It’s a been a rough few weeks for the Dolphins on the PR front.
One of the more discussed topics surrounding the team this week was the decision to issue rookie linebacker A.J. Edds jersey No. 54.
In case you’re new to following this team, No. 54 was most recently worn by one of the most beloved players in Dolphins history; Zach Thomas.
For 12 seasons, Thomas was the heart and soul of the Dolphin defense. Generously listed at 5-11 and 235 pounds, Thomas arrived in South Florida as an unheralded fifth-round pick in 1996 draft. But it was only a matter of weeks before he unseated Jimmy Johnson favorite and recent acquisition Jack Del Rio, sending the 12-year veteran into retirement.
Middle linebacker Zach Thomas warms up before a game.
Thomas’ first professional game was a sign of things to come, as the Texas Tech grad garnered 9 tackles, 1 sack and 1 knockout blow to the Patriots Shawn Jefferson, sending the receiver out on a stretcher.
The ‘Little Engine That Could’ would go on to start all 176 games he played for the Dolphins, be named All-Pro seven times (five First Teams), voted to seven Pro Bowls and ultimately cemented on the NFL 2000′s All-Decade Team.
As great a player as he was on the field, fans remain just as endeared to Thomas off it. NFL money, fame and success didn’t change him. His honesty, self-critical nature and down-to-earth personality made him a relatable figure in interviews.
A borderline Hall of Fame candidate, Thomas is a lead pipe lock for future induction into the Dolphins Ring of Honor.
So while Thomas has not yet been inducted into any sort of honorary post-retirement club, he is only three seasons removed from playing in Miami (2007) and just retired from the game this spring. He and his family still make their home in South Florida. And Thomas is still a devout fan of the team.
But that’s only half the story.
On April 20, two days before the draft and the day in which his brother-in-law, Jason Taylor, made the controversial decision to sign with the New York Jets after yet another prolonged freeze-out by the Dolphins, Thomas publicly criticized the front office — specifically general manager Jeff Ireland — for their handling of the team’s iconic players and their legacies. Thomas was especially critical of the way in which Taylor was treated by the team in the offseason and the manner in which they perpetually leaked information to the media.
Thomas also revealed that, upon his release from the team in early 2008, the Dolphins denied his request to hold a farewell press conference to thank his fans for 12 years of support. When asked how much it hurt, Thomas admitted he was so upset that, on that day, he would have signed a contract with the New York Jets had it been offered.
To quote Thomas, it was a “kick in the gut”.
To sum up, you have one of the most beloved and popular players in team history offering respectful yet pointed criticism of a recently embattled front office about a lack of respect and consideration towards iconic players and team history.
One week later, the Dolphins issue Thomas’ number to a rookie fourth-round pick from Iowa.
And Dolphin Nation went nuts.
Coincidence? Probably. But there could have been some communication between front office, PR and coaches to avoid the situation.
The Jason Taylor issue was highly controversial. And the Thomas-Edds flap came on the same day in which Yahoo’s Michael Silver opened the Ireland-Dez Bryant super-sized can of prostitution worms.
The point is that the organization appears strikingly unaware of potential personal and public relations issues resulting from their modus operandi. As good as they’ve been at turning around the on-field product, their apparent cluelessness in these matters is astounding.
While this latest fiasco is probably on the coaching staff — and you only have so many numbers available to put on a jersey — it doesn’t make much difference to the fans who screwed up. After such a competitive and tumultuous offseason, the Dolphins need every PR win they can get. The last thing the team needs is two PR disasters in one week, much less one day. And they had to know Silver’s report was coming, since he contacted them prior in an attempt to get their side of the story.
As you can see, this is about more than just a number. It’s much, much bigger than that.
On Friday, Edds arrived at the Dolphins’ first rookie mini-camp to find jersey No. 49 hanging in his locker.
According to the Sun Sentinel‘s Omar Kelly, the team had spent the previous two days trying to figure out a way to remedy the situation. Remember what I said about a limited number of….numbers? Linebackers can only wear numbers 50-59 and 90-99. In addition to 54, 93 and 99 are currently the only available numbers in that range. So the Dolphins simply moved Edds into the 40′s, along with fellow rookie linebackers Chris McCoy and Austin Spitler. Note: numbering rules do not apply in the offseason.
It’s understandable why the team would want to give Edds, who the Dolphins like and is virtually assured a spot on the roster, a ‘respectable’ number right off the bat. But at the cost of riling up the masses? Wait a few months for roster cuts to begin and Eeds, who wore No. 49 in college, will have a new number.
Kelly floated an enticing solution: sign Thomas to a ceremonial 1-day contract to officially retire as a Dolphin, whereby he could pass on No. 54 with his approval.
While I think everyone, Thomas included, would love to see Zach retire in that manner, I don’t believe the timing is right.
With the Taylor situation, his criticism of the front office and the number fiasco still fresh in everyone’s mind, it would seem a bit contrived. I think a better tact would be to wait awhile, let things die down and then retire Zach for good.
That said, I would still hold off on giving No. 54 to someone else. If it’s not going to be permanently retired by the team, I think it needs to at least be cordoned off for awhile. That number represents greatness. And I believe Dolphin Nation would prefer that it be worn by greatness, not a fourth-round rookie who is currently projected as a specialist, not a starter.
The Dolphins did the right thing on Friday. This isn’t just about Zach. It’s about the fans. It’s the fans and the media that hated the move. To his credit, Thomas hasn’t said anything about it publicly. Regardless, the Dolphins listened to their fans and hopefully gained some perspective on just how important history and tradition is to a fanbase.
You have to acquiesce the fans in matters where doing so truly isn’t a big deal from an X’s and O’s standpoint.
Which means they can’t give out No. 99 this year, either.
Loading ...
Comments on this entry are closed.