Patriots tight end Martellus Bennett has a lot to rep. He could bring up the fact that he played for the Texas A&M Aggies during Sunday Night Football introductions. After all, that’s customary.

But Bennett likes to switch things up. Like Aaron Rodgers, who occasionally reps his community college, the tight end opts to shout out something a bit more creative. On Sunday, he repped The Imagination Agency.

No, that’s not the name of a for-profit university. The Imagination Agency is actually the name of Bennett’s company. It’s where he gets to tap into his creative side.

So far, Bennett has used The Imagination Agency to release a series of children’s books. He talked to the Patriots about his involvement:

“I just wanted to make things and tell stories, so whether it’s films, cartoons, apps, books, I just like to make stuff. I have all these stories that need to be told.”

One more sneak peek of my first children's book titled Hey A.J it's Saturday! Follow my company @theimaginationagency for more of the things I'm doing creatively. #TheImaginationAgency #HeyAJ #CreatedByMarty A photo posted by Martellus Bennett (@martellusb) on Jun 6, 2016 at 8:30am PDT

The imagination is a powerful thing and with The Imagination Agency, Bennett sure knows how to use it for the kids.