As Hurts' star power has grown, so has the number of big-time business opportunities presented to the Eagles quarterback. But Hurts knows what the No. 1 value of his brand will be.

Inside the lair of the reigning NFC champions are the rookies and the vets, the jokesters and the earnest seekers, the dad bods and the sculpted. Somewhere between the bevy of personalities that frequent the Eagles locker room is the newly minted face of the franchise.

Jalen Hurts, often described by his teammates and coaches as one of the hardest workers in the building, maintains a stoic profile. The 25-year-old self-appointed “triple-threat” quarterback aspires to beat defenses with his arm, his legs, and his mind. Six months ago, Hurts led the Eagles to an appearance in the Super Bowl thanks to his MVP-caliber performance throughout the 2022 campaign. The team furthered its commitment to Hurts in the offseason, signing him to a new five-year deal worth $255 million — by far the largest contract extension given to any player in franchise history.

Hurts is accustomed to the spotlight, and he wants to win it all. His on-field aspirations are quite obvious.

He also is aware of the stardom attached to him playing one of most scrutinized positions in sports in front of one of the country’s most passionate cities and fan bases. Whenever Hurts steps in front of a camera or microphone, he realizes his voice and presence carry tremendous weight.

“That’s my role; that’s the part I play in the lives of many,” Hurts told The Inquirer in a recent one-on-one interview. “It’s something that I embrace and everything that comes with it.”

His character, maturity, strong performance, and savvy on-camera presence have put Hurts in a great position to capitalize away from the field. Since signing his mega extension, Hurts has landed partnership deals with energy drink brand Accelerator and more recently, Jordan Brand. During a 25-minute conversation, it becomes clear that the search for authenticity is what reigns supreme in his off-field ventures.

“That’s something that’s always been important to me and I’ve held to my core, really just staying true to myself and true to the people around me,” he said. “I’ll never forget how I got here and where I come from.”