JUJU’S BRAND = THE STEELERS, NOT HIM


When JuJu Smith-Schuster signs with the New York Jets (or a team in whatever big market) so he can better build his “brand,” he will discover a sad, hard truth. 

Smith-Schuster’s brand is the Steelers. He’s popular because he’s a Steeler. Not because of who he is, how he plays, or how he acts. 

Smith-Schuster is a dork. He certainly dances like a dork. That act plays in Pittsburgh, when you’re a Steeler. That act won’t play in New York. 

The media and fans in New York will eat Smith-Schuster alive. 

He’s going to be a mediocre receiver on a crap team. New York will say, “The Jets suck. Why is this dork dancing all the time?” 

The Steelers are a worldwide brand. Smith-Schuster isn’t. The Jets aren’t. That’s despite being in New York. The Jets are that market’s No. 2 football team. 

When Marc-Andre Fleury went from Pittsburgh to Las Vegas, we immediately started seeing Fleury No. 29 Golden Knights jerseys in Pittsburgh. That remains cringe-worthy. 

Will we see Smith-Schuster No. 19 (or whatever number) Jets jerseys in Pittsburgh next year? 

I certainly hope so. 

The marks on Twitter that love Smith-Schuster aren't the same crowd that populates the Heinz Field parking lots. When all the tickets can be sold again, I’d love to see people wearing Smith-Schuster Jets jerseys cross paths with some old-school folk wearing Jack Lambert jerseys. 

More people now agree with me than don’t about Smith-Schuster and Chase Claypool, a/k/a AB Jr. and AB Jr. Jr. Being eliminated by Cleveland in embarrassing fashion and seeing that atrocity sandwiched by their clown act woke people up. 

But it won’t wake up the Steelers. 

Courtesy of Getty Images


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