he stuck with the Trojans. Those decisions pile up, and when blue-chips are choosing Los Angeles over the Midwest, it forces every national power to take notice.

Lincoln Riley is not hiding his confidence anymore. When Ryan Kartje of the L.A. Times asked how this year’s team compared to Caleb Williams’ 2022 squad, he didn’t hesitate. “The leadership and vibe, he said, is similar. But this is a more talented, more capable football team right now. By a pretty significant margin,” he declared. And he might be right. Jayden Maiava has thrown for over 1,200 yards with nine touchdowns and no interceptions. RBs Waymond Jordan and Eli Sanders are forming a thunder-and-lightning combo. The Trojans are balanced now. If that balance holds through Illinois, a 5-0 record would stamp Lincoln Riley’s claim as more than just talk.

The $168K Lincoln Riley edge over Georgia

This is where USC’s secret weapon comes in. Money. According to NIL projections, USC’s average deal for recruits sits at $168,000. That’s a legitimate program-shaping figure. It allows Lincoln Riley to not only keep California stars home but also swipe prospects from Oregon, Texas, and the Midwest. And the Trojans’ staff has gotten aggressive. Hiring Chad Bowden away from Notre Dame as USC’s GM was a masterstroke. This man has a reputation for finding prospects early and closing late, a dangerous combination when paired with L.A.’s NIL infrastructure.

Now, Georgia is still Georgia, though. Kirby Smart’s machine isn’t slowing down, and the Bulldogs’ 2026 class ranks No. 2 nationally, with 31 commits of their own. They boast five-star QB Jared Curtis and lockdown CB Justice Fitzpatrick, the younger brother of Minkah Fitzpatrick, which means NFL bloodlines are intact in Athens. Their average NIL per recruit is even higher than USC’s at $181,000.

But here’s the difference. Georgia has long been the recruiting bully, pushing everyone else out of the way. USC is suddenly pushing back. When the Trojans start flipping Oregon commits, stealing Midwest corners like Elbert Hill, and pulling trench talent from Texas, it’s disruption.