Westrock Orthodontics forms NIL partnership with college basketball guard Au'Diese Toney

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January 13, 2022

FAYETTEVILLE, Ark. (Jan. 13, 2022) – Westrock Orthodontics, a clinic affiliated with Rock Dental Brands, announced its first NIL partnership with college basketball player Au’Diese Toney. The partnership will help promote the importance of a healthy smile, as well as document Toney’s oral health journey.

“We’re excited to partner with basketball player Au’Diese Toney to promote how smiles can have a positive impact on both an individual and a personal brand,” said Westrock orthodontist Dr. Darren Hallums. “Au’Diese has a great reputation on and off the court and is the perfect partner for Westrock Orthodontics. We’re excited to welcome him to the Westrock Orthodontics and Rock Dental Brands family!”

The partnership was formed in light of the law passed in July 2021 allowing NCAA athletes to profit from their name, image and likeness (NIL). Toney is a North Carolina native that currently plays basketball in Fayetteville, Ark. Beyond his collegiate accomplishments, as a high school player Toney helped lead Trinity Christian in Fayetteville, N.C. to a 25-6 record and the North Carolina 1A state championship in 2018. He was named National Athletic Association of Private Schools Division 4 All-American and also received Division 4 NAAPS Player of the Year honors.

“I’m excited to partner with Dr. Hallums and Westrock Orthodontics,” said Toney. “I visited their Fayetteville clinic and have experienced first-hand Dr. Hallums’ expertise and excellent patient care. Westrock has an excellent reputation and clinics all over the state, which is one of the reasons I chose to team up with them.”

Toney’s partnership with Westrock Orthodontics will include Invisalign treatment. Follow his Invisalign journey at @westrockortho on Instagram.

“We’re excited to kick off our company’s first NIL partnership with Au’Diese Toney,” said Kristi Crum, CEO of Rock Dental Brands. “Our provider-led practice management group has been rapidly expanding to serve more providers across the southeast. As we expand, we look forward to pursuing additional NIL opportunities for our clinics and providers.”

To learn more about how Rock Dental Brands can support your dental practice, visit joinrockdentalbrands.com. Rock Dental Brands also has opportunities for providers to join our current affiliated locations. To learn more about joining the Rock Dental Brands team of professionals, visit joinrockdentablbrands.com/joinourteam.

About Rock Dental Brands

Rock Dental Brands is a progressive practice management group, started by dentists, that provides support to general and dental specialists affiliates, including Westrock Orthodontics, Leap Kids Dental, Rock Family Dental and Impact Oral Surgery and a host of other independent brands. Rock Dental Brands’ mission is to make quality care attainable for each and every patient throughout their lifetime. For more information about Rock Dental Brands, visit rockdentalbrands.com.

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  • Job Title: Westrock Orthodontics

    "The decision to affiliate with Rock Dental Brands was easy. They are a dental practice management group that is founded by dentists and focuses on putting patients first. This affiliation has not only relieved harrowing administrative tasks, but also allowed me to keep my professional autonomy and set my own schedule. All of this, plus Rock Dental Brands’ proven track record, I am able to trust them to do the right thing for my practice and my patients."

  • Job Title: Owner Founder | Chief Dental Officer

    When Rock Dental Brands was started there was an underlying culture laid down to do what is best for the patient every time and the practice will take care of itself. This culture has been practiced by our doctors, our staff and our management team from the inception. Every day we treat patients and the doctors and office teams are supported by our home office and the management team. This team effort allows us to provide great dental care by allowing the doctors to concentrate on what they do best……which is to take care of patients. We continue to strive to improve our dentistry that we provide in a warm, friendly environment. Being a part of Rock Dental Brands allows for discussion between specialists that only adds to the quality of care the patient receives. “We are serious about quality, if we weren’t, I would not be a part of it."

  • Job Title: Owner | Pediatric Dentist

    "Rock Dental Brands prides themselves on taking care of their patients before profits. I was in a place in my life where I wanted to be with a group who was owned by dentists, practiced dentistry, and knew what it is like to own a business and to provide excellent patient care. Rock Dental has wonderful values that align with my own core values. I love that about them."

  • Job Title: Owner Founder | Orthodontist

    "I love to see patients - that's why I became an orthodontist. What I don't love is bills, past due accounts, managing employee 401(k)'s, bonuses, marketing, and of course countless other issues that unexpectedly arise each day. Rock Dental Brands has taken many things off my hands leaving me free to concentrate on what I love: treating patients. The partnership between Rock Dental and our team "on the ground" has been wonderful. Rock Dental is an extension of our team that benefits our practice and our patients in way that I was unable to provide myself."

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