Hours before Ashton Jeanty, a running back with Sonic the Hedgehog speed, was selected by the Las Vegas Raiders with the sixth pick at Thursday’s first round of the N.F.L. draft, he clomped onto the red carpet in a pair of never-worn-before Crocs with shimmery Swarovski crystals across the toe.

The crystaled clogs were teased hours earlier on Crocs’s Instagram, accompanied by a droll caption: “yes, they’re real Swarovski.” Per the Crocs website, the Liberaced clogs aren’t available until May 6. Yet, if ever there was an occasion to introduce them, it was draft night.

In recent years the N.F.L. draft has mutated from an annual ritual with all the theatrics of a plumber’s convention, to a runway show for the freakishly fit.

It’s now taken on a new dimension in the post-N.I.L. era (referring to name, image, likeness, the 2021 change in N.C.A.A. policy that allowed college athletes to earn money). To watch the N.F.L. draft now is to detect just how adept these barely-20-somethings are at personal branding. If Deion Sanders (whose son Shedeur became the story of the night, falling out of the first round, well below his projection) was ahead of his time when he was drafted in 1989, challenging the league’s conservatism by wearing blocky sunglasses and several gold chains, that look-at-me tendency is all too pervasive now.

Today, college players that ascend to the N.F.L. enter the league with an acute understanding of themselves not just as players, but as brands — with all the promotional value that comes along from that.

“Every player is now realizing and learning that they’re their own big machine,” said Kyle Smith, the N.F.L.’s fashion editor, who helps the league and its players build relationships in the fashion industry. For top prospects, Mr. Smith said the draft “is the first time that the public really gets to see them and obviously they use fashion to express who they are.”