The bright yellow billboards loom over Los Angeles's major freeways. The message, in capitalized red and black lettering, is clear: "Hey NCAA ...
give Reggie Bush back his Heisman!" Brian Kennedy, the owner of Regency Outdoor Advertising and a University of Southern California (USC) alumnus, plastered dozens of signs declaring his demand across the city months ago, in an effort to right a wrong he sees in college football history.
Former National Football League and USC running back Reggie Bush, who won the coveted Heisman Memorial Trophy in 2005, later gave up the award when the NCAA found he and his family accepted cash and gifts from marketing agents.
Every year, the trophy is awarded to the sport's most outstanding player at the college level. At the time of Bush's win, the NCAA didn't allow players to profit off of their name, image or likeness.