Leonard Fournette is the most dynamic, well-known player in the SEC, if not the country. The running back is on pace to shatter all sorts of school records and threaten others.

He just has to avoid injury or suspension.

Sound familiar, Georgia fans or Todd Gurley?

Hopefully Fournette plays in every LSU game this season, starting Saturday against Alabama. But USA Today reported Thursday that Fournette’s family created a website to sell “BUGA Nation” gear capitalizing on the player’s popularity, calling into question potential NCAA rules violations.

According to the USA Today report, a family manager type made payments of $10,000 to set up the site and buy the merchandise:

The website launched the week of LSU’s 2014 season opener, but the business went no further — sales of T-shirts and hats were stopped within 24 hours after the NCAA learned of its existence, according to Lory Fournette.

“There’s certain rules that just can’t be broken,” she told USA TODAY Sports.

NCAA rules prohibit athletes or their family members from profiting off the athlete’s name, image or likeness. The Fournettes insisted their son’s name or image not be used on the website, and indeed the apparel that appears on a development version of the website only includes the “BUGA Nation” logo and LSU colors.

The site’s developers claim that Fournette’s family and the manager still owe $14,682. About 300 T-shirts and 50 hats sit in boxes, made on spec at a discount. Even the discounted price hasn’t been paid in full, the manufacturer claimed.

Timothy Baudier, owner of Alternative Tees in New Orleans, estimates that with Fournette’s popularity, sales would’ve approached $1 million by now.

It doesn’t sound like Fournette committed any NCAA violation. Currently there is no investigation, and no correspondence with the SEC or NCAA. There is, however, a trail of unpaid money, five-figure transactions and a few civil lawsuits.

It seems highly unlikely that this will affect Fournette’s eligibility. It probably amounts to an ill-conceived attempt to profit on his image and brand — or yet another way that the NCAA’s hypocrisy has shined through.

More from the report:

The site went live Aug. 27, 2014 and sales were halted the next day — two days before Fournette made his college debut in LSU’s season opener against Wisconsin, according Lorin Stumph, who managed the “BUGA Nation” website development for IWD Agency.

Stumph said no more than a few items were purchased and the orders were not filled — a step to ensure no NCAA rules violations took place.

In August, according to IWD Agency, Price sent an email that read:

“We want to reiterate based on our initial discussions and agreement that Leonard Fournette has absolutely nothing to do with the BUGA Nation website. We ask that if there are any photos of Leonard Fournette’s images or likeness on the BUGA Nation/Being United Generates Attitude website that they be removed effective immediately. This site is owned by Lory Fournette and we want to make sure that the website is free and clear of all photos and mentionings of Leonard Fournette.”