Cowing began his collegiate football career at the University of Texas at El Paso. From 2019-21, Cowing played in 33 games, recorded 141 receptions for 2,595 yards and 13 touchdowns, leading the Miners in receiving yards all three seasons. He also made four rushing attempts for 75 yards and one touchdown. During the 2021 season, Cowing started in all 13 games, ranked ninth in the FBS with 1,354 receiving yards and received First-team All-Conference USA honors.
The wide receiver later transferred to the University of Arizona for his final two seasons of college football (2022-23). At Arizona, Cowing played in 25 games, recorded 175 receptions for 1,882 yards and 20 touchdowns. He also made eight rushing attempts for 27 yards. He finished his college career with an All-Pac-12 Conference honorable mention.