"The buzz won't last," Williams said.
Unlike former teammate Deion Sanders and former Pittsburgh Steelers legend, quarterback Terry Bradshaw, both now television commentators, Smith doesn't shine in front of cameras.
`A Team Player' Smith has let his performance speak for him. At 5-foot-9 and 212 pounds, he has the speed, field vision and cutting ability of most top runners, plus some intangibles. His offensive line, for example, stayed together for Smith for most of the Cowboys' eight trips to the playoffs and three Super Bowl appearances in the 1990s.
"Emmitt's never solicited publicity," Williams said. "He was never flamboyant or charismatic. He was a team player. Someday he'll be replaced. Someday his record will be broken."
For now, the Cowboys will seize the Smith moment. Smith will sign and the team will sell 1,100 collectibles, including 22 sterling silver helmets going for US$10,000 apiece and authentic game helmets for at least US$500. The team also expects to sell 50,000 commemorative hats, said Bill Priakos, the Cowboys' vice president for merchandising.
Smith, who is now in his 13th season, plans to auction many of his touchdown footballs and donate most of the proceeds to charity, Priakos said.
Bernstein, of Pro Access, said many of Smith's ads will feature other football legends "to show respect to all the great running backs in history."
Harris, of Mustang Marketing, is dubious, saying Smith's marketing group is pitching former stars because Smith has limited appeal.
"They didn't have to drag out Stan Musial to honor Mark McGwire, did they?" Harris said. "McGwire's accomplishment stood on its own. He was an icon. Smith on the other hand, is a great football player who has had a long career.''
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