During a spring football practice in April, Maryland football coach Mike Locksley took to the program’s Instagram account to give watchers a live look at the team’s workout.
As Locksley meandered to different position groups scattered across the team’s indoor practice field, he rattled off key points from the program’s recruiting pitch for prospective student-athletes. Locksley pointed out the university’s academic standing as a public institution. He noted its proximity to Washington and Baltimore. And he emphasized the potential to build one’s brand surrounded by these major markets, which has increasingly become part of the program’s messaging since Locksley took over in December 2018.