DONUT SHOP THANKFUL FOR HURTS

Jalen Hurts' arrival in Norman has provided a great marketing opportunity for Campus Corner locale Hurts Donut

NORMAN — The two glass cases inside Hurts Donut are packed with exotic offerings. Some of the sweet treats are piled high with cereal. One donut has an Atomic Fireball candy in the hole. Another has shredded bacon on top. There's a bubblegum flavor, an apple pie lookalike, and yes, even a donut named Jesus.

The Campus Corner locale, open 24 hours a day, isn't a classic donut shop. Unless you're Jalen Hurts — a selfdescribed old soul.

Ty Moyer, who was behind the counter Monday afternoon, has seen Hurts come into the shop twice by himself. His order was the same both times: one glazed donut.

Perhaps Hurts Donut will rename the timeless choice after Hurts the quarterback. On Monday, he was named Oklahoma's starter.

The announcement, coming on the first day of the fall semester, brought no surprise in Norman. Hurts was expected to be Kyler Murray's replacement ever since he transferred from Alabama to OU.

But for Jess and Sara Maulsby, t he official word means a perfect marketing opportunity has materialized.

The Mauls by so pen ed a Hurts Donut location in Up town Oklahoma City in March. They acquired the Norman location in October, and Hurts transferred three months later. Sara is an OU graduate. Jess spent the last 10 years working in the oil and gas industry.

“Running two 24- hour donut shops is a very taxing endeavor,” Jess Maulsby said. “When J alen Hurts said he was coming to town, we were like, `Holy cow. This is perfect timing.'”

Hurts, like every other NCAA athlete, cannot benefit from his name or likeness. He can't be involved in an advertising campaign for a donut shop he shares a name with. But the graduate transfer quarterback can still enjoy their donuts.

Hurts posted a picture of the shop on Instagram not long after he arrived. He's been in at least half a dozen times since.

The Norman store, one of 20 Hurts Donut locations across middle America, recently partnered with OU. The agreement was in the works before Hurts' arrival. The shop makes daily deliveries to the school, providing specialty donuts to university restaurants.

That partnership will expand this football season, and Hurts' arrival only accelerated the timeline.

“There's a very good chance that you might see a Hurts Donut `Wambulance' inside the stadium this season,” Jess Maulsby said. “So while Jalen Hurts is putting the hurt on them on the field, we'll be out in the concession area supporting him from there.”

Gaylord Family-Oklahoma Memorial Stadium will be home to exclusive helmet, jersey and football-shaped donuts this season.

And maybe a few classic glazed ones.

“You know what, it is hard to beat a Hurts plain glazed donut,” Maulsby said. “It's my favorite, too.”