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Victor Cruz : I'm a Brand First

Canton : 4/8/2014 2:15 pm

What you say?

WATCH: Victor Cruz Builds His Empire With Jay Z's Help - ( New Window )
don't want to watch  
UConn4523 : 4/8/2014 2:16 pm : link
so I won't be able to give an educated opinion. That said, I don't think anything he does off the field will jeopardize his passion and preparation for Football. Other I do, but not Cruz.
arcarsenal : 4/8/2014 2:17 pm : link
I'd prepare for a down year from Vic.. it's pretty clear that his priorities have shifted. Winning it all and getting paid will do that to a lot of these guys so I don't really blame him.. just don't be surprised when he has a rather pedestrian year.
he's right  
mattlawson : 4/8/2014 2:18 pm : link
and that's exactly why he got the deal. Nicks is not a NY guy. Vic is... if they lost Vic most fans would revolt.
AnishPatel : 4/8/2014 2:20 pm : link
Let's see how the new system and his role impacts his production. Will the WR rules for the slot position, in terms of sight adjustments be kept the same? If they are changed then how does that impact Cruz? That's what I am curious to see.

It wouldn't surprise me one bit if he isn't AS productive as he was in the past.
I say  
Matt in SGS : 4/8/2014 2:21 pm : link
of all the things that went wrong for the Giants in 2013, and a lot went wrong, Victor Cruz wasn't one of them, and that was after he got a new contract.

Next, I'd say I recommend people watch the 30 for 30 shot a few years ago entitled "Broke". How 2 years after retirement, 78% of NFL players are broke or in financial stress. There is no loyalty in this game, if Cruz can set himself up financially after is playing days are over (and he's been doing that with his clothing line and other various appearances) all the better for him. Of course, his "brand" and his popularity are very much tied to his ability to produce and be productive on the football field. As of now, we have seen no reason to worry about Cruz coming out of shape or not focused on football. - ( New Window )
The first rule of being a brand is  
BeerFridge : 4/8/2014 2:22 pm : link
not talking about being a brand
smart guy  
Blue Baller : 4/8/2014 2:23 pm : link
I don't like the salsa dance  
Pork and Beans : 4/8/2014 2:27 pm : link
or the JayZ affiliation which he shows with the hand signs he has done. That said, I love him as a player, so I am happy that he is on our team. wish i didnt have to hear about the extraneous stuff
Until he starts skipping practice  
natefit : 4/8/2014 2:28 pm : link
to go to biz seminars, Im all for it.
I'm not sure if arc is serious this time or not lol.  
Curtis in VA : 4/8/2014 2:32 pm : link
I think everyone on the offense is going to be focused and excited with a new offense to learn. I expect some bumps early on along the way as everyone works to get on the same page and absorb the plays but I can see Cruz having a really big year.
His brand should be the Giants, not Cruz  
Kyle : 4/8/2014 2:33 pm : link
Selfish, me-first generation of players.
RE: The first rule of being a brand is  
wigs in nyc : 4/8/2014 2:34 pm : link
In comment 11611217 BeerFridge said:
not talking about being a brand
Matt in SGS is on-point.  
Enoch : 4/8/2014 2:35 pm : link
It really is amazing how fantastic Cruz is from a marketing perspective. Think of all the boxes he checks: Good at Football, Out-of-nowhere success story, Won a championship, Bi-racial, Attractive, Plays for the dominant team in the market where he grew up, Has a "signature move" that evolved naturally and suits his other strong points, Can speak eloquently in a middle-America-friendly dialect, and realizes all of this and is consciously working to take advantage of it.

This last point, I think, speaks to his seriousness of character. Which is a positive factor for his future success on the field-- it's a sign that he's going to keep working hard and that he's unlikely to commit some dumb mistake that threatens his career or otherwise poses an actual distraction to his football team.
Its painful to think about it  
eclipz928 : 4/8/2014 2:36 pm : link
but the reality is that somebody like Victor Cruz will make more money in his career off the field than he will make with his NFL contract. From that standpoint, he is correct to think about his "brand" first.

Luckily, the balancing factor is that his brand suffers if his perfomance on the field suffers. So I wouldn't worry too much about where his head is at.
Cruz really doesn't have to do much  
vince : 4/8/2014 2:37 pm : link
His long time girlfriend does all his bookings and sets up all his promotions I believe she was a PR or something like that when she finished college. Cruz doesn't have to commit much thinking time to this.

He absolutely trust her and can concentrate on being the #1 receiver and keeping his name up there as a leading player for the Giants.

Thats's what he NEEDS to bring to make his brands go. She does the heavy hauling.
if Cruz  
Eric from BBI : Admin : 4/8/2014 2:38 pm : link
starts sucking as a football player, he is very expendable.

We saw how fast Giants fans turned on Barber (who didn't suck, but had a bad attitude) and Nicks (who started to suck but didn't have a bad public attitude).
yup. arc'ed  
Greg from LI : 4/8/2014 2:41 pm : link
If he wasn't a brand  
Phil from WNY : 4/8/2014 2:42 pm : link
I doubt the Giants would have been able to afford him. The kid is smart as well as a model NY Giant. The money he makes from his brand supplements the hometown discount he gave the Giants. You guys ought to be grateful this kid is as smart as he is. The alternative is Nicks. I'd take a team full of Victor Cruz types.
average career length for players  
B in ALB : 4/8/2014 2:45 pm : link
With at least 3 pension credited seasons is about 7. A pro bowl player is about 11. Let's split the difference for cruz and say he'll have 9 seasons. He's entering his fourth. He's got five left.

Guy has to make as much money as he can with a short window. He is absolutely a brand and deserves to make as much as he can. If his play drops off the money will stop coming in. Simple.
Many of you are over-reacting here  
NYGmen58 : 4/8/2014 2:47 pm : link
Sure, Cruz can say he is "a brand", and maybe he is or feels that way but his brand value is directly correlated with how he plays/performs for the New York Giants.

If he has a lack-luster year, his brand sucks. He knows this.

Eric the Barber comparison isn't fair. Tiki was selfish not because he was focused on things off the football field, but because despite being a great player, he was already focused on life beyond football, what's next, and had one proverbial foot out the door due to delusions of grandeur.

Cruz is simply a guy who is cashing in while he can and still is an NFL star. He knows he needs to be successful and will be focused on football when the season starts.
There's no reason to believe  
Default : 4/8/2014 2:50 pm : link
his on-field production will be effected.
Guy is too smart and talented to let that happen.
He may never have a 2011 year again, because he may never get a 2011 Eli again.
yup, what Phil in WNY said  
M in CT : 4/8/2014 2:53 pm : link
if not for his "brand" Cruz would've left the Giants to play for another team that could afford to pay him a higher salary.

after what i saw from him early in his career, i love the fact that we essentially got a home town discount for a young and talented player like Cruz. the day he stops trying hard because he's a wealthy man will be the day that opinion changes, but i've no reason to suspect it's coming any time soon.
pjcas18 : 4/8/2014 2:54 pm : link
he's only a brand  
fkap : 4/8/2014 2:54 pm : link
as long as he's a star. He's a budding star, but he is not an established star. If he goes lame tomorrow or his production otherwise drops off the face of the earth, his brand is over.

I understand that he wants to make an off field career, to make sure he fully reaps the benefits of his talent, but it's waaaay too early for him to start referring to himself as a brand.

He's a young WR who has had a promising start to his career.
arcarsenal : 4/8/2014 2:56 pm : link
Cruz got to enjoy all of the perks right away. He comes in as an unknown, has a big time year wins a SB and gets paid. Now you see him go through a miserable losing season where he gets hurt on top of it.. you'd be surprised how fast a guy in that position will say "hey, being in commercials is a lot more fun than sitting on a trainer table and getting my ass kicked for a losing football team"
How To Build a Brand  
Dodge : 4/8/2014 3:05 pm : link
#1 If you're a football player: Don't suck on the field.
#2 ...

If Victor sucks on the football field for the next few years, his Brand will be shit regardless. He's got to be a good player until he's done or his name won't be much.
He became a brand when he kept doing  
mattlawson : 4/8/2014 3:20 pm : link
The salsa
Why should his brand be the Giants?  
Ten Ton Hammer : 4/8/2014 3:22 pm : link
Got to love 'fans' who begrudge their own players the right to run a business and make money off their own talent.

This is still america, isn't it? You wouldn't think so.
Except for the salsa  
old man : 4/8/2014 3:30 pm : link
which I generally like, I'm with Pork and Beans, and whoever made the comment about not boasting you are a brand.
Any football player  
Tittle 9 20 64 : 4/8/2014 3:31 pm : link
is one play away from a career ending injury. I don't blame Victor one bit. He should make what he can, when he can. Most of us would do the same thing.
Catch the ball Victor  
NNJ Tom : 4/8/2014 3:33 pm : link
Catch the ball.......
This idea  
Randy in CT : 4/8/2014 3:40 pm : link
of humans being brands is phony, corporate horseshit and is getting to be all too common.

The work you produce is your brand.
why should he be a brand first  
bc4life : 4/8/2014 3:42 pm : link
football is temporary. careers are short and fragile - he is saying he is more than a football player and he takes a much broader perspective of his life and worth.

and unless the business ventures negatively impact his football - fans have no complaint. is there any evidence that has or will happen - I sure haven't seen it.

and he probably will be less productive in the coming years if Reese and TC and McAdoo do the right things. Stronger running game and better production form his wr and TE corps = less Cruz production.
arcarsenal : 4/8/2014 3:42 pm : link
To the Victor go the Commercials
Without even so much as a 'by your leave' to BBI. He must think  
Marty in Albany : 4/8/2014 3:43 pm : link
that he has the rights of an American citizen.
The guy is building a good life/career for himself beyond  
The Duke : 4/8/2014 4:08 pm : link
football and I have absolutely no problem with that as long as when OTA's start through the end of the season/playoffs his #1 focus and priority is football while he is still playing. A severe injury could end his career at any given moment and he has to be ready to move on with his life. Victor Cruz doesn't strike me as a guy who will get his priorities confused. He knows full well the football career is his meal ticket into everything else he wants to do. The greater his football reputation becomes as a start player the more success it will bring him in his other endeavors.
I understand what he is doing and saying  
Paulie Walnuts : 4/8/2014 4:13 pm : link
he has the right to make is money and set himself up, I dont thing Strahan ever needed to make such and announcement though

and BBI would have siht if Shockey said it..

do it, but dont say it...classier
Victor's rules  
sjnyfan : 4/8/2014 4:16 pm : link
Rule 1: Stay true to his roots
Rule 2: Follow Jeter's footsteps off AND on the field as a NY sports celebrity
Rule 3: Be humble
Rule 4: Sign with a superstar agent (I guess some of you would feel more comfortable if it were Rosenhaus than a rapper)
Rule 5: Work with other brands you believe in

What exactly is wrong with this that makes some think he won't be committed to the Giants? Would you rather his rules be the 7 Habits of Highly Effective People? What about the Ten Commandments?
^ great piece  
NYG007 : 4/8/2014 4:22 pm : link
and zero worries about Mr. Cruz, he bleeds blue and gives max effort when healthy
RE: Why should his brand be the Giants?  
Kyle : 4/8/2014 4:29 pm : link
In comment 11611368 Ten Ton Hammer said:
Got to love 'fans' who begrudge their own players the right to run a business and make money off their own talent.

This is still america, isn't it? You wouldn't think so.

He should sacrifice for the team. Remember the good old days when it was about the logo on the front, and not the individual name on the back? Players gave their all for the greater good. Nowadays athletes are just soft, spoiled, looking to market themselves, not willing to do what it takes.

Let him go play for a circus like Dallas if he wants to parade around about how important he is as an individual. This is a team game and the Giants are the ultimate team-first team.
Kyle : 4/8/2014 4:30 pm : link
arcarsenal : 4/8/2014 4:33 pm : link
Kyle fuckin gets it.
the reason so many players go broke  
nicky43 : 4/8/2014 4:38 pm : link
is not because they are not capitalizing on all the money they could make during their playing years. It's because they live a life of partying, drugs/booze, and excessive spending. Many don't invest their money wisely and with the money they make they could easily set themselves up for life with just a little bit of living modestly.
RE: RE: Why should his brand be the Giants?  
Randy in CT : 4/8/2014 4:39 pm : link
In comment 11611474 Kyle said:
In comment 11611368 Ten Ton Hammer said:


Got to love 'fans' who begrudge their own players the right to run a business and make money off their own talent.

This is still america, isn't it? You wouldn't think so.

He should sacrifice for the team. Remember the good old days when it was about the logo on the front, and not the individual name on the back? Players gave their all for the greater good. Nowadays athletes are just soft, spoiled, looking to market themselves, not willing to do what it takes.

Let him go play for a circus like Dallas if he wants to parade around about how important he is as an individual. This is a team game and the Giants are the ultimate team-first team.
After saying what I said, I completely disagree with this tact. VC seems like a cool dude and is dedicated to his job on the field.
I'll tell you what JayZ as a brand went down in my estimation  
gidiefor : Mod : 4/8/2014 4:44 pm : link
when he started advertising himself as a 5%er

I sure hope Victor doesn't buy into that cr@p!
Arc bringing his A+ game, lately...  
djm : 4/8/2014 4:52 pm : link
This is amateur hour. Cruz? A brand? He doesn't ...  
Boy Cord : 4/8/2014 5:19 pm : link
... even have a logo.

- Robert Griffin III
Was there any doubt  
OC : 4/8/2014 6:05 pm : link
This kid was gonna stay? He'd have been an absolute fool to not do so. And he's obviously not.
Add another one to the ice tub  
ghost718 : 4/8/2014 6:51 pm : link
We're gonna have to start up a waiting list at this rate
To say 'I am a brand' is not boasting  
David in LA : 4/9/2014 2:37 am : link
when you are. Victor's brand encapsulates Patterson, being a high character guy, Giants Football, and Puerto Ricans in the NY/NJ. When you're in the public eye, recognizable, you're a fucking brand. What you want to make of that brand is up to you.
stretch234 : 4/9/2014 5:17 am : link
It is all about marketing! He is in a position to capitalize on this and absolutely should take advantage of it while he can.

I also think he is smart enoug to know his success on the field drives this. I do not worry about Cruz on the field
SanFranGiantsFan : 4/9/2014 6:38 am : link
Cruz is the least of our worries. And good for him having the off the field opportunities.
I love when athletes  
dep026 : 4/9/2014 8:51 am : link
worry about what they are going to do for money post football after making millions upon millions of dollars first. I mean Cruz is going to make somewhere close to 50 million on this contract. He will probably get at least 1 more contract that will probably be near 25 million. He has endorsements, he has sponsors, etc.

If he is worrying about his brand now.... I think it shows more what he is worried about. And that is not to blame him, he has to look out for number 1. But after a subpar year, Victor is one of many Giants who should be more worried about his game than his brand.
going broke  
fkap : 4/9/2014 8:53 am : link
I can feel for the likes of Brewer, who is on pace for the typical 3-4 year career at minimum wage. Minimum wage in the NFL, while far surpassing anything most of us will ever achieve in a one year span, still isn't all that lucrative when you consider that there's agent fees, relocation fees, and it's short term. These folk should have a leg up over the average non NFL career getting out of college, but it's still understandable that they don't realize this.

The likes of an Andre Brown, who got a couple million for one season, or especially Cruz, who got a very lucrative deal, need not apply for my sympathy. IF Cruz goes belly up financially, it's due to his own stupidity. I don't blame him for making all he can, while he can, but don't tie it in to bankruptcy rates for NFL players. He is NOT your average NFL player.
Yeah, I'm gonna really worry  
Big Blue '56 : 4/9/2014 9:30 am : link
about VC's on-field performance being affected
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