JuJu Smith-Schuster is the most talented receiver on the free agent market. He's also an overwhelming presence who's heavily involved in his social media brand.
And perhaps that's why he's still unsigned.
The free agent market has been soft for receivers. Beloved former Steelers safety Ryan Clark said as much on Thursday: "Hey Free Agent wide outs," he tweeted. "These folks really aren't messing with y'all. Get you a kool 1 year deal, ball, & see what 2022 hitting for. This ain't y'all Year."
But that doesn't tell the whole story. So far, the largest contract awarded to a wide receiver has gone to Corey Davis, who received a three-year deal worth $37.5 million from the Jets — with $27 million guaranteed. While Davis is on the ascent — he caught 65 passes for 984 yards last season — his skill level pales in comparison to Smith-Schuster. He's topped 800 receiving yards in three of his four seasons in Pittsburgh, with his best season coming in 2018, when he reeled in 111 catches for 1,426 yards and seven touchdowns.
Last season, Smith-Schuster caught 97 balls for 831 yards and nine touchdowns.
And yet, the receiver-hungry Jets didn't make Smith-Schuster their first target, despite their abundance of financial flexibility. They signed Davis and then Keelan Cole, while reportedly "having conversations" with Smith-Schuster.
Keep in mind, the Jets still have more nearly $50 million in cap space, even after signing Davis and defensive lineman Carl Lawson.
We've known Smith-Schuster was a goner from Pittsburgh the moment Kevin Colbert drafted Chase Claypool in the second-round over J.K. Dobbins. In a disturbing sign, Claypool said the most valuable lessons he learned during his rookie season from Smith-Schuster, were about building his brand. "I think the biggest thing is just how to grow your brand and how to manage that brand if it's too much," Claypool told reporters in January. "He's given me good advice. I don't need to worry too much about letting the quick start get to me because I don't really want that to change me. I don't think it has. Just, helping me grow my brand."
But that brand has left Smith-Schuster on the sidelines. The Patriots perhaps had the biggest need at receiver in the entire league, and they weren't even linked to Smith-Schuster. Instead, Bill Belichick spent $42 million on Nelson Agholor and Kendrick Bourne.
It's clear Smith-Schuster's value is depressed. Three years ago, the Viking signed Stefon Diggs to a five-year, $72 million deal, after he had averaged 80 catches and 989 yards through his first three seasons.
Those numbers are nearly identical to Smith-Schuster, who's averaged 85 receptions for 1,028 yards during his four-year career. But even as others dynamic wideouts sign and flirt with suitors — Will Fuller signing a one-year deal with the Dolphins, Kenny Golladay visiting the Giants — he remains as available as a single dude on Valentine's Day.
It's important to remember that Smith-Schuster's entire run in Pittsburgh has coincided with late-season collapses. During his rookie season, Antonio Brown posted a video of the team's locker room celebration over the Chiefs in the Divisional Round, in which Mike Tomlin called the Patriots "assholes." One week later, they fell to the Patriots in the AFC championship.
The following year, the Jaguars whooped the Steelers in the playoffs, and this season, the Browns went up by four touchdowns before you could even finish your first beer.
Smith-Schuster is not responsible for all of these failures, of course. But he's learned from self-aggrandizing stars such as Le'Veon Bell and Brown. Even though Smith-Schuster is only 24 years old, it's apparent he's viewed as tainted goods.
The salary cap crunch definitely isn't helping Smith-Schuster's case. But his attitude is making him too big of a risk to take on.
