In light of the impact of negative stereotypes on student-athlete academic performance, the purpose of this paper was to conduct a qualitative study that examined how Black American male football players engage and cope with negative stereotypes at a predominantly White institution. Data were collected and analyzed from semi-structured interviews with 10 Division I Black male football student-athletes employing grounded theory methodology to examine how they experience and respond to negative stereotypes. Empirical results elucidate various strategies employed to engage with stereotype threat. These findings have implications for students, faculty, student affairs professionals in athletics, and others who frequently interact with student-athletes and are committed to reducing pernicious stigmas in higher education environments.