PROVO -- Rob Morris understands why school officials didn't care much for the nickname former teammate Derik Stevenson bestowed upon him.
Depending on one's perspective, "Super Freak" and BYU don't exactly go together, acknowledged Morris.Especially, it seems, when it comes to marketing.
The outgoing middle linebacker -- whose past exploits include poking alligators with sticks; painting his toenails; "surfing" from atop the cab of a moving pickup truck; jumping from a third-story window into a swimming pool; shaving his chest hair into the shape of a heart; and altering his appearance with various hair tints and styles -- is the focal point of the Cougars' promotional efforts next season. His likeness will grace the cover of the football media guide, posters and advertising.
BYU's leading tackler the past two seasons is a Butkus Award candidate, an annual honor presented to the nation's top linebacker.
"I promised him at the end of last season that we would do some fun things to promote him this year," said associate athletic director Val Hale.
Problem was, Morris needed a nickname, something other than "Super Freak," for the campaign.
"I'm indifferent toward it. I told the guys in media relations to go ahead with what they thought was best," said Morris. "I've got to concentrate on playing football."
After a brainstorming session, Hale and his staff created a concept. They came up with "Freight Train." In an interview with Brent Musburger last season, Morris compared sacking a quarterback to a freight train hitting a Yugo.
Rob "Freight Train" Morris doesn't mind his new moniker. In fact, he thinks BYU and an old-time locomotive are a perfect fit.
"Although, I think I'm more of an Amtrak or something," quipped Morris.
The 6-foot-2, 250-pounder from Nampa, Idaho, considers the attention a compliment. A fun thing, he adds, as long as it doesn't detract from the team and its focus. Morris insists he'd gladly trade the publicity for a Mountain West Conference championship ring.
And the quest for such is one reason he opted to return to BYU after considering the NFL. Morris is confident the Cougars can compete for the crown and once again produce of the nation's top defensive units. He'll likely protect his future by taking out an insurance policy to safeguard against a career-ending injury.
Morris isn't concerned, however. He considers pro football and for that matter, winning the Butkus Award, as rewards -- things that'll come to fruition if he continues to work hard.
BYU's media relations office vows to do the same. The department has allocated funds and manpower to promote Morris. Football media relations manager Jeff Reynolds would like to see last season's WAC Pacific Division Defensive Player of the Year join past Cougars Ty Detmer, Mohammed Elewonibi, Jason Buck, Steve Young, Jim McMahon, Steve Sarkisian, Robbie Bosco, Marc Wilson and Gary Sheide, as winners of national college football awards.
"Obviously, Rob's got to do what he's got to do on the field," said Reynolds. "Then it's our job to magnify that and get that information out to those who are influential."
BYU has already targeted the 28 voters for the Butkus Award. They, along with local and national college football media, will receive regular updates on Morris. Weekly postcards, telephone calls and promotional materials including hats and freight-train whistles are components of the campaign. Unlike many programs across the country, BYU is somewhat selective in allocating extra resources for national awards.
"We have a little bit of credibility in the office because we've usually chosen to promote the athletes who are qualified and deserve to be considered for the honors," said Hale. "I think with Rob, if he has the kind of season everyone thinks he'll have, has a great chance to win the Butkus."
BYU football fans are encouraged to climb aboard. With multiple appearances on ABC and ESPN television next season, Hale hopes to have at least 30,000 freight-train whistles blowing at proper times during games.
"I think it'll be something that will catch on," said Hale. "People will make a big deal about it. It will just snowball."
The wooden whistles, which will be distributed through season ticket and student all-sport pass purchases, as well as souvenir stands, symbolize BYU's promotional effort. Dozens more will also be mailed to various media, including all members of the Butkus committee.
"We want them to toot his horn," said Hale.