Colleges and universities are not exempt from claims of athlete exploitation. In 2004, the University of Connecticut (UConn) licensed and sold jerseys (for $49.99) and hats (costing $26.99) bearing the numbers of star basketball players Ben Gordon, Emeka Okafor, and Diana Taurasi at the campus bookstore, online, and through retail outlets such as Bob’s Stores. “NCAA regulations passed in 1992 bar schools from using player names and likenesses to sell products, and also bans student-athletes from promoting commercial ventures, but the UConn bookstore Web site touted one of the “favorite player hats” as honoring “the team player who wears the #3 UConn jersey for women’s basketball,” i.e., Taurasi. Critics of these practices, such as NCAA President Myles Brand and former UCLA football player Ramogi Huma (the head of the Collegiate Athletes Coalition, a California-based organization he founded to advocate for better living conditions for student-athletes), argued that UConn and other schools are acting unethically and contradictory to the spint of the NCAA rules in licensing and selling these products. Said Brand: “My concerns are over the potential inconsistency between our making certain requirements on student-athletes about endorsements, namely, they cannot make any, and the schools themselves then using what would be endorsement, material for revenue.” Huma said athletes such as Gordon, Okafor, and Taurasi should share in the proceeds from the sales of the apparel. “The reason [the products] are being sold … is that these are famous players.” Huma claimed. “If a player gets a cut of the sale of his or her jersey, that does not mean the player is a professional.”