If you’ve been anywhere near TikTok or Instagram lately, you’ve probably seen the "Big A Book Club" logo popping up in your feed. It’s hard to miss. Usually, it’s a high-production video featuring professional athletes—mostly from the NFL—sitting around in leather chairs, talking about literature like they’re in a graduate-level seminar. It feels different because it is. We aren't talking about a dusty corner of a library here.
People are obsessed.
The Big A Book Club is essentially the brainchild of Arik Armstead, the veteran defensive tackle who spent nearly a decade with the San Francisco 49ers before moving to the Jacksonville Jaguars. It’s a project born from his Armstead Academic Project. Honestly, it's one of the few instances where "athlete-led content" actually feels substantive rather than just a branding exercise. Armstead isn't just a guy who puts his name on a flyer. He's a reader. He’s someone who genuinely believes that literacy is the strongest lever for social mobility.
Why the Big A Book Club Isn't Just Another Celebrity Vanity Project
Most celebrity book clubs are... well, they’re basically affiliate marketing. You know the drill. A famous person holds up a book with a sticker on it, you buy it, and everyone moves on. Armstead took a different route. He focused the Big A Book Club on kids. Specifically, he targeted the "literacy gap" that hits underserved communities the hardest.
It’s about representation.
When a 6'7", 290-pound NFL player tells a group of middle schoolers that reading is "cool," it carries a specific kind of weight that a teacher or a librarian might struggle to match. That's just the reality of our culture. Armstead leaned into that. He brought in teammates. He brought in the 49ers' media team to make the production quality look like an episode of Hard Knocks.
The Actual Mechanics of How It Works
So, how does it actually function? It’s not just a YouTube channel. The project partners with schools to provide physical copies of books to students who might not have a home library. This is crucial because "book deserts" are a real thing. According to the Literacy Project, roughly 61% of low-income families have no age-appropriate books at all in their homes for their children.
Armstead’s approach involves:
📖 Related: The A Wrinkle in Time Cast: Why This Massive Star Power Didn't Save the Movie
- Virtual Reading Sessions: During the height of the pandemic, this was a lifeline. He’d jump on Zoom calls with entire classrooms. It wasn't just him reading at them; it was a dialogue.
- The Storytime Series: This is the "entertainment" arm. High-definition videos where NFL players read children's books. They use their "football voices"—that booming, authoritative tone—to narrate stories like The Day the Crayons Quit or Hair Love.
- Curated Selections: They don't just pick random bestsellers. The books are intentionally chosen to feature diverse characters and themes of perseverance, which mirrors the grit required in professional sports.
It’s kinda brilliant. By using the NFL's platform, the Big A Book Club bypassed the usual "educational content" filter that kids often tune out.
Breaking Down the "Arik Armstead" Effect
You can't talk about this club without talking about the man himself. Arik Armstead was the 49ers' nominee for the Walter Payton NFL Man of the Year award four years in a row. He finally won it in 2024. That’s not a participation trophy. It's the highest honor a player can get for off-field work.
He put his own money into this.
The Armstead Academic Project has raised over $2 million. A significant portion of that fuels the logistics of the book club—buying the books, paying the editors, and coordinating with school districts in Sacramento, the Bay Area, and now Jacksonville.
The Surprise Factor: Why Adults Are Tuning In
Here is the weird part. The Big A Book Club started attracting an adult audience. Why? Because watching a defensive end get emotional over a picture book is surprisingly compelling television. There is a psychological concept called "modeling." When we see people we admire doing something "vulnerable" or "intellectual," it shifts our own perception of that activity.
For many men, especially, there’s a weird stigma around being a "book person." Armstead is effectively smashing that. He’s showing that you can be the most physical guy on the field and still spend your Tuesday night analyzing character arcs.
What Most People Get Wrong About the Literacy Crisis
People think kids just "don't like reading" because of TikTok. That’s a lazy take. The truth is more complex. Statistics from the National Assessment of Educational Progress (NAEP) show that reading scores have been in a tailspin for years, exacerbated by the shift to digital-first learning.
👉 See also: Cuba Gooding Jr OJ: Why the Performance Everyone Hated Was Actually Genius
The Big A Book Club addresses the "interest gap."
If a kid sees a Jaguars jersey and then sees that player holding a book, the book becomes an accessory to success. It’s marketing 101, but applied to education. The club doesn't treat reading as a chore or a homework assignment. It treats it as "training."
Real Examples of the Impact
In one specific instance in Sacramento, Armstead’s hometown, a school saw a measurable uptick in library checkouts after a Big A visit. It wasn't a fluke. They tracked the data. Students weren't just checking out the specific book Armstead read; they were checking out anything in that genre.
It’s a "halo effect."
One teacher reported that her students started a "mini Big A" in their own classroom, where they would take turns "performing" the books for each other. That’s the dream, right? Turning passive consumers into active participants.
How to Get Involved or Start Your Own Version
You don't need an NFL salary to do what the Big A Book Club does. That’s the most actionable takeaway here. While Armstead has the "big" platform, the blueprint is actually pretty simple.
First, look at your local schools. Many "Title I" schools are desperate for guest readers who don't look like the typical volunteer. If you’re a local business owner, a firefighter, or even just someone with a cool hobby, your presence carries weight.
✨ Don't miss: Greatest Rock and Roll Singers of All Time: Why the Legends Still Own the Mic
Second, focus on the "visuals." Part of why the Big A Book Club succeeded is that it didn't look "cheap." If you're doing a reading program, make it an event. Get a backdrop. Take photos. Make the kids feel like they’re part of a VIP club.
Third, curate with intention. Don't just grab whatever is on the "clearance" rack at the bookstore. Use resources like We Need Diverse Books to find stories that actually resonate with the specific demographic of kids you're talking to.
Moving Beyond the Hype
The Big A Book Club is currently in a transition phase as Armstead settles into his new life in Florida. There’s been talk of expanding the digital footprint even further—perhaps a dedicated app or a more structured curriculum that teachers can download.
But even if it stays exactly as it is, it has already proven a point.
Literacy isn't a "soft skill." It's the foundation of everything else. If you can't read, you can't understand a playbook. You can't understand a contract. You can't navigate the world. Arik Armstead knows this. His "Big A" brand isn't about him; it’s about the "A" in Academic.
Actionable Steps for Parents and Educators
If you want to replicate the success of the Big A Book Club in your own home or classroom, stop treating reading like a quiet, solitary activity.
- Read Aloud (Even to older kids): There is a myth that once a kid can read, you should stop reading to them. False. Reading aloud allows you to tackle more complex themes together.
- Make it Performance Art: Use different voices. Emphasize the drama. If the book is boring to you, it’ll be boring to them.
- Connect it to Real Life: If you're reading a book about a kid who likes sports, go play that sport afterward. Link the "page" to the "pavement."
- Audit Your Bookshelf: Do the characters in your books look like the people in your neighborhood? If not, fix it. Representation is the "hook" that the Big A Book Club uses most effectively.
The reality is that the Big A Book Club succeeded because it met people where they were—on social media, in sports jerseys, and with a sense of genuine enthusiasm. It’s a masterclass in how to use "influence" for something that actually matters.
To truly support the cause, you can visit the Armstead Academic Project website to see their latest reading lists. Don't just follow the account for the NFL cameos. Look at the books they are highlighting. Buy those books for your local "Little Free Library." The goal is to make these stories as ubiquitous as football highlights on a Sunday afternoon.
By focusing on high-quality production and authentic athlete engagement, the club has redefined what an "educational program" looks like in 2026. It's loud, it's flashy, and it's working. That's a rare trifecta in the world of non-profits.