Tom Brady is doing something he would never have done with the Patriots – CBS Boston

By Michael Hurley, CBS Boston

BOSTON (CBS) – Look, the Philadelphia Eagles are not very good. They went 9-8, they went 0-6 against teams that reached the playoffs, they have a weak passing game, an even worse defense, and they realistically have no chance of winning on Sunday in Tampa Bay. Even Philly fans would agree with most – if not all – of it.

But the Eagles have something that possibly no playoff team has ever had before: A distracted Tom Brady.

That is, a Tom Brady whose attention is not 100 percent focused on this week’s opponent because he has been busy promoting the launch of his new clothing brand.

While yes, Brady and the Bucs can probably win, even if they put down a C + bet on Sunday, it’s still hard to ignore that Brady and his inner circle of business advisors chose this week to launch its new clothing brand. They have made similar decisions before, as when they released a limited edition of the “Return to Foxboro” jersey before his first game as a visitor at Gillette Stadium earlier in the season. He also wore a sweatshirt from his not-yet-launched clothing brand that night, though he awkwardly tried to cover up the word “BRADY” with his jacket every chance he got.

Tom Brady covers his BRADY sweatshirt on his way to the Buccaneers’ locker room in Foxboro. (Photo by Maddie Meyer / Getty Images)

What was it about?

Nevertheless, a full launch of a brand, in the days leading up to a win-or-go-home playoff match? It feels like a strange decision from a player who was trained under Bill Belichick’s motivating ways. The Patriots head coach once read the step-by-step plans for the Eagles’ Super Bowl victory parade in a meeting before Super Bowl XXXIX that helped get its players a little additional ready for that game.

The launch of a clothing brand – which sells some very expensive clothing with the word “BRADY” – may not be quite as offensive to the Eagles as the Super Bowl parade route was for the 2004 Patriots, but still … Brady’s clearly had his attention on something other than football this week. And it’s not a decision he’s ever made before.

For a quick look at Brady’s headspace, just look at all the Instagram stories he posted in 24 hours:

Tom Brady’s Instagram stories after the launch of his clothing brand (Instagram / @TomBrady)

Look at all the stories. That’s a lot of posts, folks. Aside from LeBron James writing about himself on his own birthday, you don’t see an athlete of that caliber go crazy on the “Share To My Story” button like that at any point, let alone in the days leading up to a playoff game. As soon as a media or celebrity writes about his new product line, Brady (or someone in his camp with access to his IG) smashing the share button.

Will it mean anything? Again, no, probably not. Because the eagles stink. But if the Niners had lost last weekend and thus left the Bucs to face a more threatening opponent, this product launch would still happen this year.

Suffice it to say, Brady is exercising his still newfound freedom down in Tampa. Going full force with the Sterling Cooper Draper Pryce to promote a personal product line while the rest of the team studies and works on preparing for a must-win playoff match would just not fly in Foxboro. (However, there was a time when his brand launched a TB12 wellness app that cost $ 20 / month… the morning after a loss Monday night by the Patriots in 2017. That was weird.)

Yet after coming through the haze of the Antonio Brown fiasco from the last few weeks, one would think Brady would want to be locked inside and completely focused on the task this weekend. Selling $ 350 raincoats, generic looking $ 90 sweatshirts, $ 65 ballcaps and $ 250 vests and… wait a minute, $ 250 vests ?!

Can we get Ted Wells to look into these prices ?! Am I right?!


In any case, it’s a remarkable choice for Brady to go into marketing mode in the narrow window between the Bucs’ Week 18 win and their playoff game. He should probably end up doing fine. He has played in these matches before.

But what if he does not and the Bucs somehow flop spectacularly on Sunday? It will be difficult to move the vests on Monday morning.


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