About this, Andy Staples ($$) says, “To the uninitiated, it can seem like schtick.”
Geoff Collins popped up on the screen, drinking from a Waffle House cup and wearing a hat with Atlanta’s 404 area code printed in the iconic yellow blocks from the Waffle House sign. The Georgia Tech coach didn’t need the custom Welcome To Atlanta background that appears behind him on his Zoom calls to tell anyone where he lives. Since taking the job in December 2018, Collins has tried to make the Yellow Jackets and Atlanta synonymous.
He has done this for two reasons. First, branding is in Collins’ blood. Whether it was drawing Cans of Swag for recruits during his stint as Mississippi State’s defensive coordinator or dubbing third down the “Money Down” — with managers bounding up and down on the sidelines holding dollar signs — at his last three stops, Collins has always naturally tried to differentiate himself.
Staples says the reason Collins has been so relentless about branding is that he’s trying “to get everyone to stop associating Georgia Tech with the option.”
You know what? Weirdly enough, I get that.