Washington Commanders quarterback Jayden Daniels won the 2023 Heisman Trophy wearing No. 5 at LSU. After he left for the NFL, the school gave the number to DJ Pickett, a sophomore cornerback whom LSU had promised No. 5 when he signed. Daniels' camp called that disrespectful and sent a cease-and-desist letter in August targeting LSU's commercial use of his name and likeness. ESPN published the letter on August 13. By August 17, Pickett was still wearing the number, Daniels still hadn't filed a lawsuit, and the sports world had largely taken sides.

Daniels Says This Was About Respect, Not the Number

His camp says LSU skipped him — and that similar Heisman winners got more consideration.

LSU never got Daniels' approval, and that's the issue. His family's statement said he was "profoundly disrespected" and that he had "made it clear that he did not want his number given to another player." Ryan Clark has been the camp's most prominent voice. Clark is an ESPN analyst, a former Steelers safety, and a former LSU player. He wrote on August 13 that the cease-and-desist "is not about the number itself or about DJ Pickett. It is about respect — and the process by which that number was ultimately given out."

LSU doesn't protect all Heisman numbers equally. LSU has kept Burrow's No. 9 off-limits since 2019 and never reissued Cannon's No. 20. Clark says both cases show LSU picks which legacy numbers to protect. Burrow led LSU to a 15-0 national championship; Daniels went 9-3 and won a Heisman. Clark says LSU is treating Daniels with less respect than Burrow — and the records don't fully explain it.

On August 17, Clark escalated. He called the criticism of Daniels a "smear campaign" and pushed back on efforts to pit Daniels against Burrow.

But LSU Had Already Made a Promise

Lane Kiffin and the Pickett family say LSU made a commitment before Daniels objected.

LSU promised Pickett No. 5 as part of his recruiting commitment. LSU head coach Lane Kiffin said on August 5: "It was promised to the kid. When a kid is promised something to come to a school, he should wear it." Former head coach Brian Kelly made the original promise to Pickett in December 2024. Kelly confirmed he held off giving Pickett the number during the 2025 season because Daniels wasn't on board, but said the commitment still stood.

Pickett has worn No. 5 since he was four years old. DJ Pickett said on August 13: "I've worn the number my whole life, since I was 4 years old. It's the number I was promised. I wish Jayden the best. Good player, and he did real good here. So that's all." His father Damien Pickett Sr.: "Honestly, man, this right here makes us want to wear the number more."

The letter goes after NIL use, not the jersey. The cease-and-desist targets Daniels' name, image, and likeness used commercially by the school — not the act of Pickett wearing No. 5. No. 5 isn't retired at LSU; the school changed its policy in 2007 to let the head coach reissue numbers at his discretion.

Still, Daniels' Camp Chose the Wrong Fight

Critics say the legal move backfired — and that the right call was a phone call, not a cease-and-desist.

The legal move was a mistake. ESPN college football analyst Paul Finebaum called it one of the most senseless moves he'd seen from a player in recent memory. He said Daniels should "never return to LSU's campus." OutKick founder Clay Travis wrote on X that Daniels should "fire every person who advised him." Broadcaster Danny Kanell called it "horrible advice." Colin Cowherd said it showed "zero self-awareness."

LSU's own alumni are telling Daniels to move on. Former LSU running back Leonard Fournette told Daniels on August 17 to let it go. Fournette invoked the school's history with legacy numbers and urged Daniels to drop the dispute rather than burn the relationship further. Former NFL quarterback Cam Newton and TV host Jesse Palmer made similar arguments.

The legal case is weak, per sports attorneys. Darren Heitner, a Florida sports attorney, called the letter "rather sloppy" and "retaliatory rather than substantive." He said that unless LSU has a massive commercial effort tied to Daniels' NIL, "this is all a very pointless exercise." Gabe Feldman at Tulane Law said Daniels "could be stating a legitimate claim" but called the letter possible "public posturing" and predicted LSU "has very little to worry about." Louisiana's right-of-publicity statute may have already expired for Daniels' claims, with a two-year window from his final game.

Where This Lands

The NIL era hasn't settled what schools owe their alumni stars, or what stars owe their old schools. This fight made that gap visible. The core question is whether a school's commitment to a current recruit overrides its obligation to a former star. Kiffin says yes. Daniels' camp says LSU never even asked. The brands have already made their jokes. The lawyers say no lawsuit is coming. DJ Pickett is keeping No. 5.

Sources