TAMPA, Fla. — The way Bucs general manager Jason Licht explains it, Tom Brady never formally asked for the No. 12 that he had worn his entire career in New England when he joined the Bucs.
“He said, well, I’m paraphrasing here, but he said, ‘I can wear 7, 8, 9, 10, 11, it’s not going to stop me from throwing touchdowns, or make me throw less touchdowns,’” Licht said on the Rich Eisen Show this week.
But there was little doubt that Brady would wear his No. 12 in Tampa Bay, and as the story goes, wide receiver Chris Godwin gladly handed off the only number he has worn since high school to Brady out of respect for the future Hall of Famer.
In a two-decade NFL career that has been as successful as any quarterback to play the game, Brady’s image and his No. 12 have become intertwined. Brady wore that number in high school, then sported No. 10 in college at Michigan. When he was drafted by the Patriots, punter Lee Johnson had No. 10, so the equipment manager gave Brady No. 12.
To say it stuck is definitely an understatement. His success on the field, leading the Patriots to six Super Bowl titles, made him the most popular player in the game.
Every athlete is his or her own brand, said Michelle Harrolle, director of USF’s Vinik Sport and Entertainment Management Program. And there is no athlete currently more connected with his number than Brady, she said.
“People have images, but when you’re talking about athletes, there’s a certain level of identity that comes with that number,” Harrolle said. “But from a global perspective, no (one is bigger). And because Brady is moving from one dominant team to a team that can benefit from his experience and kept the number, I think that lends a level of credence to the number.”
Brady’s TB12 logo — which overlaps his initials with his number — has been trademarked for a decade, and he has parlayed it into a lifestyle brand that includes workout equipment, nutritional supplements and apparel. He opened two TB12 stores in Massachusetts and reportedly has plans to expand to New York, Los Angeles … and Tampa.
Brady tactfully dodged a question about getting his No. 12 back during his first media availability with the Bucs. But retaining his number is huge not just for his brand, but the Bucs as well.
“Fans have become accustomed to certain iconic athletes and their jersey number,” said Mike Mondello, a marketing professor at the Vinik Sport and Entertainment Program. “We have seen other famous athletes who changed jersey numbers (like) Michael Jordan when (he) came back (wearing No. 45); it was never really the same as when he was wearing his No. 23.
“Brady had been building a brand for over 20 years and I think keeping his number will help the team sell merchandise, generate fan interest and be a great thing for the organization.”
Since Brady’s signing, that seems to have been proven true. Bucs ticket sales were high initially and No. 12 Brady jerseys were the most popular across all pro teams Tuesday when the Bucs unveiled their new uniforms, according to Fanatics, the official NFL online retailer.
Last season, Bucs rookie linebacker Devin White switched from the No. 40 he wore in college at LSU — the Bucs hadn’t reissued that number since Mike Alstott retired — for No. 45. Even though White still wears a chain with the No. 40 on it, he embraced the change.
For Godwin, after three years in the league, he was building his own brand with No. 12. Last season, he blossomed into an All-Pro receiver.
“When I first got it, I just thought it was the dopest number,” Godwin said in a recent interview with The Boardroom. “As I started to do more and perform better in it, it just kind of stuck with me, and just takes me back to all the great memories I’ve had. It’s kind of how I identify. People call me 12 or CG 12. … (Now) I just kind of turn the page on a new chapter, kind of like a 2.0 version of myself.”
“At this point in his career, he’s not Tom Brady,” Harrolle said of Godwin. “He may be one day, but if he wants to, he can use the 14 and build on that.”
Ultimately, athletes’ connection to the number they wear is rooted in identity. In some ways, it represents them as much as the name on their back. And may contribute to the success they’ve had wearing it.
“Athletes are very superstitious,” said Harrolle, who was a swimmer in college at the University of Florida. “In their routines, as a former All-American athlete myself, I did the same exact thing every time, so numbers can play a part in that as well.
“Beyond the brand, it’s going to make him feel better, and that’s important. Even the same routine of you approaching the ball a certain way, you do the same exact workout, you eat the exact same food, you do things the same amount of times, those are all very important.”