Name, image, and likeness has been the talk of both businesses and college athletes as of late. Now Rhoback, a clothing company headquartered in Albemarle County, is setting up its own program aimed at partnering with college athletes. “The NCAA made these changes on July 1,” Matt Loftus, a co-founder of Rhoback, said. “That day we received hundreds of messages from college athletes across the country. We had to start a program. ‘Rhoback U’ was our answer.” The pool of applicants is nearly 1,000 athletes from all corners of the country, including the University of Virginia.